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Business Analytics

9-13 July 2019
Course Fee: SGD6,500 (including GST)

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Business analytics —the art and science of developing useful information and insights from large amounts of data—is of growing importance in today’s world. The modern organization has scores of data (e.g. web retail traffic data) that are often under-utilized for business planning and market research opportunities. This course equips participants with the knowledge and skills, to investigate existing business operational data to continually develop innovative marketing insights and new solutions for marketing decisions. Participants will be exposed to various data modeling techniques using real-life business data that will allow them to provide useful predictions such as supply and demand forecast, pricing and profitability forecast, consumer trend analysis and the likes. This course systematically introduces the process of developing a strong business analytic case starting from the exploration of the data context to finally obtaining the explanatory or predictive results. The students will learn how to ask the right questions and how to draw inferences from the data by using the appropriate data mining tools. Using XLMiner and real business data, the students will acquire hands-on experience on applying data mining methods. Overall, the course will enable students to approach marketing problems data-analytically, envision data-mining opportunities in organizations, and also follow up on ideas or opportunities that present themselves.

At the end of the course, students will be able to:

  • To understand the application of business analytics tools for marketing in general as well as its idiosyncratic applications in Asian economies.
  • To develop proficiency in the use and comprehension of the common tools available for data analytics.

About the Instructor
Goh Kim Huat is Associate Professor in the Division of Information Technology and Operations Management at the Nanyang Business School (NBS). Dr Goh graduated with Bachelors of Accountancy (First Class Honours) from NBS and received his PhD in business administration with specialization in economics and information systems from the Carlson School of Management, University of Minnesota, Twin Cities. His research interests include applying behavioral economic theories to explain consumer behaviour in technology mediated environments, examining electronic markets strategies and the value of IT in financial institutions. He has published in top information systems (IS) journals such as MIS Quarterly (MISQ), Information Systems Research (ISR) and Journal of Management Information Systems (JMIS). He is the Area Editor for Electronic Commerce Research Applications journal and co-Editor for Journal of Management Information Systems (Special Issue). He teaches accounting information systems and information systems in financial services at the undergraduate level and was awarded the Teaching Excellence Award by NBS in 2010.

About the Course Structure
As this is an elective course in the MSc (Marketing & Consumer Insight) programme, participants will be joining the MSc students and are thus expected to contribute/participate fully in the course, i.e., to attend all sessions diligently and complete all the required assignments/projects as required. This is an intensive full-time 5-day course conducted on NTU campus in Singapore. A typical day starts from 830am to 6pm incorporating seminar sessions, group discussions, experiential workshops and presentations.

At the end of the course, participants will receive a Certificate of Participation awarded by the Nanyang Business School, Nanyang Technological University.

Please note that participation in/completion of this course does not guarantee admission to the MSc (Marketing & Consumer Insight) programme or any other graduate programmes at NTU. Participants who wish to embark on a graduate programme will need to satisfy the respective programme’s admission requirements and undergo the admissions review process.

Preferred Participant Profile
This course is suited for middle- to senior-level executives in any industry who wish to truly understand their customers and adapt to fast-changing markets.

Participants should possess a bachelors’ degree with a minimum of 8 years of full-time work experience.

On-Campus Accommodation
For our foreign participants, on-campus accommodation is available at the Nanyang Executive Centre,​. Please note that the course fee do not include accommodation and travel expenses.

Click here to submit your application online.

For Enquires on the Course & Application, please contact:

Ms Ramona Zuzarte
Nanyang Business School
Nanyang Technological University

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