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Institute of Business l
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MKT 467
Spring 2022
HASSAAN KHALID
Course
ERP Class NBR 60309, 60771, 60800
Information
Programs BBA, BS Economics, BS Accounting & Finance
and Title
Class Details Class Timings and
7:00 PM – 9:45 PM
Room
MON TUE WED THU FRI SAT SUN
Session Day(s)
N N N N N Y N
Credit Hours 3.00
Email hakhalid@iba.edu.pk
Contact No. +1-312-900-4406
Course Data analytics is one of the fastest growing fields globally and it has permeated
Description
all major business functions. Increasingly managers are relying on data analytics
to help make effective decisions. McKinsey estimates from 2016 estimated 1.5
million new jobs in the field. Pakistani businesses are also catching up with the
trend and there is dire need for analytics skills in business graduates.
This course aims to introduce the various domains on data analytics with a
focus on the implementation of those domains in the business setting esp. in
marketing. The content will cover multiple applications of analytics in
marketing such as sales forecasting, market basket analysis, customer
segmentation, media buying etc. Live business datasets will be used wherever
feasible to give students a realistic idea of the impact and benefits of data
analytics.
Learning 1. Appreciate the role of data analytics in the changing business
Goals
environment.

2. Identify the scope of data analytics and various applications in the

Pakistani business environment.

3. Understand how to quantify the impact of analytics on revenue and

profit.

4. Build enough basic knowledge to allow students to confidently hold

meetings with third party analytics firms when they take over a corporate
role.

5. Introduce students to R programming to make a transition to a focused

data analytics career easier.

Learning 1. The course develops skills in the core areas of management, and marketing from
Outcomes an analytics standpoint. Analytics itself has evolved into being a separate business
function with analytics teams becoming more and more common in organizations

2. The course also aims to impart critical thinking skills by allowing students to
experiment with different methods of solving problems before converging onto an
algorithmic solution. It also develops the concept of asking for quantitative
evidence for business decisions

3. Ethics is a widely discussed issue in analytics as many algorithms and models can
work fairly well on demographic or socioeconomic data but it may be an ethical
conundrum on whether the usage of such data constitutes a racist or otherwise
biased policy to be implemented in organizations. Students will learn across
multiple cases to always question whether the analytics solution is built on ethical
grounds.

Course Learning Outcomes mapped to Program Learning Outcomes

Knowledge
Communicat of
Critical Glocal
ion Core Ethics
Skills Mindset
Learning Goals Skills Business
Areas
Learni
ng
Outco
mes
1 X
2 X
3 X
Teaching and The course operates as a series of two session rounds where a case study session is
Learning followed by a theory session. Students are encouraged to participate in groups to solve
Methodology
the case in novel and unique ways before they converge onto the solution path following
which the theory for those concepts is introduced.
Textbooks Recommended Text(s)
and Reading
Materials; 1. Data, Models and Decision Making; The Fundamentals of Management
Important
Dates Science by Bertsimas and Freund

2. Articles and handouts provided in class

Secondary Text(s)

1. Open Intro Statistics

Dates

Exam Type Date Start Time End Time

Midterm Exam TBA TBA TBA

Final Exam TBA TBA TBA

Notes

Exams will come with a resubmission option with relaxed time limits. These take home
resubmissions will allow students to earn partial credit on questions incorrectly
answered during the actual exam

Prerequisite Pre- Requisite:

Courses,
Skills and Principles of Marketing
Knowledge
Statistical Inference

Assignments:
Module Session Topics Covered Readings

Introduction to course, examples of

Introduction 1
data analytics in decision making
Excel case, revision of statistical
inference (PDF, CDF, normal and
Primer 2 binomial distribution, central limit Open Intro
theorem, hypothesis testing and Statistics Chapter 1-
confidence intervals) 6
Introduction to linear regression, Loss
Supervised
function of a linear regression,
Machine 3
assumptions of linear regression, Open Intro
Learning
case study, interpreting results Statistics Chapter 7
 James Bakery case, advanced
Supervised
concepts of linear regression,
Machine 4
stepwise, LASSO, and ridge
Learning
regression ISLR Chapter 3, 6.2
Supervised
Machine 5 Logistic regression introduction ISLR Chapter 4.1 –
Learning 4.3
Supervised
Logistic regression churn prediction
Machine 6 ISLR Chapter 6.1,
case
Learning 6.3
Supervised
Machine 7 Decision Trees
Learning ISLR Chapter 8.1
Unsupervised
K means clustering, market basket
Machine 8 ISLR Chapter 10.3.1,
analysis
Learning articles and blogs
Unsupervised 9 (for
General talk on other applications in
Machine first
unsupervised ML
Learning half) NA
Bayesian 9 (for
Building beyond probability models
Decision second Bertsimas Chapter
to decision making, case study
Analysis half) 1
Bayesian
Javier Pena case completion, Bertsimas Chapter
Decision 10
Avalanche Corporation Case 1
Analysis
Bertsimas Chapter
Optimization 11 Single stage optimization
7
Bertsimas Chapter
Optimization 12 Two stage optimization
7
These two sessions are unplanned to
TBD 13 accommodate class progress speed.
If time permits, we may discuss NA
Monte Carlo simulations and Markov
TBD 14 chains NA
Required 1. Data, Models and Decision Making; The Fundamentals of Management Science
Text(s): by Bertsimas and Freund – ISBN-13: 978-0975914601
Relevant handouts from the book will be provided by the instructor

