“From Data to Insights” is a course designed to introduce participants to key concepts, tools, and practices of data science, business analytics and data-driven decision making in management and marketing. While the increasing availability of ''big data'' enables empirically guided approaches for decision-making and resource allocation, managers and top executives still rely on conventional wisdom or intuition. The 14 modules of the course “From Data to Insights” address state-of-the-art approaches and tools of data science and business analytics. Discussing real business case studies, participants learn to apply key approaches and tools of data science and business analytics in the context of management and marketing. A learning outcome of the course is (1) how to translate big data and model recommendations into organizational action and (2) how to apply different management and marketing metrics to increase sales and profits or to improve managerial processes.
The content of the course will be broken down into two parts and 14 different modules:
In this course participants will develop quantitative, analytical and statistical skills to address various business problems and to measure the success of manegment and marketing activities. Specifically the course objectives are as follows: