#1 B-SCHOOL IN INDIA

SOURCE: FT GLOBAL MBA RANKING 2024

APPLIED BUSINESS ANALYTICS

STARTS DECEMBER 24, 2024 | 12 WEEKS | ONLINE

Generative AI
LIVE Masterclass
Programme Summary
Applied Business Analytics

Institute Name Cost Learning Mode Weekly Effort

ISB Executive
Programme Duration INR 1,12,000 + GST Online 4-6 Hours a Week
Education 12 Weeks

Faculty Guest Faculty/ Programme Leader Eligibility Certificate

ISB Faculty Industry Experts Any Graduate/ Upon Successful Completion of the
Subject Matter
Senior Industry Diploma Holder Programme, Participants will Be
Experts/ Mid-Industry
Practitioners Awarded a Verified Digital Certificate
Practitioners
from ISB Executive Education

Learning Experience

Pre-recorded videos with ISB faculty - High-quality videos - On-demand learning -

Learn at your own pace, around your Great learning experience, even Re-watch any lesson/ concept for
busy schedule while on the move deeper understanding

World-class faculty - Cohort-based learning -

Learn from the best faculty and Networking community interaction
industry practitioners by using discussion boards

Frequently Asked Questions

Are there any LIVE sessions with the institute faculty in this programme?
This programme is designed to give flexible learning given time constraints of working professionals and contains high-quality pre-recorded videos with
the globally renowned faculty from ISB. No LIVE sessions will be taken by ISB faculty.
What is the role of the Programme Leader? Are they institute faculty?
Programme Leaders are Industry Practitioners/ Subject Matter Experts who help with doubt-clearing sessions, cover specific topics deeper and share
real-world examples wherever needed. They are not the faculty of the institute.

Who grades/ gives inputs on the assignments and projects?

The assignments are graded either by Programme Leader or the internal grading team.
Is there a qualifying mark/ grade to get the final certification in this programme?
Yes, a minimum score of 70% in all required assignments including capstone to successfully complete the programme and receive a digital certificate of
completion.
What if I miss the assignments for a particular week? Can I attempt them later?
An assignment that is not submitted by the due date is late. Late assignments will be accepted until one week after the programme end date, which
is published on the programme homepage. Feedback will not be provided for late submission.
Who is the faculty for the LIVE Masterclass/ Online sessions/ Doubt-Clearing sessions?
Masterclasses are conducted by industry experts with domain expertise. They are not the faculty of ISB. Doubt-clearing sessions are carried out by the
Programme Leaders, as they monitor individual student progress.
Do I get Alumni status of the institute on completion of this programme?
This programme comes with ISB Executive Network access, which allows you to network with other ISB Alumni and a host of other benefits.
However, this is not the same as the ISB Alumni status accorded for full-time campus programmes.

What if I don’t find the programme appropriate for me after starting the sessions? Can I seek a refund?
We encourage our learners to complete the programme to fully understand the concepts and derive valuable learning outcomes. Should you still feel
the need to stop your learning journey, a refund request can be initiated before the programme commencement. However, after the programme
commences, the fee becomes non-refundable.
What type of certificate will I receive?
Upon successful completion of the programme, you will receive a smart digital certificate. The smart digital certificate can be shared with friends,
family, schools, or potential employers. You can use it on your cover letter, resume, and/or display it on your LinkedIn profile. The digital certificate
will be sent approximately two weeks after the programme, once grading is complete.
How long will I have access to the learning materials?
You will have access to the online learning platform and all the videos and programme materials for 12 months following the programme start date.
Access to the learning platform is restricted to registered participants per the terms of agreement.

This Programme Summary is provided only for your convenience. You are advised to refer to the Programme Brochure for more information.
Why ISB Executive Education's Applied
Business Analytics?

Learn via recorded

videos from renowned
Explore in-demand ML ISB faculty, and live
techniques in business online sessions with
and their applications Emeritus Programme
Leaders

Hands-on exposure Gain actionable

to faculty-built apps insights from an
that can provide industry-oriented
insights without curriculum and real-
coding world examples

Who is This Programme For?

