Business intelligence (BI) is a systematic approach for evidence-based management that uses sophisticated data analysis tools to assists decision makers solve a variety of business problems, such as improving business operations increasing profitability, gaining market share, improving customer service etc. This course provides an introduction to business intelligence techniques and software that can be used to analyse a range of qualitative and quantitative data in both structured and unstructured format (e.g. sales and market reports, operations reports, financial reports, social media contributions etc.).

The course includes the use of real-world business case studies and software tools for (i) aiding information and knowledge discovery, (ii) analysing data to improve decision making, and (iii) visualizing complex data relationships. The course will thus give you the skills to help answer a broad range of questions relevant to business decision makers, including: What comments made by users on social media sites have the greatest impact on our reputation? Which customers are contributing to our profitability and which ones are not? What product portfolio will increase overall sales rather than cannibalization? Which services are most profitable on the basis of costs of customer retention? Are fraudulent transactions being made using company credit cards? Which initiatives have the greatest impact on customer satisfaction?