We use cookies to ensure that we give you the best experience on our website. You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Durham University

Postgraduate Module Handbook 2021/2022

Archive Module Description

This page is for the academic year 2021-22. The current handbook year is 2022-23

Department: Management and Marketing

BUSI4P110: Business Analytics (EBS)

Type Tied Level 4 Credits 10 Availability Not available in 2021/22
Tied to N1T817 Business Administration (Dual Award)


  • None


  • None

Excluded Combination of Modules

  • None


  • To provide an appreciation of descriptive, predictive and prescriptive business-analytics techniques.
  • To provide knowledge of, and ability to apply, a range of business-analytics techniques.
  • To implement business-analytics models using appropriate software.
  • To show how business analytics can help companies to make better decisions.


  • Descriptive techniques e.g. data visualisation, data analysis, and descriptive statistics.
  • Predictive techniques e.g. data mining.
  • Prescriptive techniques e.g. linear optimisation models.

Learning Outcomes

Subject-specific Knowledge:
  • By the end of the module students should:
  • Have in-depth knowledge of a range of business-analytics techniques and be able to apply them critically to management problems.
  • Have an understanding of the applicability and limitations of business-analytics techniques.
Subject-specific Skills:
  • By the end of the module students should be able to:
  • Choose appropriate business-analytics techniques for some key management problems;
  • Implement business-analytics models using appropriate software packages;
  • Interpret the results of business analytics models and their relevance for companies.
Key Skills:
  • Written communication
  • Planning, organising and time management
  • Problem solving and analysis
  • Computer literacy
  • Interpretation of data

Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module

  • Learning outcomes are met through classroom-based workshops, supported by online resources. The workshops consist of a combination of taught input, groupwork, case studies and discussion. Online resources provide preparatory material for the workshops – typically consisting of directed reading and video content.
  • The formative assessment consists of classroom-based exercises involving individual and group analyses and presentations on specific business situations/problems relevant to the learning outcomes of the module.
  • The summative assessment is an individual business analytics project, which is designed to test the ability to formulate a problem, apply appropriate business-analytics techniques to analyse it, and critically interpret the results obtained.

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Workshops - combination of lectures, groupwork, case studies and discussion 6 Over a 3-day teaching block 4.5 hrs 27
Webinars / online videos 2
Preparation and Reading 71
Total 100

Summative Assessment

Component: Written Assignment Component Weighting: 100%
Element Length / duration Element Weighting Resit Opportunity
Individual Project 3000 words max 100% Same

Formative Assessment:

Classroom-based exercises involving individual and group analyses and presentations on specific business situations/problems relevant to the learning outcomes of the module. Oral and written feedback will be given on a group and/or individual basis as appropriate.

Attendance at all activities marked with this symbol will be monitored. Students who fail to attend these activities, or to complete the summative or formative assessment specified above, will be subject to the procedures defined in the University's General Regulation V, and may be required to leave the University