Sound data analytics enables organisations to predict outcomes, be agile, and prepare
for risks. And you don’t even need coding experience to join this programme!
This cutting-edge programme is best suited for professionals who are:

Looking to upskill in data analytics to manage data science and analytics teams, and improve
functional performance through analytics

Interested in leveraging business analytics to outpace the competition and develop data-driven
growth strategies

Seeking to sharpen their strategy offering for clients by providing data-driven solutions to their
problems
Programme Highlights

108 Pre-recorded Videos for Self-paced Learning from

Top ISB Faculty

12 Assignments* and 12 Quizzes

19 Faculty-built Apps and 14 Discussion Boards

Data Analysis and Data Visualisation Using Tableau

13 Live Double Clearing Sessions with Programme Leaders**

Live Masterclasses on Generative AI, Cloud Models and More

Capstone Project

15+ Real World Case Studies & 10+ Business Scenarios

10 Hands-on Dataset Analysis

Note:
All programme content is delivered via recorded sessions. ISB faculty will not be a part of weekly live sessions or any other live interaction in this
programme. We have a curated panel of eminent programme leaders who will be conducting the weekly live doubt-clearing sessions.
The final number of quizzes, assignments and discussions will be confirmed closer to the programme start.*Assignments are graded either by
programme leaders who are available to support participants in their learning journey and/or by the Emeritus grading team.
**Programme leaders are domain experts who will clear your doubts and guide you through your learning journey.
Live Masterclasses

Generative AI and Its Applications

Delve into the realm of Generative AI, understanding its models and tools such as
ChatGPT, Bard, and Copilot, alongside their seamless integration through APIs with
other systems. Explore its wide-ranging applications in analytics, including data
analysis, visualisation, planning, pattern recognition, summaries, and decision-
making, supported by real-world case studies and examples. Additionally, examine
the ethical considerations inherent in utilising Generative AI for Natural Language
Processing (NLP) tasks.

Big Data, Cloud Computing and Use of Analytics

Explore big data, cloud computing, various cloud models (IaaS, PaaS, SaaS, XaaS),
cloud-based storage and computing resources, data analytics, ML algorithms, case
studies, real-time analytics, cost management, and data governance/security.

Use of Analytics in Marketing, HR and Finance

Explore customer segmentation, campaign performance, social media analytics,

predictive marketing, talent acquisition, employee satisfaction, learning and
development, financial forecasting, fraud detection, risk analytics, investment
analysis, and case studies.

Note:

All product and company names are trademarks or registered trademarks of their respective holders. Use of them
does not imply any affiliation with or endorsement by them.
Tableau

6
Assignments

2
Use cases
Beginner to advanced level
data analysis and visualisation 4 hours
Duration

7.5 hours
Assessments

Note:
All product and company names mentioned in this material are trademarks or registered trademarks of their respective holders. Their use does not
imply any affiliation with or endorsement by them.
To be Tableau certified, participants must complete the certification test on the Tableau website.
The tools showcased in this material will be taught through pre-recorded demo videos.
These sessions are optional and will not be considered for your final evaluation.
Regarding tools with ‘free’ certifications: we have included a detailed guide on the specific locations and procedures for obtaining your certification.
The fee does not cover any payments required for certifications offered by the tools or tool subscriptions.
Datasets Analysis

Analysis of Orange Juice Analysis of a Toothpaste Analysis of Car Features:

Sales: Regression Manufacturer: Customer Motor Trend Car Road
Techniques at Work Reviews for Product Features Tests

Analysis of Genre Analysis of City Potential Analysis of Titanic

Pairings: OTT Platforms and Attractiveness to Young Passengers: Predict
Professionals Survivor Characteristics

Analysis of Customer Cluster Analysis on Analysis and Interpretation

Ratings: Soap Properties Different Types of Flowers of IBM: Quarterly Earnings
Across Demographics Call Data

