Business Intelligence and Analytics (BIA) is the study of techniques and tools to gather information, organise data and interpret it to support business decision making. Upon completion of this specialization /extension, students should be able to find new insights from visualization, maximize the business value of social media data and integrate analytics into marketing strategy for delivering customer value.
This module discusses techniques for pre-processing data before mining and presents the concepts related to data warehousing, online analytical processing (OLAP), and data generalization. It presents methods for mining frequent patterns, associations, and correlations. It also presents methods for data classification and prediction, data-clustering approaches, and outlier analysis.
This module provides an essential visualisation framework for becoming a smarter enterprise and shows through case studies how we can find new insights from visualisation. Dashboards and data modelling are introduced to give students a foundation to what they will be expecting in the world of data science.
This module combines the essential analytics methodologies with practical applications and covers core areas such as social media data mining for SNS applications, establishing real competitive advantage buried in social media, maximize the business value of their social media data, analysing the unstructured data, interpreting, and acting on the knowledge to gain new insights.
This module is designed to help students understand the role of market research, data, information systems, analytics and the ethical and social responsibility issues surrounding the handling of consumer data. Students in this module will learn various tools and techniques required to integrate analytics into marketing strategy. In addition, this course provides an experiential understanding of how to effectively use marketing analytics tools for delivering customer value.
This specialisation is offered as an option as part of the Bachelor of Information Technology (Hons). Click below to learn more about the programme.