The aim of this course is to give you the skills to help organisations answer questions such as: which customers are contributing to our profitability and which ones are not? What product portfolio will increase overall sales rather than cannibalisation? Which services are most profitable on the basis of costs of customer retention?

Business intelligence (BI) is a systematic approach that shifts from decisions based on gut feelings and trial and error to evidence-based management for timely and accurate decisions to enhance profitability, increase market share, and improve customer service. People at all levels in organisations need the right information at the right time to help them make the right decisions. They also need to be able to share that information with suppliers, partners, and customers.

The course will incorporate a laboratory component using the SAS product set (SAS is one of the world’s leading supplier of BI tools) so that concepts presented in class can be applied immediately to solve problems with real-world relevance.