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Department: Management and Marketing
Data Analytics for Strategic Decision-Making
||Available in 2021/22
||G5K709 Business Analytics
Excluded Combination of Modules
- To provide an appreciation of predictive and prescriptive business-analytics techniques.
- To provide knowledge of, and ability to apply, a range of predictive and prescriptive business-analytics techniques.
- To implement predictive and prescriptive business-analytics models using appropriate software.
- To show how business analytics can help companies to make better decisions.
- To provide knowledge of, and ability to apply, storytelling with data to promote data-driven decision-making.
- Predictive techniques such as simulation, queueing models, and Data Envelopment Analysis (DEA).
- Prescriptive techniques such as decision analysis and linear optimisation.
- By the end of the module students should:
- Have in-depth knowledge of a range of predictive and prescriptive business-analytics techniques and be able to apply them critically to management problems.
- Have an understanding of the applicability and limitations of predictive and prescriptive business-analytics techniques;
- By the end of the module students should be able to:
- Implement predictive and prescriptive business-analytics models using appropriate software packages;
- Interpret the results of predictive and prescriptive business analytics models and their relevance for companies;
- Choose appropriate business-analytics techniques for some key management problems.
- Effective written communication skills
- Oral presentation
- Planning, organising and time-management skills
- Problem solving and analytical skills
- Sourcing appropriate data and evaluating evidence
- Interpreting and using data
- Selecting appropriate modes of communication
- Making effective use of communication and information technology
- Storytelling with data
- Group work
Modes of Teaching, Learning and Assessment and how these contribute to
the learning outcomes of the module
- This module will be delivered jointly by the Department of Computer Science and the Business School
- Learning outcomes are met through lectures and computer workshops, supported by online resources. Online resources provide preparatory material for the lectures and computer 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 assessments are an individual video presentation and an individual business analytics project. Both assessments are 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
||1 a week
|Computer Workshops (max 30 students)
||1 every two weeks
|Preparation and reading
||Component Weighting: 100%
||Length / duration
|Individual Written Assignment
||1500 words maximum
|Individual Video Presentation
The formative assessment consists of classroom-based exercises conducted during the computer workshops 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
If you have a query about a specific module or degree programme, please contact the appropriate department. For programmes in the Business School please see the Learning & Teaching Contact List.
If you have a question about Durham's modular degree programmes, please visit our User Guide. If you have a question about modular programmes that is not covered by the User Guide, or a query about the Postgraduate Module Handbook, please contact us using the Comments and Questions form below.