POST

GRADUATE
in collaboration with
CERTIFICATE
IN
BUSINESS
ANALYTICS
(PGCM-BA)
Approved by AICTE,
Ministry of Human Resource Development,
Government of India

Software
Partner

*in ODL mode

 POST GRADUATE CERTIFICATE IN BUSINESS ANALYTICS (PGCM-BA)
Approved by AICTE, Ministry of HRD, Government of India
in collaboration with SAS

INTRODUCTION TO THE PROGRAMME

All India Management Association's one-year POST GRADUATE CERTIFICATE IN BUSINESS ANALYTICS is a programme approved by
AICTE, Ministry of HRD, Govt. of India. This unique programme is designed by academicians and endorsed by industry experts.
The lectures are delivered by senior professors and experienced industry professionals. The programme aims to equip the students and
working professionals with industry relevant skills in Business Analytics.

ABOUT THE PROGRAMME

Evolving technology and extensive data floating in verticals like sales, marketing, finance and social media etc., has made data
analysis imperative for the organisations. It helps organisations to understand and predict patterns, forecast, monitor and optimise its
processes. It helps the organisations in managing and supporting suppliers and taking more informed decisions. Business Analytics
is the combination of skills, technologies, applications and processes used by organisations to gain data-driven insights. These
insights can be used to aid decision-making across functional areas and industry sectors.

After consulting the Business Analytics practitioners and understanding the industry needs, AIMA has launched its one year
programme in Business Analytics. This unique, credit based programme is approved by AICTE, Ministry of Human Resource
Development. It is also endorsed by industry and certified by the leading software and analytical company - ® SAS.

PROGRAMME OBJECTIVES

ï To provide participants with industry-relevant skills that are required by Big Data Analysts, Business Analysts and Data Specialists.
ï Familiarise participants with key Big Data platforms and provide them the foundations of business and industry requirements.
ï Train participants on the most sought after programming languages ‘R’ and ‘SAS’.
ï To train participants on tools such as Hadoop, MapReduce, YARN, Hive, Pig, R etc.
ï Train participants to work on integrated projects to solve Business Analytics problems.
ï Equip participants with the knowledge and skills on smart data analysis and preparing them to secure various international certifications
in the field of analytics.

JOB ROLES EXPECTED AFTER THIS PROGRAMME

Business Data Big Data Business Analytics Data

Analyst Analyst Analyst Manager Scientist

MIS Data Visualisation Data Machine Learning Big Data

Consultant Consultant Engineer Engineer Specialist
PROGRAMME STRUCTURE

The programme is divided into 2 semester modules of 6 months each:

MODULE I MODULE II

1. Introduction to Analytics with R and Python 6. Data Visualisation using Tableau & Ms Power BI

2. Data Analysis using R and Python 7. Machine Learning

3. Introduction to Big Data 8. Data Mining

4. Advanced Analytics using R and Python (Predictive Modeling) 9. One Optional Paper:

5. Base SAS Programming Marketing Analytics/HR Analytics/Fraud Analytics

PROGRAMME HIGHLIGHTS
ï Instructor-led training in blended learning mode
ï Face to face classroom teaching and online live classes (both the learning options are available)
ï 200 hrs comprehensive training (135 hrs live classes, 25 hrs of online recorded sessions and 40 hrs of capstone project)
ï Online doubt solving by experts
ï World class study material from leading publishers
ï 24x7 free access to online e-library containing books, reports & journals
ï On the job training & placement assistance after completion of the programme

CERTIFICATION

Post Graduate Certificate in Management (PGCM) - Business Analytics, (Approved by AICTE, Ministry of Human Resource
Development)

ASSESSMENT & EVALUATION PROCESS

The assessment process is divided into 2 levels.
A. Modular Assessment: Based on assignments, projects and practicals- 70% weightage
B. Final Assessment: Assessment on the basis of all subjects as per the course curriculum - 30% weightage
At the end of the course, the student will appear for an online examination of 90 minutes duration for each subject.

ELIGIBILITY
Category 1
ï Statistical students, Engineering graduates and MBA students

Category 2
ï Professionals who need to understand and get meaningful insights from the organisational and sectoral data.
ï Professionals who want to fast-track their career and improve their career and job prospects.
ï Business and Data Analysts, and Database professionals willing to foray into Big Data Analytics
ï Professionals/Organisations in Telecom, Banking, IT Consultancy, Retail & Healthcare who want themselves/their employees to be
proficient in Business Analysis.