Analysis of Social
Networks: Standford
Facebook Data
Notable Case Studies

iCOW Kenya: Optimising Uber Valuation: Impact Walmart vs Amazon:

Cattle Dairy Yield for of Customer Data on Stock Performance and
Farmers Company Worth Valuation Comparison

Card Swipe Triggers Cambridge Analytica Office Star's Consumer

Prediction Algorithm Facebook Data for Personality- Perception vs Competitors:
Based Campaigns Dimensional Analysis

Tax Scrutiny Decision Enhancing OTT TV Show

Tree: Fraud Detection Recommendations

Note: All product and company names are trademarks or registered trademarks of their respective holders. Use of them does
not imply any affiliation with or endorsement by them.
Key Programme Takeaways

Describe how to collect and prepare data

for analyses

Analyse data using analytics tools

and gather business insights

Use data-driven decision-making to make

more informed business decisions

Test whether your analyses confirm

your hypothesis

Describe ways to apply ML techniques in

your work to solve business problems
Certificate
Upon successfully completing the programme with a minimum 70% score in all required
assignments, you will be awarded a certificate in Applied Business Analytics from ISB Executive
Education.

The Executive Education at the Indian School of Business awards this certificate to

Vinod Kurian

for successfully completing the online programme

Applied Business Analytics

from Month, Year to Month, Year

Sujatha Kumaraswamy
Executive Director
Executive Education and Digital Learning
Indian School of Business

Note: All certificate images are for illustrative purposes only and may be subject to change at the discretion of ISB Executive
Education.

ISB Executive Network

Upon successful completion of the programme, participants will become a part of the
ISB Executive Network. Benefits include:

ISB Executive Education Newsletters with the latest updates

Networking opportunities via ISB Executive Network Group on LinkedIn
Exclusive invitations to Online and Offline events like Webinars, Conferences, and
Master Classes, amongst others
Preferential pricing with 10% discount on programme fee on ISB Executive Education
programmes
Upgrade to Executive Alumni status by completing 100+ learning hours
Programme Faculty

Manish Gangwar
Associate Professor of Marketing
Associate Dean of Research and RCI Management
Executive Director at ISB Institute of Data Science (IIDS)
Professor Manish Gangwar is the Executive Director of
the Institute of Data Science and Business Analytics
programme at ISB. He holds a PhD in Management
Science from the University of Texas at Dallas. His
research interests include exploring marketing,
product, and technology issues using quantitative
models. His research articles have been published in
leading academic journals, books, and popular media.
He was also recognised as one of the most prominent
data science academicians in India.

Sudhir Voleti
Associate Professor of Marketing
Associate Dean of Faculty Alignment and
Registrar's Office (FARO) Academic Director at
ISB Institute of Data Science (IIDS)
Professor Sudhir Voleti has worked in the industry in
different capacities, from a management consultant to
a software analyst. He holds a PhD in Marketing from
the University of Rochester. Prof. Voleti's research
focuses on combining data with econometric and
statistical methods to explain the phenomena of
marketing interest such as evolution in the equity of
brands across time, valuation of brands using
secondary sales data, the sales impact of geographic
and abstract distances between products and
markets, and the performance, productivity and
benchmarking of salesforce organisations.
Programme Modules
This 12 week certificate programme integrates hands-on practice with real-world application to
give you a comprehensive understanding of data analytics for business.