Electronic
LMS Course site
Resources:
Calendar: NA
Student Students will develop an understanding of the use of analytics in business settings and
Outcomes: be equipped with enough technical skills to implement simple solutions. Students will
also be able to hold conversations with more technical data science teams,
communicate requirements in the correct jargon, and hold meaningful conversations
with analytics teams.
Weighting of
Assignments: Required
Weight Due Date Point Value
Assignment
Labs 5 TBA
Assignments 25 TBA
Hourlies and
30 TBA
Exams
Project 40 TBA
Grading The IBA grading scale available on the website will be applicable to this course. Any
Scale: relative grading will be done to adjust marks according to that scale.
Policy -
Attendance: There is no class-cut system. Students are expected to attend all classes and
laboratory periods for which they are enrolled. An absence is an individual matter
between student and instructor. Students are directly responsible to instructors for
class attendance and for work missed during an absence for any cause.

Late entry is marked as absent.

Policy – LMS
All contents of the course will be uploaded on SAKAI. However, viewing a lecture on
SAKAI
SAKAI will not mark you present for a missed class
Statement:
Policy - The instructor reserves the right to change the listed assignments. Students will be
Assignments: given at least one week's notice and a revised syllabus if the listing of course
assignments changes.

Policy - Cell You are NOT required to turn off your cell phones. You ARE required to keep them on
phones and silent modes. Furthermore, this relaxation is only to ensure that you do not miss calls
pagers: that may be urgent e.g. from family or from prospective employers who may not call
back. Students found on social media, or engaging in otherwise unproductive internet
activity will lead to this privilege being retracted from the entire class and a no phones
policy being implemented strictly.
Policy - Our University maintains the highest standard for academic honesty and trusts that
Academic each student will perform ethically and professionally when preparing required work for
Honesty: this course. Each assignment must represent the student's original work, even for
work designated as group work. Although we encourages collaboration between
students and faculty in the sharing of ideas and experiences, individual work needs to
represent the student's original thought and be distinguishably different from other
students' work. Academic dishonesty undermines the values of Our University as well
as the educational endeavor. Dishonesty and theft of any kind are not to be tolerated,
but the act of cheating in academic work is detrimental to the educational process and
ultimately cheats both the student involved and the entire community of scholars. All
instances of academic dishonesty will be reported to the Dean of the College. Please
refer to the academic catalog for a more thorough review of the university's academic
dishonesty policy.

Policy - All papers are to be college level papers: typed, spell-checked and grammar-checked,
Written Work: well written with a logical flow of thought.

Policy - Late You are entitled to 3 late days over the entire semester. So, for an assignment due
Assignments: today you can submit it up to 3 days later with no penalization. But the 3 days are
cumulative for all assignments and should not be interpreted as 3 late days for every
assignment. In case of late submission, LMS will close and you will need to email your
assignment to the instructor and the TA and mention the number of late days you have
utilized.

Beyond late days, every day an assignment is delayed will cost you 10% of the marks
 you have earned up till a total penalization of 50%. Penalization shall not exceed 50%
regardless of the submission delay.

Policy - There is no class participation category in the calculation of the final grade. However,
Participation: majority of the learning of this class happens during the case study discussions. You
are encouraged to participate actively. Please remember – no question is too basic
and asking a question to get your doubts clarified is better than not asking it and losing
out on the concepts.

Policy - Our University is committed to providing a hospitable and supportive environment to

Students with qualified students with diagnosed disabilities and to comply fully with Section 504 of
Disabilities: the Rehabilitation Act and the Americans with Disabilities Act. Day Students: Services
for students with disabilities are coordinated by the Director of Disability Support
Services. Students are encouraged to present appropriate and current documentation
of their disability within the last three years before their first semester of classes.
Accommodations will be determined by the Director of Disability Support Services
based on the documentation. Students will be empowered to communicate this
disability and classroom learning needs to their faculty each semester. Continuing
Studies Students: Services for students with disabilities enrolled in Continuing Studies
are coordinated by the Coordinator of Disability Services. Students must present
appropriate and current documentation well in advance of their first semester of
classes. Accommodations will be determined, based on documentation, and
communicated to faculty each semester, with the consent of the student.

Policy - The Federal Education Rights and Privacy Act requires that we advise students that
FERPA: by registering for this course, your email addresses will be revealed to classmates and
the instructor. By continuing your enrollment in the course, you acknowledge your
understanding of this policy. By enrolling in this course you agree to the following
statement: I understand that as a result of registering for this course, my assigned
email address will be revealed to classmates and the instructor.