BUSINESS ANALYTICS – III Semester

1 21MBA531 Predictive Analytics using R

2 21MBA532 Big Data Analytics
3 21MBA533 Descriptive Analytics and Data Visualization
4 21MBA534 Analytics Applications in Functional Areas
5 21MBA536 Data Warehousing and Data Mining
6 21MBA535 Business Intelligence
BUSINESS ANALYTICS – IV Semester
1 21MBA541 Emerging technologies
2 21MBA542 Machine Learning using Python
3 21MBA544 Analytics for E-Commerce and Retail
4 21MBA543 IT Risk Management and Data Security

III Semester
Course Title PREDICTIVE ANALYTICS USING R
Term/Semester III
Course ID 21MBA531
Credits 3

Introduction:
The amount of data in the world is increasing exponentially as time passes. It is
estimated that the total amount of data produced in 2020 will be 20 zettabytes (Kotov,
2014), that is, 20 billion terabytes. Many businesses invest lots of money and efforts for
collecting the data and most of it is not analysed fully and / or not analysed
appropriately. The main reason to analyse the data is to predict the future i.e. to
construct actionable knowledge. This course will help and allows the students to do
data analysis and build models while learning various tools & techniques. The
prerequisite of the course is students must have undergone basic courses on Statistical
modelling.

Course Outcomes (COs):

At the successful completion of this course the students should be able to;
CO1: Understand the predictive analytics in present scenario and R Software
CO2: Examine the data for model fitness, ETL and discover the data visualization
CO3: Understand and evaluate the prediction by using time series analysis
CO4: Apply predictive analytics techniques in decision making process
CO5: Understand the concept of neural network using R programming

Course content and Structure: (36 hours)

Module 1: Introduction to R Programming 3 Hours

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 - Introduction R Software, installation of R software, R studio and different basic
packages
- Background of R programming languages and its importance.

Module 2: Data Cleaning & Data Visualization 10 Hours

- Organizing and processing of data with R,
- Generating of normal distribution data, Data Cleaning (Load data by specifying
formats for different columns exclusively to help with formatting while loading
data itself.)
- Missing values, Outlier treatment, Pre-processing and cleaning.
- Data visualization Basic high-level plots, Modifications of scatter plots,
Modifications of histograms, parallel box plots.

Module 3: Time Series Data Analysis: 10 Hours

- Uni-variate Analysis, Scenarios for using OLS regression,
- Checking the basic eligibility for linear regression, ARMA model for forecasting,
Introduction to ARIMA model for forecasting (expected only the introduction).
- Computing the significance of the coefficient, intercept and slope coefficient,
obtaining the residuals, Correlation & R2,
- Multiple Linear Regression in R, Model building.

Module 4: Predictive Analytics Techniques 8 Hours

- Introduction to Decision trees & its importance,
- Decision tree Vs. Logistic regression,
- Data pre-processing, Model building in R, Model comparison.
- Introduction to Logistic Regression: Interpreting the model parameters and
assessing the impact of predictors on the probability of outcome and variable
importance can be used to understand drivers of the predicted variable and
limitations.
- K Nearest Neighbour Algorithm
- Naive Bayes Algorithm

Module 5: Introduction to Neural Networks 5 Hours

- Introduction, Structure of neural networks, Information flow, Types of layers,
Training a neural network, Back propagation.
- Neural networks in R (expected only introduction and a visit to Tensor flow )

Pedagogy:
1) Classroom Discussions
2) Activity Based Learning
3) Practice Based Learning
4) Project Based Learning
5) Experiential Learning
6) Software Based Learning - Python
7) Hackathons

Teaching Learning Resources:

Essential readings-
1. Jeffrey S. Strickland, Simulation Educators (2014) Predictive Analytics using R
2. Evans, J. R. (2013). Business Analytics: Methods, Models, and Decisions

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 3. Robert Stine, Dean Foster, "Statistics for Business: Decision Making and
Analysis", Pearson Education, 2nd edition, 2013.
4. Robert Kabacoff, Second Edition (2015), Manning publications: R in Action Data
analysis and graphics with R
5. Dr. Umesh R. Hodeghatta and Umesha Nayak, A press publication : Business
Analytics Using R - A Practical Approach
6. Subhashini Sharma Tripathi, Apress publication, Learn Business Analytics in
Six Steps Using SAS and R
7. Wickham H., Grolemund G. (2016). R for Data Science: Import, Tidy, Transform,
Visualize, and Model Data. O’Reilly Media.
8. Cotton, R. (2013). Learning R: A Step-by-Step Function Guide to Data Analysis
1st Edition [Kindle Version]. Retrieved from http://www.amazon.in.
9. Knell, R. (2013) Introductory R: A Beginner's Guide to Data Visualisation,
Statistical
10. Analysis and Programming in R. [Kindle Version]. Retrieved from
http://www.amazon.in.
Murray, S. (2013) Learn R in a Day. [Kindle Version]. Retrieved from
http://www.amazon.in.