ADMISSION PROCESS
ï Submit the Online Admission from through the link https://education.aima.in/showApplicationForm.action
ï Attach the graduation proof, passport size photograph and pay the programme fee online through Credit or Debit Card.
ï The fee can also be paid by submitting a Demand Draft in favour of “All India Management Association” at AIMA, Lajpat Nagar,
New Delhi Office.
PROGRAMME FEE

Payment Options:
ï Lump Sum Payment Option
Fee Particulars Fee

Onetime payment (at the time of admission) ₹ 75,000

ï Installment Option
For first module pay, at the time of admission and for the subsequent module, before the commencement of classes.

Fee Particulars Fee

First Module ₹ 39,500
Second Module ₹ 39,500

TOTAL ₹ 79,000
*One time registration fee of `1,000 will be charged at the time of admission. The fee above is inclusive of all academic charges, study material,
online course content, digital library, amongst other facilities provided by AIMA. All fees paid are non-refundable.

CLASS SCHEDULE
Classes are held on weekends, on Saturday/Sunday

ABOUT AIMA

All India Management Association (AIMA), as the national apex body of management profession in the country is committed to
enhancing the competence of management profession through its multifaceted activities. AIMA has a broad base of 68 Local
Management Associations including two cooperating LMAs abroad, with a membership of over 30,000. AIMA is represented on the
Boards of India's premier Business Institutions and also represented on Boards of Government bodies including the AICTE, National
Board of Accreditation, National Productivity Council to name a few. In addition, AIMA brings to the Indian managers, the best
management practices and techniques through numerous foreign collaborations with professional bodies and institutions.

ABOUT SAS

SAS is a trusted analytics powerhouse for organizations seeking immediate value from their data. A deep bench of analytics
solutions and broad industry knowledge keep its customers coming back and feeling confident. With SAS®, you can discover
insights from your data and make sense of it all. Identify what’s working and fix what isn’t. Make more intelligent decisions and
drive relevant change.

ABOUT STATCRAFT

STATCRAFT is an organisation focused solely on analytics. With a number of registered patents of its own, STATCRAFT is
extensively engaged in analytics training and product development. To disseminate knowledge on analytics and R, it has also
closely worked with the Ministry of Small and Medium Enterprises (MSME), IIT Guwahati and Reva University etc.

For more details, please contact:

Programme Manager
All India Management Association (AIMA)
15 Link Road, Lajpat Nagar – Part III, Near Lajpat Nagar Metro Station, New Delhi – 110024
T: +91 011-47673000/49868399 Extn: 732; 709 | M: +91 92501 27573
E: pgcm@aima.in | W: www.aima.in
 All India Management Association’s
Post Graduate Certificate in Management (PGCM)
Specialization: BUSINESS ANALYTICS
(Approved by AICTE, Ministry of Education)

COURSE CURRICULUM

PROGRAM STRUCTURE
The programme is divided into 2 Semesters. Each Semester is of six months duration. First Semester has 5
subjects and second semester has 5 subjects and a project work, equivalent to 2 papers. Once a semester is
completed, the student progresses to the next semester. The maximum duration to complete the program
is two and half years. Each subject carries 4 credits and the Project work carries 8 credits.

SUBJECTS
MODULE I
1. BA01-INTRODUCTION TO DATA ANALYTICS WITH R AND PYTHON - 4 credits
2. BA02-ADVANCED ANALYTICS USING R AND PYTHON - 4 credits
3. BA03-INTRODUCTION TO BIG DATA - 4 credits
4. BA06- ADVANCED ANALYTICS USING R AND PYTHON (PREDICTIVE MODELING)- 4 credits
5. BA05-BASE SAS PROGRAMMING - 4 credits

MODULE II
6. BA07- DATA VISUALISATION USING TABLEAU - 4 credits
7. BA08- MACHINE LEARNING - 4 credits
8. BA09- DATA MINING - 4 credits
9. One Optional Paper - 4 credits
 BA 10-Marketing analytics-20 hours
 BA 11-HR analytics
 BA 12-Fraud analytics

10. PROJECT WORK/ ON THE JOB TRAINING - 8 credits

Project Work: A term end project in any functional areas: (in Banking, Financial, Marketing, Human
Resources, Fraud mitigation and management). The project should be comprehensive project covering
business analytics problem or model of real world or based on predefined project area in virtual lab.

