GUJARAT TECHNOLOGICAL UNIVERSITY

INTEGRATED MASTER OF BUSINESS

ADMINISTRATION
Year – 3 (Semester –6) (W.E.F. Academic Year 2017-18)
Subject Name: Essential of Business Analytics (EBA)
Subject Code: 2567101

1. Learning Outcomes:
At the end of semester students would be able to
a) Explain business analytics and its role within an organization.
b) Acquire domain knowledge of business analytics and its critical concepts
c) Understand business intelligence systems and applications of business analytics
d) Formulate and solve business problems and to support managerial decision making.

2. Course Duration: The course duration is of 40 sessions of 60 minutes each.

3. Course Contents:
Marks
Module No. of
Contents (out of
No. Sessions
70)
Introduction to Business Analytics (BA) – Need,
Components, Types and Techniques (Descriptive,
I Predictive and Prescriptive); Key Purpose of Using IT in 10 17
Business; Information Users and Their Requirements;
Framework for Data Driven Decision Making
Types of Digital Data – Definition, Sources, Storage and
Characteristics of Structured, Unstructured and Semi-
II Structured Data; On Line Analytical Processing (OLAP) 10
versus Online Transaction Processing (OLTP) 18
Definitions and Examples in Business Intelligence, Data
Mining, Big Data, Web and Social Media Analytics,
III Various Perspectives of Managing Data; Need, Features 10 17
and Use of Business Intelligence (BI); Business
Intelligence versus Business Analytics
Analytics in Business Support Functions – Human Capital
IV Analytics, IT Analytics, Sales & Marketing Analytics; 10 18
Analytics in Industries – Telecom, Retail, Healthcare
Practical:
Students should select Small & Medium Enterprise and 30 Marks
V perform an exercise for application of the concepts learned --- of CEC
under the domain of Business Analytics. Student has to
prepare a report and give the presentation in the class.
4. Teaching Methods:
The course will use the following pedagogical tools:
(a) Case discussion and presentation
(b) Role play
(c) Audio-Video Material (b)

5. Evaluation:
The evaluation of participants will be on continuous basis comprising of the following
Elements:
Continuous Evaluation Component comprising of
A
Class test, Assignment, Presentation, Class (Internal Assessment- 50 Marks)
participation
B Mid-Semester examination (Internal Assessment-30 Marks)
C End –Semester Examination (External Assessment-70 Marks)

6. Text / Reference Books:

Sr. Author Name of the Book Publisher Year of
No. Publication
Ramesh Sharda,
Business Intelligence: A Managerial
1 DursunDelen, Pearson Latest
Perspective on Analytics
Efraim Turban
R.N.Prasad and Wiley
2 Fundamentals of Business Analytics Latest
Seema Acharya
U. Dinesh Kumar Business Analytics – The Science of Wiley
3 Latest
Data- Driven Decision Making
Anil Maheshwari Data Analytics McGraw Hill
4 Latest
Education
Jesper Thorlund& Business Analytics for Managers:
Wiley
5 Gert H.N. Laursen Taking Business Intelligence Beyond Latest

Cengage
Business Analytics
6 Sahil Raj Learning Latest

Business Analytics Pearson

7 James R Evans Latest
Note: Wherever the standard books are not available for the topic appropriate print and online
resources, journals and books published by different authors may be prescribed.