Annexure-II 1

Business Analytics Semester 7

Course Code BAD714B CIE Marks 50
Teaching Hours/Week (L: T:P: S) 3:0:0:0 SEE Marks 50
Total Hours of Pedagogy 40 Total Marks 100
Credits 03 Exam Hours 03
Examination type (SEE) Theory
Course objectives:
● Understand the nature of data, statistical Modelling and visualization.
● Learn concepts of Business analytics and Data Warehousing.
● Gain knowledge on Data mining process and SNA, text & Web analytics.

Teaching-Learning Process (General Instructions)

These are sample Strategies; that teachers can use to accelerate the attainment of the various course
outcomes.
1. Lecturer method (L) needs not to be only traditional lecture method, can make use of digital
tools to visually demonstrate key ideas that could be adopted to attain the outcomes.
2. Use think-pair-share strategies where students collaborate in pairs or groups to discuss
concepts and solve small problems before sharing their understanding with the class.
3. Use case studies that apply machine learning in fields like finance, healthcare, and marketing to
reinforce practical applications.
4. Adopt Problem Based Learning (PBL), which fosters students’ Analytical skills, develop design
thinking skills such as the ability to design, evaluate, generalize, and analyze information.
5. Utilize tools to visually demonstrate the impact of different concepts and methods of animation.
6. Demonstrate ways to solve the same problem and encourage the students to develop their own
creative solutions.
Module-1
An Overview of Business Intelligence, Analytics, Data Science, and AI: Changing Business
Environments and Evolving Needs for Decision Support and Analytics, Decision-Making Processes and
Computerized Decision Support Framework, Evolution of Computerized Decision Support to
Analytics/Data Science, A Framework for Business Intelligence, Analytics Overview.

Artificial Intelligence - Concepts, Drivers, Major Technologies, and Business Applications:

Artificial Intelligence: Concepts, Drivers, Major Technologies, and Business Applications, Conversational
AI—Chatbots.

[Note: Analytics in action – Excluded]

Chapter 1 (1.2-1.6), Chapter 2(2.4-2.6, 2.9)
Module-2
Descriptive Analytics I -Nature of Data, Big Data, and Statistical Modeling: The Nature of Data in
Analytics, A Simple Taxonomy of Data, The Art and Science of Data Preprocessing, Definition of Big Data,
Fundamentals of Big Data Analytics, Big Data Technologies, Big Data and Stream Analytics, Statistical
Modeling for Business Analytics, Regression Modeling for Inferential Statistics.

[Note: Analytics in action – Excluded]

Chapter 3 (3.2-3.10)
Module-3
Descriptive Analytics II: Business Intelligence Data Warehousing, and Visualization: Business
Intelligence and Data Warehousing, Data Warehousing Process, Data Warehousing Architectures, Data
Management and Warehouse Development, Data Warehouse Administration, Security Issues, and

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 Annexure-II 2

Future Trends, Business Reporting, Data Visualization, Different Types of Charts and Graphs, The
Emergence of Visual Analytics, Information Dashboards.

[Note: Analytics in action – Excluded]

Chapter 4 (4.2-4.11)
Module-4
Predictive Analytics I - Data mining process, methods, and Algorithms: Data Mining Concepts
and Applications, Data Mining Applications, Data Mining Process, Data Mining Methods.

Prescriptive Analytics - Optimization and Simulation: Model-Based Decision-Making, Structure of

Mathematical Models for Decision Support, Certainty, Uncertainty, and Risk, Decision Modeling with
Spreadsheets.

[Note: Analytics in action – Excluded]

Chapter 5 (5.2-5.5), Chapter-8 (8.2-8.5)
Module-5
Predictive Analytics II - Text, Web, and Social Media Analytics: Text Analytics and Text Mining
Overview, Natural Language Processing (NLP), Text Mining Applications, Text Mining Process,
Sentiment Analysis and Topic Modeling, Web Mining Overview, Search Engines, Web Usage Mining
(Web Analytics), Social Analytics.

[Note: Analytics in action – Excluded]

Chapter 6 (6.2-6.10)
Course outcome (Course Skill Set)
At the end of the course, the student will be able to :
1. Explain the role of business analytics in a dynamic business environment.
2. Demonstrate modern tools for Statistical Modelling and Visualization.
3. Illustrate analytics for Business Analytics and Data Warehousing.
4. Implement algorithms for data mining techniques and processes.
5. Develop scripts for Text & Web mining and social network analysis.