1
 DETAILED COURSE CURRICULUM
MODULE 1/ SEMESTER 1

Subject Code: BA01

Subject Name: INTRODUCTION TO DATA ANALYTICS AND R

PGCM – Business Analytics 12 Months Program

Subject INTRODUCTION TO DATA ANALYTICS WITH
R AND PYTHON
Duration 15 hrs
Lectures 5 of 3 hrs each
Evaluation Scheme Theory Examination 70 Marks
Internal Assignment 30 Marks
Understanding Analytics
Analytical Approaches and Tools
Exporting R and R - studio
Introduction to Analytics and R Reading Datasets into R and exporting data from R
Programming Cleaning ,Manipulating and Processing data in R
Analyzing Big Data by Using Functions, Loops and
Data Frames
Graphical Analysis in R
Cases

Subject Code: BA02

Subject Name: ADVANCED ANALYTICS USING R

PGCM – Business Analytics 12 Months Program

Subject ADVANCED ANALYTICS USING R AND PYTHON
Duration 15 hrs
Lectures 5 of 3 hrs each
Evaluation Scheme Theory Examination 70 Marks
Internal Assignment 30 marks

Data Analytics using R Using Functions and Packages in R

Descriptive Statistics using R
Analysis of variance
Hypothesis Testing in R & Goodness of Fit
Linear Regression in R
Nonlinear Regression, Logit and Probit
Multiple Linear Regression ( MLR)

2
Subject Code: BA03
Subject Name: INTRODUCTION TO BIG DATA

PGCM – Business Analytics 12 Months Program

Subject INTRODUCTION TO BIG DATA
Duration 15 hrs
Lectures 5 of 3 hrs each
Evaluation Scheme Theory Examination 70 Marks
Internal Assignment 30 Marks
Introduction to Big Data Introduction to Big Data
Business Applications to Big Data
Technologies for handling Big Data
Understanding the Hadoop Ecosystem
Map Reduce Fundamentals and PIG
Understanding HIVE
Integrating R and Hadoop

Subject Code: BA04

SUBJECT NAME : ADVANCED ANALYTICS USING R (PREDICTIVE MODELING)

PGCM – Business Analytics 12 Months Program

Subject ADVANCED ANALYTICS USING R (PREDICTIVE
MODELING)
Duration 15 hrs
Lectures 5 of 3 hrs each
Evaluation Scheme Theory Examination 70 Marks
Internal Assignment 30 Marks

Predictive Modeling
Dimension Reduction Technique
Time Series Models
Cluster Analysis
Decision Trees
Neural Network Models(deep Learning)
Machine Learning for Text Data; Sentiment Analysis
Building a Predictive Model
Model Ensembles

3
Subject Code: BA05
Subject - Base SAS Programming

PGCM – Business Analytics 12 Months Program

Subject BASE SAS PROGRAMMING
Duration 15 hrs
Lectures 5 of 3 hrs each
Evaluation Scheme Theory Examination 70 Marks
Internal Assignment 30 Marks

Block 1-SAS Programming 1: Essentials

Block 2-SAS Programming 2: Data Manipulation Techniques

Essentials The SAS programming process

Using SAS programming tools
Understanding SAS syntax

Accessing Data Understanding SAS data

Accessing data through libraries
Importing data into SAS

Exploring and Validating Data Exploring data

Filtering rows
Formatting columns
Sorting data and removing duplicates

Preparing Data Reading and filtering data

Computing new columns
Conditional processing

Analyzing and Reporting on Data Enhancing reports with titles, footnotes, and labels
Creating frequency reports
Creating summary statistics reports

Exporting Results Using SQL in SAS Exporting data

Exporting reports
Using Structured Query Language in SAS
Joining tables using SQL in SAS
SAS Programming 2: Data Manipulation Learn how to
Techniques Control DATA step processing
Create an accumulating column and process data in
groups
4
 Manipulate data with functions
Convert column type
Create custom formats
Concatenate and merge tables
Process repetitive code
Restructure tables

MODULE2/ SEMESTER 2

Subject Code BA07

Subject Name: DATA VISUALIZATION WITH TABLEAU
PGCM –Business Analytics 12 Months Program
Subject DATA VISUALIZATION WITH TABLEAU & MICROSOFT
POWER BI
Duration 15 hrs
Lectures 5 of 3 hrs each
Evaluation Scheme Theory Examination 70 Marks
Internal Assignment 30 Marks

Data Visualization with Basics of Data Visualization & Introduction to Tableau & Power BI
Tableau Descriptive Analytics and various graphs in Tableau and Power BI
Advanced graphs and features in Tableau and Power BI
Creating dashboards and interactive visualizations in Tableau and Power BI
Special chart types & case studies

Subject Code: BA08

Subject Name: MACHINE LEARNING
PGCM –Business Analytics 12 Months Program
Subject MACHINE LEARNING
Duration 15 hrs
Lectures 5 of 3 hrs each
Evaluation Scheme Theory Examination 70 Marks
Internal Assignment 30 Marks

