National University of Singapore
NUS Business School
Dept of Decision Sciences
BMA5002 Analytics for Managers
Lecturer : Associate Professor CHU Singfat
Session : Semester I, 2009/10
Course Objectives
1. Brief description of module
Many fresh MBA graduates start their career as consultant / analyst advising the Supply Chain, Marketing, Finance and HR departments on process re-engineering i.e. making them more efficient, profitable and customer-centric. This course aims to prepare participants towards such jobs by equipping them with a scientific / analytical mindset i.e. informed Management based on data, models and sensitivity analyses.
Through case analyses and their presentation, participants will gain exposure to
· Decision and Risk Analyses i.e. Systematic assessment of Strategies, Risks, and Payoffs using Decision Trees and Sensitivity Analyses.
· Business Optimization Models i.e. how to allocate scarce resources effectively i.e. improve efficiency e.g. Optimal Product / Advertising Mix, Revenue Management, Hub Location, BPO, Portfolio Optimization, Supply Chain Optimization, Cash Flow Optimization, …
· Simulation for hard-to-analyse applications e.g. Cash Balance Management, Hedging decisions, Market Share Dynamics,…
· Data Mining and Forecasting Tools:
o Pivot Table for exploratory CRM
o Regression Models e.g. analytical CRM i.e. customer segmentation. You will be exposed to advanced regression models using dummy and interaction variables.
o Time series models to extract trends and seasonalities (e.g. GDP forecasting etc.)
Microsoft Excel (e.g. SOLVER, PivotTable) and add-in software e.g. PrecisionTree, StatTools, @RISK will be used as analytical enablers throughout the module.
2. Textbook
q Data Analysis & Decision Making with Microsoft Excel, 3rd Edition (REVISED), by Albright, Winston & Zappe, South-western, 2008
The numerous examples in the text make it a must-buy as it will be a useful reference to you in the future!
3. Assessment Criteria
Weekly team case analysis / presentation 25%
Team Project / Presentation 20%
3 in-class individual case analyses 45%
Participation 10%
NOTES:
· Classes start at 6.30 pm with a 15 mins break at 8 pm: Please have your dinner before the start of class.
· Bring your laptop to EVERY class.
· The DecisionTools software suite (PrecisionTree, @Risk, StatTools etc) operates best on the Windows XP (and less well on Vista) platform. It will NOT operate on the Apple platform.
· Your laptop must have Excel2007 (preferred) or Excel 2003.
· The CD at the back of your text has a file “Palisade Add-ins”. Please open it and follow directions to download the DecisionTools software suite (111MB: takes 1 hour at NUS!).
· We will use SOLVER in the very first class. Check for its availability on your Excel as follows:
Ø Excel 2007: Check if Solver is available under the DATA ribbon. If not, go to HELP, type “solver” and follow instructions for uploading it.
Ø Excel 2003: Check if Solver is available in TOOLS. If not, click Add-ins and select Solver Add-in and then OK. You may then have to upload Solver from your original Microsoft Office CD.
· With SOLVER and the DecisionTools software suite checked-in, you are ready for an exciting journey in the world of Analytics!