Course Outline Format

Course Name: Business Analytics Course Faculty: Dr. Purba Rao

Course Objectives: Business Analytics elective will familiarize students in applying predictive
analytical modeling approaches to solve business decision making problems. The course will
encompass various functional areas, such as marketing related problems, operations related
problems, strategy related problems and finance related problems.
It will encompass predictive modeling using statistical approaches as well as heuristic
approaches.

The course will comprise :
Module 1:
Finance Analytics, sessions 1-7.

Module 2:
H. R. Analytics, sessions 8-12.

Module 3:
Marketing Analytics, sessions 13-17.

Module 4:
Operations Analytics, sessions 19-20.



The course will include a group-project. So student can either do the group project (which will
include primary data collection) .

Prescribed Text: business Analytics, an application focus, by Purba H. Rao, PHI, New
Delhi , 2013
Additional References: (1) Marketing Research by Naresh Malhotra, (2) Multivariate Data
Analysis by Anderson, Sweeney, Tatham and Black.
Pedagogy:Lecture/ Case Discussion/
Evaluation:
Component Weight-age Description
1 Mid-term exam =written exam 25%
2 Group project 40 %
3 End-term exam 35%
4
5
6




Session
No.
Topic Readings/Cases Activities
1-2 Introduction to Business Analytics:
Gap Analysis in the Banking
Industry. Finance context
. (1)New Product in the
Banking Industry.

Discussion and
Using EXCEL in
class
3-4-5 Risk assessment for project by Monte
Carlo Simulation. Finance function.
(1)Northwestern
Company
(2) Wilton Toy company
(3) Risk assessment for
New Project
(4)I RR/NPV
Use of EXCEL
and Crystal Ball/
6 Using logistics regression to predict
corporate bankruptcy , Finance
Case: Corporate
Bankruptcy
SPSS


7 Continue Logistics Regression in
Finance function
.Case: Credit Scoring for
Micro-credit industry
SPSS
8-9







10-12




13-15







16-17



18
Analytics in H.R. function: Gap
Analysis, Logistics Regression






Structural Equation Modeling in H.R.
function



Gap Analysis in Marketing Context ,
Perceptual Mapping by
Multidimensional Scaling and
Discriminant Analysis




RFM Analysis in Marketing Context



Presentation of project proposals by
(1) Case :
Performance
Evaluation across
departments in an
organization
(2) Case: Attrition in
Contact Center
Industry
Corporate Social
Responsibility and its
impact on employee
motivation.

Assess product
performance in smart-
phone market,
Myntra.com,Perceptual
Mapping for smart-phone,
Alternative medical
treatments

Case: Harit Ayurvedic
products, Online
shopping products


Discussion on
Multivariate
Logistics
Regression




AMOS software





SPSS





19-20





students




Analytics in Operations function
using (1) Benchmarking and (20SEM
with AMOS





Case: Benchmarking
operations indicators in
Contact enter Industry.
Case: Improving
Technological efficiency
in Retail Supply Chain
Case: Customer
Satisfaction for Mobile
Service Provider