Understanding Machine Learning

Handling Unstructured Data
Machine Learning Algorithms
Machine Learning
Graphical Models and Bayesian Networks on R
Support Vector Machines
Linear Discrimination
Kernel Machines
Hidden Markov Model
Reinforcement Learning

5
Subject Code: BA09
Subject Name: DATA MINING
PGCM –Business Analytics 12 Months Program
Subject DATA MINING
Duration 15 hrs
Lectures 5 of 3 hrs each
Evaluation Scheme Theory Examination 70 Marks
Internal Assignment 30 Marks

Fundamental of data mining: process, technique, software

Discriminant Analysis
Association Rules Mining
Data Mining Classification
Data Warehousing
Web Data Mining
Online Analytical Processing ( OLAP)
Information Privacy and Data Mining

SUBJECT ELECTIVE
Choose one from following electives
PGCM – Data Science & Business Analytics 12 Months Program
Subject Elective 1
Duration 20 hrs
Lectures 5 of 4 hrs each
Evaluation Scheme Theory Examination 70 Marks
Internal Assignment 30 Marks
1. One Optional Paper
 BA10 Marketing Analytics- 20 hrs
 BA11 HR Analytics- 20 hrs
 BA12 Fraud Analytics- 20 hrs

Subject code: B10

Subject: MARKETING ANALYTICS
PGCM –Business Analytics 12 Months Program
Subject MARKETING ANALYTICS
Duration 15 hrs
Lectures 5 of 3 hrs each
Evaluation Scheme Theory Examination 70 Marks
Internal Assignment 30 Marks

Marketing Analytics Summarize Marketing Data ; Slicing and Dicing Marketing Data
using Excel and R Pricing
Estimating Demand Curves and Using Solver to Optimize Price
Price Bundling and Nonlinear Pricing

6
 Price Skimming and Sales
Revenue Management
Forecasting : Modeling Trend and Seasonality
Analyzing Customers Wants; Conjoint Analysis
Customer Value, Monte Carlo Simulation, and Marketing Decision
Making
Market Segmentation
Market Basket Analysis and Lift
Measuring the Effectiveness of Advertising

Subject code: B11

Subject: HR Analytics
PGCM –Business Analytics 12 Months Program
Subject HR ANALYTICS
Duration 15 hrs
Lectures 5 of 3 hrs each
Evaluation Scheme Theory Examination 70 Marks
Internal Assignment 30 Marks

HR Analytics Human Capital Analytics

Migrate from Business Analytics to People Analytics
Visualizing HR Data
People side of analytics-Stakeholder Alignment
The Measurement Plan
People performance analytics
Compensation analytics
Talent Management analytics

Subject code: B12

Subject: Fraud Analytics
PGCM –Business Analytics 12 Months Program
Subject FRAUD ANALYTICS
Duration 15 hrs
Lectures 5 of 3 hrs each
Evaluation Scheme Theory Examination 70 Marks
Internal Assignment 30 Marks

Module : Fraud Analytics Fraud: Detection, Prevention, and Analytics

Data Collection, Sampling, and Preprocessing
Descriptive Analytics for Fraud Detection
Predictive Analytics for Fraud Detection
Social Network Analysis for Fraud Detection
Fraud Analytics: Post-Processing
Fraud Analytics: A Broader Perspective

7
BOOKS/ STUDY MATERIAL FOR THE PROGRAM

Paper Name Type of Study Material

1. BA01 INTRODUCTION TO DATA ANALYTICS AND R Data Analytics with R by Dr Bharti
Motwani, Wiley Publication
2. BA02 ADVANCED ANALYTICS USING R Data Analytics with R by Dr Bharti
Motwani, Wiley Publication
3. BA03 INTRODUCTION TO BIG DATA Big Data and Analytics by Seema Acharya
and Subhasini Chellappan, Wiley
Publication.
4. BA06 Advanced Analytics using R (Predictive Modeling) Online Pearson Library( AIMA) and Data
Analytics with R by Dr Bharti Motwani,
Wiley Publication
5. BA05BASE SAS PROGRAMMING SAS Essentials: Mastering SAS for Data
Analytics
6. BA07 Data Visualisation using Tableau Getting Started with Tableau by Tristan
Guillevin
7. BA08 Machine Learning Introduction to Machine Learning By
Ethem Alpaydin , PHI
8. BA09 Data Mining Data Mining with Case Studies by G K
Gupta, PHI
9. BA10 Marketing Analytics All by Wiley
10. BA11 HR Analytics
11. BA12 Fraud Analytics