MKT 700 BUSINESS INTELLIGENCE & BUSINESS DECISION MODELING

Transcription

1 MKT 700 BUSINESS INTELLIGENCE & BUSINESS DECISION MODELING COURSE INFORMATION Pre-requisites and/or Exclusions: MKT 300 INSTRUCTOR INFORMATION Name: Asif Salam, Ph.D Telephone: Ext Address: Office Location: TRS Course Location: TRS and Computer Lab Course Time: am 1.00 pm Office Hours: Tuesday (Consultations by appointment) Teaching Assistant: TBA CONSULTATION HOURS: All consultation hours are by appointment. Please at the address above to schedule a time during posted office hours. METHOD OF POSTING GRADES: Grades on assignments and tests will only be posted on the Blackboard site for the course. You may access your grade for any assignment or test by clicking on the "My Grades" section on the left menu bar. USAGE: Students must use the address listed above to communicate with the instructor. s and Blackboard bulletin board postings sent Monday to Friday will be answered within 24 hours. Students are required to activate and maintain a Ryerson Matrix e- mail account. This shall be the official means by which you will receive university communications. Faculty will not respond to student enquiries from any other address. See Pol. # 157 found at for further information on this issue. COURSE OBJECTIVES 1. To provide an in-depth knowledge and critical understanding of key facets of business intelligence. 2. To provide exposure to the skills required by business decision-makers. 3. To provide practical application and examples of these skills through skilldevelopment activities similar to those undertaken by decision-makers in industry. 4. To explore how marketers measure performance and analyze and interpret information. 5. To explore market metrics and market-sensing information applied to a variety of categories and contexts. 6. To develop problem recognition and decision-making skills in a marketing context. Page 1 of 9

2 7. To familiarize participants with the process of strategic business decision-making for the purpose of identifying, analyzing and evaluating marketing opportunities. COURSE MATERIALS & CONTENT The textbook associated with this course is: Gert H.N. Laursen and Jesper Thorlund, Business Analytics for Managers: Taking Business Intelligence Beyond Reporting, John Wiley & Sons, Hoboken, NJ, USA, ISBN: , online at: Reporting/dp/ /ref=sr_1_1?ie=UTF8&qid= &sr=8-1. The reference text is: Turban, Efraim; Sharda, Ramesh; and Delen, Dursun, Decision Support and Business Intelligence Systems, 9 th Ed., Prentice Hall, Readings from the textbook will be assigned on an ongoing basis. At this level of education, self-sufficiency, self-reliance and academic investigation are critical traits to harness and master. Readings, e-readings, and reading material will be assigned throughout the term & listed in the calendar for the course (below). It is intended that you will hone your librarial skills and find many related resources on your own it is in the interest of upper academic education to foster and encourage curiosity and further independent academic inquiry. Many readings are designed to be supplementary to what we discuss in class, though will be relevant to the tests. As such, not all assigned readings will be discussed in-depth in the class to which they pertain, albeit it is expected and will be taken for granted that you have read all that is assigned and be prepared to discuss these materials in the class for which they are assigned. The course will consist of lectures, labs, in-class discussions, and group collaboration. Active participation is essential in this course. Content focuses predominantly on business intelligence, market metrics, and business decision-making based in the Canadian marketplace. Business intelligence and business decision-making is both an art and science. It is intended that you attend this class as if you were current marketing manager, and always remember to inhabit that cognitive perspective in this class. It is with this lens that you will absorb the material maximally and prepare yourself to be a strategic decision-maker utilizing all the market data, marketing metrics, and business intelligence tools available today. The course covers the two major components of the discipline of brand management, not necessarily in this order: 1. Business Intelligence This component is intended to include consideration of: 1) Sources of Market Information: Market Research, Ratings Agencies, POS Systems, Derived Sources 2) Customer & Consumer Acquisition, Satisfaction, Loyalty 3) Market, Sales, and Financial Analysis for Products, Brands & Businesses 4) Pricing and Promotions Analyses 5) Market Metrics associated with Customers, Shoppers, & the Retail Environment 6) Logistics, Supply Chain & Demand Planning Metrics: How these inform marketer decision-making Page 2 of 9