Data pre- Data analytics Data-driven

processing using ML business insights

Supervised Unsupervised
learning learning

Regression Factor analysis

Classification Perceptual mapping

Decision trees Cluster analysis

Causal inference Text analysis

Network analysis

Capturing, storing and using contextual data demands capabilities and skills in
building data pipelines and analytics techniques that can process different data
types. By 2025, context-driven analytics will replace 60% of existing models
built on traditional data.
Source: Gartner
Module 1: Introduction to Business Analytics
Motivating example
Motivating example
Conceptual preliminaries
Conceptual preliminaries
Problem formulation
Problem formulation
Overview of various algorithmic and analytical approaches: supervised and unsupervised learning
Overview of various algorithmic and analytical approaches: supervised and unsupervised learning
ML frameworks
ML frameworks

Module 2: Leveraging Generative AI for Business Analytics

What are Large Language Models (LLMs)?
The power of Generative AI in data analysis
Practical applications of Generative AI in business
Definitional preliminaries
Anatomy of a [Simple] prompt
Prompting text summarisation
Prompting reasoning
RTFC framework for prompt design
Zero-shot prompting: Types & examples
One-shot Prompting: Types & examples
Image analytics with Generative AI assist
Graph analysis with Generative AI assist

Module 3: Data Preliminaries for Analytics

Data basics
Data dichotomies
Data types and scales
Data cleaning and wrangling
Common data sources

Module 4: Decision Trees - Descriptive and Predictive Analytics

What is decision tree?
Decision trees prediction example
Decision trees: Demo
Depth of the tree
Prediction using decision tree
Decision trees for metric or numerical outcomes
Decision trees: Summary and conclusion
Module 5: Introduction to Statistics and Hypothesis Testing
Motivating example
Introduction to statistics and hypothesis testing
Conceptual preliminaries
Introduction to probability
Problem formulation
Introduction to normal distribution
Overview of various algorithmic and analytical approaches: supervised and unsupervised learning
Practical example of use of normal distribution
ML frameworks
Sample vs population
Statistical inference
Unknown population standard deviation
Two types of errors
Hypothesis testing
One-sided test

Module 6: Digonostic Analytics - Regression Analysis

Regression analysis
ML approaches in business analytics
Regression: Motivating example
Regression tool demo
Input data and summary stats
Regression demo: Select dependent (Y) and independent (X) variables
Regression demo: Interpretation
Regression demo: Evaluating the model
Zerocodelearning demo
Regression variant: Interaction effects
Regression analysis: Summary
Classification analysis

Diagnostic Analytics - Logistic Regression

Module 7:
and Classification Analysis
Classification analysis
Classification analysis
Logistic regression overview
Why not use regression?
Logistic regression example: Predicting heart disease
Interpreting beta
Classification/confusion matrix
Multiple classes
Do it yourself
Classification analysis logit model: Summary
Module 8: Unsupervised Learning - Factor Analysis
Motivating example
Unsupervised Learning - Factor analysis prelims: The WHAT of factorising data
Conceptual preliminaries
Factor-An example I: Toothpaste dataset
Problem formulation
Generative AI assist for the toothpaste example
Overview of various algorithmic and analytical approaches: supervised and unsupervised learning
Factor-An example II: Automobile ratings - survey data
ML frameworks

Module 9: Visualisation - Perceptual Mapping for Business Analytics

Perceptual mapping for positioning decisions
Customer value propositions: Introduction
Positioning statements
Elements of positioning statement
Example: Positioning statement for Southwest Perceptual Maps and JSMs
Office Star’s exercise: Notes on SWOT insights
Generative AI assist on Pmaps and JSMs
Office Star’s example: Spider (or Radar) charts
Metric JSM: Summary

Module 10: Unsupervised Learning - Cluster Analysis

Cluster analysis overview
How to group objects?
Clustering algorithms
Clustering toothpaste example
Clustering visualisation
Cluster analysis: Summary
Do-it-yourself activity

Module 11: Unstructured Data - Text Analytics

The WHY and HOW of Text-An
Text-analysing a review corpus
Keyword-based corpus filtering
Implications and applications
Elementary sentiment mining
Latent topic modelling: Real-world example
Latent topic modelling: A use case and exercise: Uber reviews corpus
Module 12: Prescriptive Analytics - Causal Inference and Experiments
Motivating example
Prescriptive Analytics - Causal Inference and Experiments
Conceptual preliminaries
Problem formulation
Overview of various algorithmic and analytical approaches: supervised and unsupervised learning

Module 13:
ML frameworks
Capstone Project
Capstone assignment
Learning Journey

Orientation Week
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.