Supplementary Readings:
NPTEL Course: https://onlinecourses.swayam2.ac.in/aic20_sp35
Coursera Course: https://www.coursera.org/learn/jhu-getting-started-data-viz-r
https://www.coursera.org/specializations/data-science-foundations-r
Data Sources: Kaggle:https://www.kaggle.com/
Data world: https://data.world/,
Data.gov.in: https://data.gov.in/
Databases: EBSCO: https://www.ebsco.com/academic-libraries,
JGATE: https://jgateplus.com
Pearson E library: https://elibrary.in.pearson.com

CO-PO Mapping:

PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11

CO1 3 3 2 2 1 2 3 3 2 1 2

CO2 2 3 1 2 1 1 2 3 2 1 2

CO3 2 2 1 1 - 1 2 3 2 1 2

CO4 2 3 1 2 1 1 2 3 2 1 2

CO5 2 3 1 2 1 1 2 3 2 1 2

LEVEL 3-Substantial 2-Moderate 1-Slight - No Co-relation

Course Evaluation Plan:

Unit of
Sl. No. Evaluation Item Marks Allotted
Evaluation

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 50
Execution/ Presentation
1 Semester end Lab Exam Individual 30
Viva-Voce 10
Lab Journal 10

Attendance and Class

2 Individual 10
participation

3 Capstone project Group 25

4 Mini Project Individual 15

Course Title BIG DATA ANALYTICS

Term/Semester III
Course ID 21MBA532
Credits 3

Introduction:
This course will help students to make a data driven decision which is more effective and
efficient than human generated decisions. Big Data Analytics allows students to detect trends
and spot patterns that can be used for future benefit. Big data analytics helps students
harness data and use it to identify new opportunities. Students will gain exposure to SQL and
RDBMS which will help in creating and extracting data from databases. This course will help
students to learn the usage of Hadoop to store and process big data in a more effective
manner. Students will also get a practical exposure to Pig and Hive during the course which
will help in their future career prospects.

Course Outcomes (COs):

Post Completion of this course students should be able to:
CO1: Interpret and analyze the Big Data Platform
CO2: Understand and apply concepts of database management systems
CO3: Illustrate and apply the architectural concepts of Hadoop and HDFS
CO4: Understand and analyze Hadoop Ecosystem and Map reduce
CO5: Understand the contemporary developments in the field of Big Data Analytics.

Course content and Structure: (36 hours)

Module 1: Introduction to Big Data 4 Hours

- Introduction to Big Data: Types of Digital Data; 5Vs; Characteristics of Data
- Challenges with Big Data

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 - Business Intelligence vs. Big Data-Structured and Unstructured Data
- Applications of Big Data Analytics in: Marketing and Sales, Finance Analytics-
Human Resource- Healthcare
- Product Design
- Service Design
- Customer Service and Support
- SCM
- Government operations

Module 2: Database Management Systems 10 Hours

- Introduction: What is database system; purpose of database system; view of data;
relational databases
- Database architecture
- Database design: ER Model overview; Constraints; Diagrams; ERD Issues
- Weak entity sets- Codd’s rules
- Relational Schemas
- RDBMS: Introduction to UML Relational database model; Logical view of data
keys; Integrity rules.
- Relational Database design: features of good relational database design
- Atomic domain and Normalization (1NF- 2NF- 3NF- BCNF)
- Applications of Database Systems
- Database for Finance
- Database for Healthcare
- Database for Marketing

Module 3: Hadoop and HDFS 6 Hours

- Hadoop: History of Hadoop; the Hadoop Distributed File System
- Components of Hadoop Analysing the Data with Hadoop
- HDFS: Design of HDFS
- The Design of HDFS; HDFS Concepts; Command Line Interface
- Hadoop file system interfaces
- Java interfaces to HDFS
- Analytics using Hadoop
- Application of Hadoop as a Management Technique.