3 7) Analysis of Direct Marketing Initiatives 8) Competitive Information Collection, Corporate Espionage & Mole-Workers 2. Business-Decision Modeling This component is intended to include consideration of: 1) From Data to Decisions: How to use the data in market metrics to make informed, strategic decisions 2) Neural Analysis: What we know about the neural processes associated with business decision-making 3) Predictive Modeling (linear/logistic regressions, decision-trees, data modeling) 4) Market Planning Based on Market Data, Metrics, & Evaluation Throughout the term, students are encouraged to use the online BlackBoard application as a forum for peer-to-peer information sharing and discussion. COURSE STRUCTURE AND ASSIGNMENTS The evaluation components in this course reflect its objectives. Rote rehearsal and memorization of course content is not singularly encouraged, as it will not be most useful in the longer-term or in practical, real-world contexts. Rather, active ingestion, consideration and use of course, degree, and marketing content which includes as an example application of concepts in multiple industries and contexts regarding multiple marketing imperatives will be regarded and rewarded in this class. Accordingly, the evaluative components of this course will include individual and group work, as well as test-based and assignment-based evaluations. GRADING Your final grade is based on your performance in the following course components: TEST 1: BUSINESS INTELLIGENCE TEST 2: BUSINESS- DECISION MODELING GROUP PROJECT: PUTTING IT ALL TOGETHER COMPONENTS WEIGHT DUE Encompassing all assigned readings and lectures up to this point in the course Encompassing all assigned readings and lectures to this point in the course, since Test #1 Identify through systematic research specific business intelligence and decision-modeling best practice within an industry or a company and come up with the issues/challenges and lessons learnt. The major purpose of this project should be to explore how those particular best practices enhance firm/industry competitiveness (e.g., innovation, new product development, etc.). Hand in (hardcopy + presentation) Write-up & Presentation 35% October 11 35% November 8 30% November 22 Note that assignments are due at the start of the class on their specified due date. All assignments are required to conform to page limits and formatting specifications. Any change to this evaluation scheme will be discussed in class prior to implementation. Page 3 of 9

4 CLASS PARTICIPATION Effective marketing management requires active involvement and participation, excellent communication skills, and productive interpersonal affiliation. This course will provide you with the opportunity to practice and improve these skills. Your level of preparation for class will directly impact your participation, since quality of contribution rather than simply quantity, will be recognized. Quality contribution stimulates discussion and can be achieved by presenting a point of view, raising issues from outside reading and/or experience, drawing conclusions, or asking insightful questions. Students are expected to be involved and attentive throughout the class. Insightful, facilitative participation also improves the learning environment for everyone: please help make this learning environment one of mutual respect and maximal enrichment. POLICY ABOUT LAPTOPS The use of laptops, ipads, PDA s during lectures and in this class is not permitted. Cognitive availability, focused attention, and active participation are critical for learning in this course. All materials presented in class will be made available to you via BlackBoard or the instructor. Students are required to come to class fully prepared, having done the required readings, having also contemplated the learnings vis-à-vis exemplars evident in everyday life, and would even be encouraged to consult external sources, bulletins, journals, media, or professionals for intellectual contribution to in-class lectures, seminars and discussions. EXAMPLE PROJECT TEMPLATE: COMPONENTS OF A REPORT Section #1: Executive Review (Main Report; includes executive synopsis of all results/analyses; 2 pgs total; includes subheadings of the following with synopsis underneath) II. Problem/Issue Statement (one-sentence statement that forms the basis for the project) III. IV. Situational Analysis (use all relevant business research tools) Literature Review (Identify literature that answer to the problem statement directly based on scholarly publications) V. Methodology (Evidence critical analysis of the information gathered and action you have proposed; develop decision criteria and a weighted evaluation matrix) VI. VII. Recommendations (Based on any weakness identified thoroughly substantiate this recommendation using facts, research, all business analytics/data/metrics, situational assessment completed above, and academic sources that are properly cited) Conclude (conclusion includes implementation plan as well as ideas about the limitations of your evaluation; ideas future investigation and/or research) Section #2: Appendices (no page limit) I. This includes all the results of your analyses as well as your write-up regarding what you think of the results of your analyses. Think outside the box when it comes to analyzing the research you receive and collect go beyond all the essential frameworks, metrics, analytics. II. This includes all the alternatives, fully explained. III. This includes your decision matrix or description. Page 4 of 9

