Introductory description

This module introduces students to the theory and practice of conducting business analytics projects.

Module web page

Module aims

Outline syllabus

This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.

Theory for business analytics practice.
Business Analytics Methodology including a four stage model of business analytics projects - proposal phase, inception phase, delivery phase and outputs phase.
Problem Structuring Methods, especially soft systems methodology.
Consulting skills including client management, project design, project management, presentation delivery and report writing.
Business model analysis, particularly purposeful activity modelling and the Business Model Canvas.
Spreadsheet modelling in Microsoft Excel.

Learning outcomes

By the end of the module, students should be able to:

• Demonstrate a systematic understanding of business analytics methodology including the four stage model of business analytics projects, and be able to apply this.
• Demonstrate a systematic understanding of problem structuring methods, especially soft systems methodology.
• Critically review theory for business analytics practice.
• Critically evaluate opportunities for business analytics based upon the concept of business value.
• Critically review the experiential learning which accompanies realistic project delivery.

Indicative reading list

Books:
Burtonshaw-Gunn SA (2010). Essential tools for management consulting [electronic resource]: tools, models and approaches for clients and consultants, Wiley.
Curuksu JD (2018). Data driven: an introduction to management consulting in the 21st century, Springer.
Rosenhead, J and Mingers, J (eds) (2001). Rational Analysis for a Problematic World Revisited: Problem Structuring Methods for Complexity, Uncertainty and Conflict (2nd edition), Wiley.
Osterwalder, A. and Pigneur, Y. (2010). Business Model Generation. Hoboken, NJ: John Wiley and Sons, Inc.
Vidgen R, Kirshner S and Tan F (2019). Business Analytics for Managers, Palgrave.Slager D (2016). Essential Excel 2016 : a step-by-step guide, Apress.
Checkland P and Poulter J (2006). Learning for Action: A Short Definitive Account of Soft Systems Methodology and its Use for Practitioners, Teachers and Students, Wiley.

Articles:
Hindle, G., and Vidgen, R. (2018). Developing a business analytics methodology: a case study in the food bank sector.
European Journal of Operational Research, 268(3): 836-851.
Hindle GA (2011). Teaching Soft Systems Methodology and a Blueprint for a Module, INFORMS Trans Ed, 12(1), 31-40.
Mingers J and Rosenhead J (2004). Problem structuring methods in action. European Journal of Operational Research, 152(3) 530–554.
Osterwalder A and Pigneur Y (2013). Designing Business Models and Similar Strategic Objects: The Contribution of IS, Journal of the Association of Information Systems, 14, 237-244.
Zott C, Amit R and Massa L (2011). The Business Model: Recent Developments and Future Research. Journal of Management, 37(4): 1019-1042

Subject specific skills

Apply a range of consulting skills including client management, problem structuring, project design, project management, spreadsheet modelling, presentation delivery and report writing.
Develop a situation summary of a complex business situation from a strategic perspective.
Analyse and communicate the business model underpinning a business situation.
Design an appropriate business analytics project with reference to stakeholder needs, the situation summary, analysis of the business model and data availability.
Deliver an analytics project in a group setting, using spreadsheet software and including a formal presentation.

Transferable skills

Oral communication.
Written communication.
Problem solving.