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

Business intelligence (BI) is a systematic approach that shifts organisation decision making from being based on ‘gut feelings’ and trial and error to being based on evidence. It is concerned with providing timely and accurate information for decisions that enhance profitability, increase market share, and improve customer service and is focused on providing information to people at all levels in organisations with the right information at the right time.

The course is also investigates with the sharing of 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 to solve problems with real-world relevance.