5 IV. This includes your recommended alternative and all considerations. V. This includes the plan for that recommendation. VI. This does not include the secondary data you collect if it s not your work, it doesn t belong in the appendix. No data dumping. VII. Include the results of your primary data in the appendix as well as the template consent form used. Section #3: Referencing (no page limit) I. Make sure to always include a final Reference List in all of your work including presentations. Additional end noting is up to your discretion. II. Referencing should be done according to APA (preferred) or MLA formatting. Whichever you follow, make sure to be consistent. III. Academic honesty is taken very seriously reference everything. When in doubt, reference. Please ensure that all sources cited are properly referenced at the end of both components (PPT slides + written document) of every presentation. Page 5 of 9

6 CLASS SCHEDULE Class Date Topic Content/Readings Marked 1 Sept 6 Introduction Course Overview Team of 5 for group assignment (Please identify a topic and consult with your professor) Disciplinary Overview 2 Sept 13 Sources of Market Information: Internal Systems, Market Research, Ratings Agencies, POS Systems, Derived Sources 3 Sept 20 Customer & Consumer Acquisition, Satisfaction, Loyalty, Turnover 4 Sept 27 Market, Sales, and Financial Analysis for Products, Brands & Businesses From Data to Decisions: How to use the data in market metrics to make informed, strategic decisions 5 Oct 4 Market Metrics associated with Customers, Shoppers, & the Retail Environment Logistics, Supply Chain & Demand Planning Metrics: How these inform Introduction Chapter 1 Chapter 2 Chapter 3 Chapter 4 marketer decision-making 6 Oct 11 Test #1: Business: Intelligence Multiple Choice No Laptops, Standard Calculators permitted No Food/Drink Bring Ryerson ID, Pen, Pencil, Eraser 7 Oct 18 Competitive Information Collection, Corporate Espionage & Mole-Workers Neural Analysis: What we know about the neural processes associated with business decision-making 8 Oct 25 Predictive Modeling (linear/logistic regressions, decision-trees, data modeling) Market Planning Based on Market Data, Metrics, & Evaluation 9 Nov 1 Emerging Trends in Business Intelligence Chapter 5 Chapter 6 (Turban et al.) Chapter 6 Chapter 4 (Turban et al.) Chapter 8 10 Nov 8 Test #2 Multiple Choice No laptops, standard calculators permitted No Food/Drink Bring Ryerson ID, Pen, Pencil, Eraser 11 Nov 15 Instructor-Facilitated Group Study Time (Help session for projects) 12 Nov 22 Group Projects and Presentations Due Hard Copy of Paper + Presentation on USB Assurances of learning quiz (20 minutes, 20 MCQs) Test #1 Test #2 Bring All Group Project Materials Assurances of learning quiz (20 minutes, 20 MCQs) Page 6 of 9

