Brochure Cambridge Business Analytics Sep 19 223x6h

Cambridge Judge Business School Executive Education 19 September 2019 - 4 December 2019

BUSINESS ANALYTICS: DECISION MAKING USING DATA

Business Analytics

OVERVIEW

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We all need to develop a mindset of living with constant change. Data-driven projects won’t end anymore but will constantly evolve and iterate. We will be continually testing, experimenting and changing things as our customers’ and clients’ needs and desires change.

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Dr David Stillwell

University Lecturer in Big Data Analytics & Quantitative Social Science, Cambridge Judge Business School In the digital economy, being able to make decisions informed by data is not optional—it is essential. Organisations that make decisions based on data simply perform better.

The programme includes case studies and examples from Google, Netflix, UPS, ePhone, NYC Taxis, Zipcar, Talk Talk and others. WHO IS THIS PROGRAMME FOR?

The Business Analytics programme provides you with the tools you need to put data to work: how to set up experiments, how to collect data, how to learn from data and make decisions to how to navigate the organisational, legal and ethical issues involved in data-based decision making. The programme teaches widely-used frameworks of business analytics: biases, experimentation, descriptive analytics, prescriptive analytics, predictive analytics. Participants then implement the frameworks they have learned through assignments. You will a global and diverse group of participants in the discussion boards where you share your perspectives on the issues being discussed with other participants and seek their views.

This programme is designed for managers across different functions who are interested in implementing analytics projects at their organisation. It provides business managers with the techniques needed to transform their organisation into a data-driven organisation. The assignments and cases in the programme focus on interpreting the results of analysis and taking decisions based on those analysis. The programme will also include demonstration of some advanced analytics tools such as TensorFlow. The programme does not require coding.

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Business Analytics

ABOUT CAMBRIDGE JUDGE BUSINESS SCHOOL

Founded in 1990, Cambridge Judge Business School is part of the Faculty of Business and Management at the University of Cambridge. In 1991 sponsorship from Sir Paul and Lady Judge provided the funds that enabled construction of a building for the newly established school. One of Britain’s most brilliant and innovative architects, John Outram, was chosen to design the building, which has been widely acclaimed for its boldly imaginative and colourful design. The reputation of Cambridge Judge Business School has grown rapidly and today it is internationally celebrated as a provider of stimulating management education, with a particular emphasis on entrepreneurship and innovation management. With a world-class faculty of over 50 and a philosophy of collaboration, the School is a place where people from many disciplines meet and share ideas – policy makers, entrepreneurs, leaders of industry, regulators, not-for-profit organisations and academics. One of the main strengths of Cambridge Judge Business School is its position at the heart of a vibrant entrepreneurial community – the so-called Silicon Fen, or Cambridge Cluster. Cambridge, and the area surrounding it, is home to a multitude of high-tech businesses and the School benefits from this proximity by drawing on experienced business founders who can act as role models to aspiring entrepreneurs and business leaders. Alumni: Cambridge Judge Business School’s global community has over 6200 in more than 100 countries worldwide; a truly international and dynamic network.

Cambridge Judge Business School Executive Education Cambridge Judge Business School Executive Education offers a wide range of open enrolment and customised programmes. These programmes are designed for organisations, business professionals, managers, leaders, and executives from many different functions who strive for professional and personal growth. Programmes are developed to help executives and organisations from both the private and the public sectors achieve operational excellence and results.

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Cambridge ideas have changed the world. Over 100 Nobel Prizes have been awarded to Cambridge alumni.

Business Analytics

PROGRAMME FACULTY Dr Nektarios (Aris) Oraiopoulos University Lecturer in Operations Management Director of the MPhil in Strategy, Marketing & Operations Programme PhD (Georgia Institute of Technology), BEng (National Technical University of Athens) Dr Oraiopoulos earned his PhD from Georgia Institute of Technology. His research is focused on understanding how organisations make high-stakes decisions, such as whether to invest in a new project, when to terminate a project that is not performing well, what data they can leverage to become more innovative, and what organisational structures they should put in place to empower a sound decision-making process. He has worked with organisations across various industries and sectors, including AstraZeneca, British Telecom, HSBC, Johnson & Johnson, and the Abu Dhabi Police Force.

Dr David Stillwell University Lecturer in Big Data Analytics & Quantitative Social Science Deputy Director of the Psychometrics Centre BSc, MSc, PhD (University of Nottingham) Dr Stillwell studies the links between big data and psychology. In June 2007, he began a personal side project deg applications for social networks. The result was the myPersonality Facebook application that allows s to take real psychometric tests and receive on their results. To date, myPersonality has collected data from more than six million people and the resulting database has become a priceless academic resource used by numerous researchers all over the world. The influence of his work has expanded considerably, so that today its impact ranges from targeted online advertising, psychometric adaptive test development and ipsative techniques in test design to the real-time analysis of online digital footprints, behavioural prediction and state-of-the-art school examinations.

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Business Analytics

PROGRAMME HIGHLIGHTS

The programme includes video lectures, discussions, live online teaching sessions and assignments. We expect participants to dedicate 4 – 6 hours per week over the 11 weeks of the programme. The programme is organised around 6 key areas of business analytics.