Module 4: Hadoop Ecosystem and Map Reduce 12 Hours

- Map Reduce: Anatomy of a Map Reduce Job Run; Failures
- Job Scheduling
- Shuffle and Sort
- Task Execution
- Map Reduce Types and Formats
- Map Reduce Features
- Pig: Introduction to PIG
- Execution Modes of Pig
- Comparison of Pig with Databases; Grunt; Pig Latin
- User Defined Functions
- Data Processing operators
- Hive: Hive Shell; Hive Services; Hive Metastore
- Comparison with Traditional Databases
- Hive QL; Tables

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 - Querying Data and User Defined Functions
- Big Data Analytics using Hadoop

Module 5: Contemporary development 4 Hours

- Pyspark and Rspark: Illustrative code notebooks
- Spark Basics
- Architecture RDDs
- Building blocks of Spark
- Spark Terminologies Pyspark
- Kafka: Zookeeper; API; Clusters; Brokers
- Analytics for the Future of Management.

Pedagogy:
1) Classroom Discussions
2) Activity Based Learning
3) Practice Based Learning
4) Project Based Learning
5) Experiential Learning
6) Software Based Learning - MySQL Workbench and Cloudera/Horton works/Hue
7) Case Based Learning
Teaching Learning Resources:
Essential Readings
1. Big Data Simplified ,First Edition , Pearson 18 July 2019
2. Ralph Kimball and Margy Ross- “The Data Warehouse Toolkit: The Definitive Guide to
Dimensional Modeling”- (Third Edition). John Wiley and Sons.ISBN-10 :
1118530802,ISBN-13 : 978-1118530801
3. J. Han and M. Kamber- "Data Mining: Concepts and Techniques"- Morgan Kaufman-
3/E- 2011.ISBN-10 : 9780123814791,ISBN-13 : 978-9380931913
4. Vaisman- Alejandro; Zimanyi- Esteban- “Data Warehouse Systems”- Springer- 2014.
ISBN-10 : 3642546544 ,ISBN-13 : 978-3642546549
5. by Sourabh Mukherjee (Author), Amit Kumar Das (Author), Sayan Goswami (Author)
ISBN-10 : 9386263610,ISBN-13 : 978-9353435110
Reference
1. Kimball- Ralph- “The Data warehouse lifecycle toolkit: expert methods for designing-
developing- and deploying data warehouses”- John Wiley & Sons- 1998.ISBN-10 :
0471255475, ISBN-13 : 978-0471255475
2. Alex Berson- Stephen J. Smith- "Data Warehousing- Data Mining- and OLAP"- MGH-
1998 ISBN-10 : 0070062722,ISBN-13 : 978-0070062726

Supplementary Readings:

NPTEL Course : https://nptel.ac.in/courses/106/104/106104189/

Coursera: https://www.coursera.org/learn/hadoop https://www.coursera.org/learn/big-data-
analysis
Data Sources : Kaggle: https://www.kaggle.com/ Data world: https://data.world/ Data.gov.in:
https://data.gov.in/
Databases: EBSCO: https://www.ebsco.com/academic-libraries,
JGATE: https://jgateplus.com
Pearson E library: https://elibrary.in.pearson.com

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 CO-PO Mapping:

PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11
CO1 - 2 1 1 - 1 2 2 2 1 -
CO2 - 2 1 1 1 2 2 2 2 - 1
CO3 - 2 - - - 2 2 1 1 - -
CO4 - 2 - - - 1 2 1 1 - -
CO5 - 2 - - - 1 2 2 2 - -
LEVEL 3-Substantial 2-Moderate 1-Slight - No Co-relation
Course Evaluation Plan:

Sl. Unit of Marks

Evaluation Item Timeline
No. Evaluation Allotted
At the end of the
1 End Term Exam Individual 50
semester
After completion
2 Mid – Term Test Individual 20
of 2-3 modules
At the end of the
3 Attendance and Class participation Individual 5
semester
Remaining assignments (Quiz, Individual
4 assignment, Cap-Stone project, Major or Individual 25 Full Semester
minor project, Group assignments etc.)