7 TRSM SENATE POLICIES & PROCEDURES OTHER COURSE ISSUES All communication about the course or material related to the course will be posted on the Blackboard course site. In addition, all student study resources can be accessed through Blackboard. Students are expected to check the site regularly for updates. All written work must be submitted to turnitin.com through the course Blackboard site there is no password for this course you can submit your assignments under the assignment link on Blackboard. Students who do not want their work submitted to this plagiarism detection service must, by the end of the second week of class, consult with the instructor to make alternative arrangements. POLICIES AND COURSE PRACTICES Course Management Every effort will be made to manage the course as stated. However, adjustments may be necessary during the term at the discretion of the instructor. If so, students will be advised, and alterations will be discussed prior to implementation in class and through an announcement on Blackboard. Please check BlackBoard often. Academic Consideration Students must submit assignments on time. Failure to do so will result in a penalty of 25% per day including weekend. Students need to inform the instructor of any situation that arises during the semester that may have an adverse affect on their academic performance and request any necessary considerations according to the policies and well in advance. Failure to do so will jeopardize any academic appeals. Medical certificates If a student is going to miss a deadline for an assignment, a test or an examination because of illness, he/she must submit a medical certificate (see for the certificate) to the instructor within 3 working days of the missed assignment deadline, test or examination. Religious, Aboriginal and Spiritual Observance Requests for accommodation of specific religious or spiritual observance must be presented to the instructor no later than two weeks prior to the conflict in question (in the case of final examinations within two weeks of the release of the examination schedule). In extenuating circumstances this deadline may be extended. If the dates are not known well in advance because they are linked to other conditions, requests should be submitted as soon as possible in advance of the required observance. Students with disabilities In order to facilitate the academic success and access of students with disabilities, these students should register with the Access Centre Before the first graded work is due, students should also inform their instructor through an Accommodation Form for Professors that they are registered with the Access Centre and what accommodations are required. Regrading or recalculation These requests must be made to the instructor within 10 working days of the return of the graded assignment to the class. These are not grounds for appeal, but are matters for discussion between the student and the instructor. Other valid reasons must be approved by the instructor in advance. If you do not have a justifiable reason for an absence, you will not be given credit or marks for the work missed during that absence. Students who miss a test or examination for a justifiable reason will be given an opportunity to write a makeup test, assignment, or examination on a designated day or due-date in a designated location to be determined by the instructor. Page 7 of 9

8 For more detailed information on these issues, please refer to Pol#134 at (Undergraduate Academic Consideration and Appeals) and Pol#150 fall2009.pdf (Accommodation of Student Religious Observance Obligations). Academic Integrity Plagiarism is a serious academic offence and penalties range from zero in an assignment all the way to expulsion from the university. In any academic exercise, plagiarism occurs when one offers as one s own work the words, data, ideas, arguments, calculations, designs or productions of another without appropriate attribution or when one allows one s work to be copied. (See the Ryerson Library for APA style guide references: It is assumed that all examinations and work submitted for evaluation and course credit will be the product of individual effort, except in the case of team projects arranged for and approved by the course instructor. Submitting the same work to more than one course, without instructors approval, is also considered plagiarism. For more detailed information on these issues, please refer to the Student Code of Academic Conduct (see Pol#60 at and the Academic Integrity Website ( Standard for Written Work Students are expected to use an acceptable standard of business communication for all assignments. You are encouraged to obtain assistance from the Writing Centre ( for help with your written communications as needed. (See the Ryerson Library for APA style guide references: Maintaining a Professional Learning Environment During class time, except in emergency situations, laptop computers, cell phones and other electronic devices must be muted, turned-off and/or put away. Students not complying with this requirement may be asked to leave the class. Exceptions to this rule will be granted based on student-instructor discussions, on an individual basis. Assignments, Tests and Exams If a student misses a scheduled make-up test or exam and it is not possible to schedule such a make-up may the weight of the missed work be placed over other course assessments even if that makes the grade on the final project worth more than 70% of the final grade in the course. For more detailed information on assignment and test policies, please refer to Pol#145 at Examinations & Tests During tests and examinations, students must display their Ryerson photo ID cards. All electronic devices, such as cell phones, laptops, and mp3 players are prohibited. Students are also not permitted to wear hats or to have food or drink (unless it is in a clear container with no label). For more detailed information on examination policies, please refer to Pol#135 at Academic Grading Policy Evaluation of student performance will follow established academic grading policy outlined in the Ryerson GPA Policy (See Pol#46 at Page 8 of 9

9 The grading system is summarized below: LETTER GRADES PERFORMANCE DESIGNATION GRADE POINTS CONVERSION TO LETTER GRADES A+ EXCELLENT %* A %* A % B+ GOOD % B % B % C+ SATISFACTORY % C % C % D+ MARGINAL % D % D % F UNSATISFACTORY % F-S REDEEMABLE FAILURE 0 NIL FNA** FAILED FOR NON- ATTENDANCE 0 NIL Page 9 of 9