Weekly Goals
As you begin the programme, meet your learning
goals set for the week. The goals will include
completing the assignments, which have weekly
deadlines.

Self-paced, Flexible Online Learning

Learn online via pre-recorded videos from renowned
ISB faculty in a high-impact three-month journey with
a learning commitment of 4-6 hours/ week. Faculty will
not be a part of weekly live sessions or any other live
interaction in this programme.

Debrief Sessions
The programme features weekly live online sessions
with programme leaders who are available to help you
clarify your doubts pertaining to the content.
Assignments are graded either by programme leaders
and/or by the Emeritus grading team.

Timely Follow-up and Learning Support

The Emeritus Programme Support team will follow
up over emails and phone calls with learners who
are unable to submit their assignments on time.
Past Participant Profiles
Work Experience

26% 26%
18%
30%

6 -10 Years 16 - 20+ Years

0-5 Years 11 - 15 Years

Top Functions

11% 36%
Finance/ Others*
Accounting

22% 12%
Information Systems/ Operations
Technology
19%
Marketing/ Sales
*Others include Consulting, Customer Service, General Management, and Legal amongst others.

Top Industries

13% 30% 7%
Banking and Finance IT Services Retail

9% 8% 33%
Consulting Manufacturing Others*

*Others include FMCG, Healthcare, Retail, and Telecommunications amongst others.

Programme Details

ELIGIBILITY DURATION PROGRAMME

Any Graduate/ 12 Weeks START DATE
Diploma holder with 4-5 hours per week December 24, 2024
minimum one year of
work experience

PROGRAMME FEE* : INR 1,12,000 + GST

Note:
GST(currently @ 18%) will be charged extra on these components.
*Instalment payment options available.
*Additional convenience charges will be applicable on instalment payments.
*For detailed information on instalment payments, reach out to your programme advisor.

The path to any actionable insight doesn’t come in one single form. There are
many different elements in play, and they are always changing — business
goals, technologies, data types and sources, and then some are in a state of
flux. Each path to analytics insight should be individually paved with an
outcome-driven mindset.

- Surjit Swain
Head of Analytics and BU Knowledge Insights Lead - ASEAN BU,
The Coca-Cola Company
About
ISB Executive Education
ISB Executive Education empowers
participants with the skills, mindsets, and
networks required to manage and lead in this
evolving landscape, enabling them to achieve
their distinct personal and professional goals.
Recognised as #1 in India for the third
consecutive year and #26 globally in the
Financial Times (FT) Executive Education
Custom Rankings 2024 and #3 in India, #65
globally in the FT Executive Education Open
Ranking 2023, ISB Executive Education is
committed to prepare working professionals
to excel in the new global business
environment. This is achieved through
fostering engaging exchanges between
renowned industry leaders and academia
and drawing globally renowned faculty from
the world's top business schools. Through
meticulously designed programmes,
participants gain from both advanced
management research and the vast
experiences of their peers, ensuring they are
well-equipped to navigate the complexities of
the modern business landscape.

Emeritus
ISB Executive Educaton is collaborating with
online education provider Emeritus to offer a
portfolio of high-impact online programmes.
Working with Emeritus gives ISB Executive
Education the advantage of broadening its
access beyond their on-campus offerings in a
collaborative and engaging format that stays
true to the quality of ISB Executive Education.
Emeritus’ approach to learning is built on a
cohort-based design to maximise peer-to-
peer sharing and includes video lectures with
world-class faculty and hands-on project-
based learning. More than 300,000 students
from over 200 countries have benefitted
professionally from Emeritus’ courses
Apply for the programme here

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please get in touch with us at [email protected]

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incorporated in India) is a subsidiary of Eruditus Learning
Solutions Pvt Ltd (a company incorporated in
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‘Eruditus’ and ‘Emeritus’.