Skip to main content
Unit of study_

BUSS6002: Data Science in Business

Growing volumes of data and, more importantly, the computation power to analyse it are now widely recognised as key business assets. No single discipline has the tools to make the most of these assets. Instead successful "big data" capability requires (a) the ability to understand how data can (and often cannot) be used to generate new insights into substantive problems (b) knowledge of how data are generated and used and (c) the ability to understand connections between variables captured in data. This unit provides an overview of principles from the disciplines of Business Information Systems and Business Analytics, applied in the context of Marketing problems, relevant for using 'big data' in business planning, decision-making and operations.

Code BUSS6002
Academic unit Business Analytics
Credit points 6
QBUS5001 or QBUS5002
Assumed knowledge:
Basic knowledge of probability and statistics

At the completion of this unit, you should be able to:

  • LO1. Identify types and sources of data, data quality issues and interact with data storage systems.
  • LO2. Explain and apply foundational techniques of data analysis to business problems.
  • LO3. Categorise business problems in order to select appropriate data analysis techniques and tools.
  • LO4. Interpret and evaluate the outputs of data analysis techniques and tools.
  • LO5. Evaluate data science capabilities of businesses and apply data science process models.
  • LO6. Identify and assess ethical issues associated with data driven decision making.
  • LO7. Communicate effectively with technical and non-technical audiences.