Business Analytics

Module overview:

This module provides you with the knowledge, tools, and methods needed to uncover insights and support decision-making in business settings.

You will study data-driven approaches, enabling you to interpret data, recognise trends, and deliver practical recommendations to enhance business operations, optimise customer experiences, and boost organisational effectiveness.

Module overview:

This module introduces you to the principles, technologies, and applications of business intelligence (BI), focusing on how organisations transform raw data into meaningful insights to support strategic decision-making. 

You will explore the key concepts, techniques, and applications of BI, analytics, data science, and artificial intelligence (AI). 

Through a structured approach, you will develop a deep understanding of how data-driven decision-making transforms businesses and drives innovation.

You will begin with an overview of BI, analytics, data science, and AI, followed by an in-depth look at AI concepts, technologies, and business applications.

As you progress, you will explore descriptive analytics, including data warehousing, visualisation, and statistical modelling, which form the foundation for extracting meaningful insights from business data.

Module overview:

This module explores how artifical intelligence (AI) technologies are transforming business by automating processes, enhancing decision-making, and fostering innovation.

It provides both theoretical knowledge and practical skills, enabling you to apply AI tools to solve real-world business challenges, improve efficiency, and gain a competitive edge.

The module begins by addressing what AI is, the rise of machine learning, and how to select the most effective AI approaches for different scenarios. You will explore common AI applications and the role of AI in handling big data, developing insights into how AI-powered tools can enhance data-driven decision-making.

In the second half of the module, the focus shifts to machine learning, covering fundamental concepts, learning paradigms (supervised, unsupervised, and reinforcement learning), and popular machine learning algorithms.

You will gain hands-on experience in applying machine learning algorithms to real-world business problems, evaluating their effectiveness and practical challenges.

Module overview:

This module focuses on the use of data and analytical techniques to make informed marketing decisions and optimise marketing strategies. 

This module combines theoretical foundations with practical applications, teaching you how to leverage data to measure performance, understand customer behavior, forecast trends, and improve marketing effectiveness. You will explore data-driven techniques to enhance marketing decision-making, pricing strategies, and sales forecasting.

Using analytical tools like Excel, Solver, and Neural Networks, you will develop the ability to extract insights from marketing data and optimise pricing for maximum revenue. You will begin by analysing marketing data using PivotTables, Excel charts, and functions, followed by demand estimation and price optimisation techniques.

You will then dive into pricing strategies, including price bundling, non-linear pricing, price skimming, and sales dynamics, to understand how businesses maximise profitability.

The module further covers revenue management, equipping you with strategies to adjust pricing in response to demand fluctuations. You will then focus on sales forecasting using multiple regression, trend modeling, seasonality adjustments, and neural networks to anticipate market trends and consumer behavior.

Module overview:

You will explore a topic of your choosing, based on your own interests as agreed and supported by a member of the academic team and produce a product and supporting report.

The project provides an opportunity for you to research and deliver a significant piece of individual work that incorporates the practical and analytical skills presented in the programme.

The final year project will enable you to explore a topic of you choice. There are four project types:

• Student-defined
• Academic-defined (research based)
• Industry-defined
• Social enterprise