Assessment Details (both CIE and SEE)

The weightage of Continuous Internal Evaluation (CIE) is 50% and for Semester End Exam (SEE)
is 50%. The minimum passing mark for the CIE is 40% of the maximum marks (20 marks out of
50) and for the SEE minimum passing mark is 35% of the maximum marks (18 out of 50 marks). A
student shall be deemed to have satisfied the academic requirements and earned the credits
allotted to each subject/ course if the student secures a minimum of 40% (40 marks out of 100) in
the sum total of the CIE (Continuous Internal Evaluation) and SEE (Semester End Examination)
taken together.

Continuous Internal Evaluation:

● For the Assignment component of the CIE, there are 25 marks and for the Internal Assessment
Test component, there are 25 marks.
● The first test will be administered after 40-50% of the syllabus has been covered, and the
second test will be administered after 85-90% of the syllabus has been covered
● Any two assignment methods mentioned in the 22OB2.4, if an assignment is project-based
then only one assignment for the course shall be planned. The teacher should not conduct
two assignments at the end of the semester if two assignments are planned.
● For the course, CIE marks will be based on a scaled-down sum of two tests and other methods
of assessment.

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 Annexure-II 3

Internal Assessment Test question paper is designed to attain the different levels of Bloom’s
taxonomy as per the outcome defined for the course.

Semester-End Examination:
Theory SEE will be conducted by University as per the scheduled timetable, with common question papers
for the course (duration 03 hours).
1. The question paper will have ten questions. Each question is set for 20 marks.
2. There will be 2 questions from each module. Each of the two questions under a module (with a
maximum of 3 sub-questions), should have a mix of topics under that module.
3. The students have to answer 5 full questions, selecting one full question from each module.
4. Marks scored shall be proportionally reduced to 50 marks.
Suggested Learning Resources:
Textbook:
1. Ramesh Sharda, Dursun Delen and Efraim Turban, “Business Intelligence, Analytics, Data Science and AI
– A Managerial Perspective”, 5th edition, Global Edition, Pearson Education Limited, 2024.

Reference Books:

1. Steve Williams, Business Intelligence Strategy and Big Data Analytics - A General Management
Perspective, Morgan Kaufmann (Elsevier), 2016.
2. Vincent Charles, Pratibha Garg, Neha Gupta and Mohini Agarwal, Data Analytics and Business
Intelligence - Computational Frameworks, Practices, and Applications, CRC Press, 2023.
5. Ira J. Haimowitz, DATA ANALYTICS FOR BUSINESS - Lessons for Sales, Marketing, and Strategy,
Routledge (Taylor & Francis), 2023.

Web links and Video Lectures (e-Resources):

● https://onlinecourses.nptel.ac.in/noc24_cs65/preview
● https://onlinecourses.nptel.ac.in/noc21_cs45/preview
● https://www.geeksforgeeks.org/what-is-data-analytics/
● https://onlinecourses.nptel.ac.in/noc20_mg11/preview
● https://onlinecourses.nptel.ac.in/noc23_mg104/preview
● https://onlinecourses.nptel.ac.in/noc20_mg24/preview
Activity Based Learning (Suggested Activities in Class)/ Practical Based learning
● For a batch of TWO students, submission of analytics report and conduction of group discussion
(one example/case per batch) on examples (refer section 1.7) and Analytics in Action (Cases) of
Textbook [10 Marks]
● Implementation (Individual): 15 Marks
1. Cluster analysis using k-means algorithm for a given customer data set (use Python/R/any
other tool).
2. Identify frequent item sets using the Apriori algorithm for a given transaction data set (use
Python/R/any other tool).
3. Use a dataset of customer product reviews (e.g., Amazon reviews) to classify the sentiment of
each review as positive, negative, or neutral using a pre-trained machine learning model (e.g.,
Naïve Bayes). Evaluate the accuracy of your sentiment classifier. (use Python/R/any other
tool).
4. Use text mining techniques to analyse a collection of news articles. Identify the most frequent
terms and perform topic modelling using Latent Dirichlet Allocation (LDA) to find hidden
topics within the articles. (use Python/R/any other tool).
5. Given a dataset representing a social network (e.g., Twitter follower data), create a graph and
perform Social Network Analysis (SNA) to find the most influential users using centrality
measures like degree, closeness, and betwenness centrality. (use Python/R/any other tool).