Welcome to the School of Business Analytics and Marketing.
We live in a world shaped by data, technology, and shifting markets. Our School exists to make sense of it and to equip our students to lead within it.
Our research connects business analytics, data science, marketing, AI, and behavioural insight to solve challenges that matter to business, government, and society. We produce work that advances knowledge and creates value - published in leading journals, applied in industry, and designed to make a real difference.
Students engage with academics who are active researchers, and with peers who bring diverse perspectives and ambitions. Industry and public sector partners help shape what we teach, so education stays grounded in real workforce needs.
I invite you to learn more about our school and become part of our story.
The School of Business Analytics and Marketing (BAM) brings together expertise in data, markets, and consumer behaviour to help organisations make smarter, evidence‑based decisions.
Our academic expertise strengths span business analytics, marketing strategy, consumer behaviour, machine learning, AI-enabled decision-making, and sustainable marketing. Our School is internationally recognised for its work in statistics, econometrics, optimisation, forecasting, and the computational foundations of modern AI—capabilities that support research into financial risk, productivity, supply chains, and large‑scale data-driven decisions.
Our programs integrate advanced analytical capability, data-driven decision-making, and a deep understanding of markets, consumers, and organisational behaviour to develop adaptive leaders who integrate analytics, strategy, and communication to navigate rapid technological change and evolving customer expectations.
Discover our undergraduate, postgraduate and research courses in business analytics and marketing.
The School of Business Analytics and Marketing is home to a multidisciplinary group of researchers who develop new data science methods and deploy data analytics techniques for measuring and improving the productivity, efficiency and performance of organisations.
We are committed to producing research that advances knowledge and creates practical value for business, government, and society. Our work emphasises how organisations create, communicate, and deliver value in dynamic, digitally mediated markets.
Our research integrates rigorous theory with applied methods, combining econometric and optimisation models, behavioural and quantitative approaches to consumer behaviour, and data-driven insights that inform business strategy, public policy, and organisational performance.
In the field of business analytics, we engage with all aspects of data analysis, making forecasts and building models to enable better management decisions – vital assets to every business area. Our expertise includes:
Our marketing research is characterised by strong links with business, professional associations, government and not-for-profit organisations. We are successful in winning research grants and consultancy projects meaning our research is both relevant and of the highest academic standards. Our marketing expertise includes:
Explore our Business Analytics Working Paper Series, from 1975-present.
Associate Professor Steven Lu
Associate Professor Boris Choy
Professor Stacey Brennan
Charu Malhotra
charu.malhotra@sydney.edu.au
+61 2 8627 7697