Decision Biases

Descriptive Analytics

Identify the types of biases in a decision making process and learn how to ask for the right information

Be able to collect, clean, and describe the data you have, including the summary statistics

Big Data Opportunities

Experimentation

Identify what big data means to you and what you can do with it

Design experiments to gather meaningful data to make data driven decisions

Predictive Analytics

Organisational, Ethical and Legal Issues

Use machine learning tools/models, identify neural networks, and analyse data to optimise decisions for your business

Identify organisational issues that you will need to consider when making decisions; identify the legal and ethical issues behind gathering, storing, and using data

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Business Analytics

SYLLABUS Module 1: Decision Biases • Decision traps • Benefits of analytics

Module 2: Descriptive Analytics • What is data mining • Web scraping • Application Programming Interface (API) • What data can you find? • What do you think about the data you found? • Amazon and APIs • Data cleaning • Descriptive statistics • Normal and not normal distributions • Effect size and confidence intervals

Module 3: Big Data Opportunities • What does Big Data mean to you? • Introduction to Big Data • What is Big Data? • Four Vs of big data – volume, variety, velocity and veracity • Challenges for big data • Big Data opportunities

Module 4: Experimentation • The gold standard • Making experimentation work • Overcoming barriers

Module 5: Predictive Analytics I: Machine Learning • Machine learning vs hypothesis testing • Machine learning in practice • Model over-fitting 05

Business Analytics

• Machine learning algorithms • Supervised machine learning • Decision trees & random forest • vector machines • Hyperparameter optimisation • Ensemble methods • Interpret an analysis • Machine learning in the real world

Module 6: Predictive Analytics II: Neural Networks • Applications of neural networks • The biology of animal neural networks • Assumptions for neural networks • How a neural network makes predictions • Choosing the network architecture • Recurrent neural networks • Reinforcement learning for businesses

Module 7: Prescriptive Analytics I • What is prescriptive analytics? • Connecting predictive analytics to a business objective • Deep dive into a business model • Making a business decision • Decision Trees • SmartService Case

Module 8: Prescriptive Analytics II: Behavioural Economics Biases • Risk aversion • Sunk cost fallacy • Diversification • Decision making process and debiasing

Module 9: Ethics/Legal and Organisational Issues • Implementation challenges • Setting up the right infrastructure • Big data strategy • GDPR • Privacy and Anonymization • Hacking and insider threats • Making customers comfortable 06

Business Analytics

CASE STUDIES

Hotel Industry How does a hotel booking platform test whether advertising on its website works?

Netflix How Netflix used a competition to improve their search and recommendation algorithms?

Art How do you use neural networks to train computers to replicate the styles of different artists?

London Time How many fashion watches should LondonTime order before the selling season begins?

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Business Analytics

Cambridge Breakthrough Science (Biotech Company) How do they decide which 2 of the 4 promising drugs can be developed further?

UPS How their ORION initiative allowed UPS to save an estimated $300-$400 million and led to a reduction of 100 million miles driven?

Google Oxygen How Google used data to see whether managers matter?

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Business Analytics

ASSIGNMENTS

Carter Racing How does a car racing team decide whether to participate in a race or not?

SmartService (Scientific Instruments Company) How does SmartService use a decision tree to calculate their bid for a new contract?

TalkTalk What should TalkTalk have done differently after they were hacked? How should they have protected their customers’ data?

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Business Analytics

THE LEARNING EXPERIENCE The Business Analytics programme is spread over 11 weeks and consists of Video Lectures, Live Webinars, Assignments, Q&A Sessions and Discussions.

Orientation

The first week is orientation week. During this week you will be introduced to the other participants in the class from across the world and you will learn how to use the learning management system and other learning tools provided.

Goal Setting

In other weeks, you have learning goals set for the week, including watching the video lectures and completing the assignments. All assignments have weekly deadlines.

Video Lectures

The recorded video lectures are conducted by programme faculty.

Live Webinars

During the programme, there are four live webinars conducted by Dr Oraiopoulos and Dr Stillwell. Live webinars are usually conducted between 1 p.m. and 3 p.m. UTC on Tuesdays or Wednesdays.

Q&A Sessions

In addition to the live webinars, Cambridge Judge Business School Executive Education faculty also conduct Q&A sessions every week or every alternate week to help participants clarify any questions they may have about the content.

Follow-Up

A programme team will follow-up through emails and via phone calls with participants who are unable to submit their assignments on time.

Continuous Programme Access

You will continue to have access to the programme videos and learning material for up to 12 months from the programme start date.

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Business Analytics

CERTIFICATE

Upon successful completion of the programme, participants will be awarded a digital certificate of completion by Cambridge Judge Business School Executive Education.

September 2019

Your Name completed

Business Analytics: Decision Making Using Data Cambridge Judge Business School Executive Education University of Cambridge

Allison Wheeler Heau Academic Programme Director Cambridge Judge Business School Executive Education University of Cambridge

Dr Kishore Sengupta Director Cambridge Judge Business School Executive Education University of Cambridge

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Business Analytics

PROGRAMME FEE AND DURATION USD 2,000 3 Months, Online Singapore residents who wish to enroll in this programme will be charged GST.

PREREQUISITES

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This programme is designed for working professionals and requires proficiency in English. All videos are recorded in English. All assignments are written in English and are required to be responded to in English. The programme requires you to have a device and 1 Mbps (or faster) Internet connection. The device on which you access the programme should one of the following browsers: Chrome 71, Firefox 64, IE 11, Edge 42, Safari 11.

ABOUT EMERITUS Cambridge Judge Business School Executive Education is collaborating with online education provider EMERITUS to offer a portfolio of high-impact online courses. These courses leverage Cambridge Judge Business School’s thought leadership in technical practice developed over years of research, teaching, and practice. By collaborating with EMERITUS, we are able to broaden access beyond our on-campus offerings in a collaborative and engaging format that stays true to the quality of Cambridge Judge Business School Executive Education. 12

This programme is being delivered in collaboration with EMERITUS. Prospective participants with questions on the programme are encouraged to EMERITUS, for further information. Email: [email protected] Cambridge Judge Business School Executive Education University of Cambridge Trumpington Street Cambridge CB2 1AG United Kingdom The organisers reserve the right to change any details of the Programme without notice. © JBS Executive Education Limited has copyright of all original material contained in this brochure (April 2019)