Course Title DESCRIPTIVE ANALYTICS AND DATA

VISUALIZATION
Term/Semester III
Course ID 21MBA533
Credits 3

Introduction:
Tableau is a powerful and fast-growing data visualization tool. While Tableau is designed
to be used by a range of business users and non-technical audiences, it also provides
access to a deep computational ability for advanced data analytics. Tableau is flexible
because it can deal with a lot of different data sources. Tableau is great because it’s a
single tool for problem framing, importing and cleaning data, analyzing and visualizing
data; taking business decisions; and presenting insights. Organizations across the world
and in various industries are using visualization and reporting through Tableau. Tableau
alone has a market share of about 14.2% in the Business Intelligence category, making
it the most popular BI tool among the others.

Course Outcomes (COs):

CO1: Understand the fundamental concepts and features of tableau.
CO2: Create data visualizations using tableau.
CO3: Analyse various features of modeling using tableau.
CO4: Create dashboards in tableau.
CO5: Construct stories in tableau.

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Course content and Structure: (36 hours)

Module 1: Getting Started with Tableau 8 Hours

− Introduction to tableau
− Data Connection: connecting to data; loading data
− Navigating in tableau: Menu Commands; File Menu; Data Menu; Worksheet Menu;
Dashboard Menu; Story Menu; Analysis Menu; Map Menu; Format Menu
− Loading workbooks
− Dimensions and measures
− first visualization
− building and improving visualizations

Module 2: Building and Customizing Visualizations 10 hours

− Creating Basic Visualizations: Bar chart ; Line chart; pie chart; crosstab; scatter
plot; bubble chart; histogram ; waterfall charts
− Filtering: basic filters; quick filters; context filters; condition filters; Hierarchical
filters; Collaborative filters; top filters
− Sorting; through selection; excluding multiple fields
− filtering for null values
− Top filters on tableau
− Aggregation
− Calculated fields: introduction; creating calculated fields
Module 3: Analysis through tableau 8 hours
− Mapping your data
− creating a symbol map
− working with dates
− visualizing dates in data: Drill down and roll up; date formatting options; date
filters
− reference lines; Spread analysis using reference lines
− trend lines
− forecasting

Module 4: Presenting Your Data 6 hours

− Best practices for formatting your visualization
− Using color purposefully and readable fonts
− Use tooltips and adjust access as necessary
− Creating dashboards
− Customizing dashboards: Add a tiled textbox; add floating images and buttons
− Creating stories
− Customising stories: tailor your caption; adjust layout

Module 5: Creating Stories in Tableau 4 hours

− Concept: Introduction to Tableau Stories
− CXO level data story Vs Operational data story
− Demo: Creating a Data Story
− Demo: Formatting a Story
− Activity: What's the Story?

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Pedagogy:
1) Software based teaching
2) Practice based learning
3) Activity based learning
4) classroom discussions
5) Project based learning

Teaching Learning Resources:

Essential Readings
1. Daniel G. Murray, Tableau Your Data!: Fast and Easy Visual Analysis with Tableau
Software 2nd Edition, WILEY publication. ISBN: 978-1-119-00119-5
2. Ryan Lindy, visual data storytelling with Tableau, Pearson Publication. ISBN-10 :
9353063590

Reference
1. Ryan Sleeper, Practical Tableau: 100 Tips, Tutorials, and Strategies from a Tableau
Zen Master 1st Edition, O'REILLY publication. ISBN-13 978-1491977316
2. Joshua N. Milligan, Learning Tableau: Tools for Business Intelligence, data prep,
and visual analytics, 3rd Edition, Packt publication. ISBN-13 : 978-1784391164
3. Jane A Crofts, Tableau Desktop: A Practical Guide for Business Users. ISBN-13 :
978-1518675157
4. Alexander Loth ,Visual Analytics with Tableau 1st Edition, WILEY publication
ISBN:9781119560203
5. Learning Tableau by Joshua Milligan. Packt Publication. ISBN-13 : 978-1800200364
6. Communicating Data with Tableau by Ben Jones. OREILLY publication ISBN-13 :
978-1449372026

Supplementary resources-
1. https://jgateplus.com/home/
2. https://search.ebscohost.com/
3. https://elearning.tableau.com/tableau-fundamentals
4. https://www.coursera.org/specializations/data-visualization
5. https://elibrary.in.pearson.com

CO-PO Mapping:

PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11

CO1 1 3 1 3 1 - 3 3 1 - -

CO2 - 2 - 2 1 - 3 3 1 - -

CO3 - 3 - 1 1 - 3 3 1 - -

CO4 - 3 1 3 2 1 3 3 2 - 2

CO5 - 2 - 1 1 2 3 3 1 - -

LEVEL 3-Substantial 2-Moderate 1-Slight "-" No Correlation

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Course Evaluation Plan:

Unit of
Sl. No. Evaluation Item Marks Allotted
Evaluation
50
Execution/ Presentation
1 Semester end Lab Exam Individual 30
Viva-Voce 10
Lab Journal 10

Attendance and Class

2 Individual 10
participation

3 Capstone project Group 25

4 Mini Project Individual 15

Course Title ANALYTICS APPLICATIONS IN FUNCTIONAL

AREAS
Term/Semester III
Course ID 21MBA534
Credits 3

Introduction:
This is a three-credit course offered to the students of Business Analytics. The course
demonstrates how analytics as a horizontal can cut across many verticals called
domains or functional areas. In this course, students get exposed to applications of
analytics in business domains like marketing, finance, Human resources, Supply
Chain/Operations and in other areas. This course also enables students well conversant
with domain specific analytical concepts and hands on with data and tools. The
objective of this course is to equip students with domain specific analytical skills and
develop passion to solve business problems in various domains with the help of
statistical models specific to domains. This course attempts to inculcate in the students
the ability to conceptualize business problems in statistical terms and to enhance their
understanding of statistical data analysis, so as to be able to create an ecosystem for its
implementation, and use it for competitive advantage in business organizations.

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Course Outcomes (COs):
At the successful completion of this course the students should be able to:

CO1: Ability to apply analytics (tools and algorithms) to solve problems in functional
areas
CO2: Articulate the usage of business analytics in a variety of functional areas
CO3: Create a used case for analytics to solve business problems
CO4: Understand the importance of analytics in taking effective business decision
CO5: Analyse the used cases of Analytics in various functional areas

Course content and Structure: (36 hours)

Module 1: Analytics applications in Marketing 8 Hours

- A case study on Customer churn prediction
- A case study on Market Basket Analysis
- A case study on Sales forecasting
- A case study on Customer Sentiment Analysis
- A case study on Recency, Frequency, Monetary (RFM)

Module 2: Analytics applications in Finance 7 Hours

- A case study on Customer Life Time Value Analysis
- A case study on Real time case study of credit card fraud
- A case study on Stock Market Prediction
- A case study on Credit Appraisal Process and Repayment of loan in the Bank

Module 3: Analytics applications in Human Resource Management 7 Hours

- A case study on Employee Attrition and Employee Retention
- A case study on Employee Sentiment Analysis
- A case study on Performance appraisal
- A case study on Talent Acquisition and Resume screening; Talent Management.

Module 4: Analytics applications in Supply Chain and Operations 7 Hours

- A case study on Real time analytics in Production optimization; and Quality
assurance
- A case study of hospital optimal resource allocation
- A case study on Asset Performance Management
- A case study on Inventory Management Forecasting

Module 5: Analytics applications in other functional areas 7 Hours

- A case study on The Trend of COVID-19 at Bengaluru: Prediction to Continue the
Better Epidemic Management
- A case study on Travel and Tourism in India - Focus on Innovation and Customer
Experience
- A study on Role of higher education in economic development of the country.
- Transition to LPG for cooking: A case study from two states of India

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Pedagogy:
1. Class room discussion
2. Case based teaching (Text and Multimedia)
3. Project based learning
4. Software linked Practice based Teaching
5. Industry expert interaction

Teaching Learning Resources:

Essential readings

1. Tanushri Banerjee , Arindam Banerjee ( 2019), Business Analytics: Text and

Cases, SAGE Publications, 1st Edition, ISBN: 978-9353287108
2. Winston, W.L. (2014), Marketing Analytics: Data-Driven Techniques with
Microsoft Excel, Wiley, First Edition, ISBN: 978-1118373439.
3. Fitz-enz, J. (2001). How to Measure Human Resource Management, McGraw-Hill;
3 edition, ISBN: 978-0071369985
4. FIN sights – Technology Insights for the Financial Services Industry – Analytics
in Financial Services – Special Edition in collaboration with FICO by Infosys,
5. “Operations Management”, Jay Heizer and Barry Render, Pearson Publications,
ISBN: 0132921146
6. “Supply Chain Analytics with SAP NetWeaver Business Warehouse”, Amol
Palekar and Shreekant Shiralkar, ISBN: 9781259006081,
7. “Analytics in Operations/Supply Chain Management”, Muthu Mathirajan and
Chandrasekharan Rajendran, ISBN: 9789384588946
8. Winston, W.L. (2014). Marketing Analytics: Data-driven Techniques with
Microsoft S. Russell and P. Norvig, Artificial Intelligence A Modern Approach, 2nd
Edition. Pearson Education, (2007), ISBN: 9781118373439

