Durham University
Programme and Module Handbook

Postgraduate Programme and Module Handbook 2019-2020 (archived)

Module BUSI4M010: Business Analytics (Online)

Department: Management and Marketing

BUSI4M010: Business Analytics (Online)

Type Tied Level 4 Credits 10 Availability Available in 2019/20 Module Cap None.
Tied to N1T717


  • None.


  • None.

Excluded Combination of Modules

  • Business Analytics (Taught) BUSI 4M110


  • To provide an appreciation of descriptive, predictive and prescriptive business-analytics techniques.
  • To provide knowledge of, and ability to apply, a range of business-analytics techniques.
  • To implement business-analytics models using Microsoft Excel.
  • To show how business analytics can help companies to make better decisions.
  • To explore ethical issues with managing data.


  • Descriptive techniques e.g. data visualisation, data analysis, and descriptive statistics.
  • Predictive techniques e.g. data mining.
  • Prescriptive techniques e.g. linear optimisation models.

Learning Outcomes

Subject-specific Knowledge:
  • Upon successful completion of the module, the students should:
  • Have in-depth knowledge of a range of business-analytics techniques and be able to apply them critically to management problems.
  • Have an understanding of the applicability and limitations of business-analytics techniques.
Subject-specific Skills:
  • Upon successful completion of the module, the students should be able to:
  • Choose appropriate business-analytics techniques for some key management problems.
  • Implement business-analytics models using Microsoft Excel.
  • Interpret the results of business analytics models and their relevance for companies.
Key Skills:
  • Effective written communication skills
  • Planning, organising and time-management skills
  • Problem solving and analytical skills
  • Advanced skills in the interpretation of data
  • Advanced computer-literacy skills

Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module

  • The module is delivered via online learning, divided up into study weeks with specially produced resources within each week. Resources vary according to the learning outcomes but normally include: video content, directed reading, reflective activities, opportunities for self-assessment and peer-to-peer learning within tutor-facilitated discussions.
  • The formative assessment serves to encourage students to study regularly and to monitor their learning progress. Tutors provide feedback on formative work and are available for individual consultation as necessary (usually by email and Skype).
  • The summative assessment is an individual business analytics project, which is designed to test the ability to formulate a problem, apply appropriate business-analytics techniques to analyse it, and critically interpret the results obtained.

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Video content, directed reading, self-assessed assignments and guidance for further reading 100
Total 100

Summative Assessment

Component: Written Assignment Component Weighting: 100%
Element Length / duration Element Weighting Resit Opportunity
Individual business analytics project 3000 words max 100% same

Formative Assessment:

Students will be set various formative tasks throughout the module. In particular students will work on teaching cases. To solve and analyse these cases they will apply business analytics techniques and interpret and discuss their output. Solutions will be put on DUO. The purpose of these tasks is to provide students with feedback on the development of their technical skills and their understanding of the application of business analytics techiques to prepare them for the summative project.

Attendance at all activities marked with this symbol will be monitored. Students who fail to attend these activities, or to complete the summative or formative assessment specified above, will be subject to the procedures defined in the University's General Regulation V, and may be required to leave the University