References

1. Grigsby, M. (2015), Marketing Analytics: A practical guide to real marketing

science, Kogan Page Limited. Venkatesan, R., Farris, P., Wilcox, R.T. (2014),
Cutting Edge Marketing Analytics: Real World Cases and Data Sets for Hands On
Learning, Pearson Education, ISBN: 978-0133552522
2. Tower Group Survey of Credit Card Issuers and Consumer Lenders: Connected
Decision Making for Collections, Risk and Fraud Management in Turbulent
Times, Theodore Iacobuzio, April 2008, page 17
3. Knapik, Jaroslaw “Using Technology to Combat Financial Crime in Retail
Banking (Strategic Focus)”, Datamonitor, Dec 2008, ISBN: 0060161728
4. Bassi, L. (2011). Raging debates in HR analytics. People and Strategy, 34(2), 14,
ISBN: 9035245105
5. GeradFeigin, Supply Chain planning and analytics – The right product in the
right place at the right time, Business Expert Press, 2011, ASIN : B005QBF2ZQ
6. Makridakis, S., Wheelwright, S. C., & Hyndman, R. J. (1997). Forecasting
methods and applications. John Wiley & Sons. Third Edition, ISBN: 978-0-471-
53233-0

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Supplementary Resources

● Students will use supplementary resources such as online videos, NPTEL videos,
e-courses, Virtual Laboratory and Impartus – LCS
1. https://www.enginius.biz/index.php/instructors/case-studies/
2. https://www2.deloitte.com/content/dam/Deloitte/us/Documents/human-
capital/us-hc-enabling-business-results-with-hr-measures-that-matter.pdf
3. Loshin , David. “Customer Centricity, Master Data and the “360 Degree View”.
A Datalux white paper.
4. https://jgateplus.com
5. https://search.ebscohost.com
6. https://capitaline.com/
7. https://www.kaggle.com
8. https://www.github.com
9. www.emeraldinsight.com (A renowned research journal database)
10. www.ncaer.org (National Council of Applied Economic Research – Govt. of
India data resource) and https://www.12manage.com/
11. www.stattutorials.com (Statistics tutorials including worked examples using
softwares like SPSS)
12. https://dmsretail.com/list-of-retail-articles-success-tips/
13. Coursera course on “ Case studies in business analytics with ACCENTURE”
by “Nicolas Glady” offered by the “ESSEC Business School”
14. Coursera course on “Business Analytics Capstone” by Wharton Teaching
Staff offered by the “Wharton School of the University of Pennsylvania”.
15. https://elibrary.in.pearson.com

Cap-Stone project

Each group of 3 Students (max) assigned one case study for this; A report must be
prepared outlining the following steps:
a. Problem definition in the functional area
b. Identify and use a standard dataset available for the problem
c. Implement the tools and algorithms of choice.
d. Interpret and visualize the results.
Lab Exercises

1. Market Basket Analysis

2. Customer Sentiment Analysis
3. Credit card fraud
4. Stock Market Prediction
5. Employee Attrition and Employee Retention
6. Performance appraisal
7. Real time analytics in Production optimization; and Quality assurance
8. hospital optimal resource allocation
9. The Trend of COVID-19 at Bengaluru: Prediction to Continue the Better Epidemic
Management
10. Transition to LPG for cooking: A case study from two states of India

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CO PO Mapping:

PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11

CO1 3 3 1 3 1 2 3 3 3 1 1

CO2 2 2 1 2 1 2 3 3 3 1 1

CO3 3 3 1 2 1 2 3 3 3 1 1

CO4 3 3 1 2 1 2 3 3 3 1 1

CO5 3 3 1 2 1 2 3 3 3 1 1

LEVEL 3-Substantial 2-Moderate 1-Slight - No Co-relation

Course Evaluation Plan:

Sl. Unit of Marks

Evaluation Item Timeline
No. Evaluation Allotted
At the end of
1 End Term Exam Individual 50
the semester
After
2 Mid – Term Test Individual 20 completion of
2-3 modules
At the end of
3 Attendance and Class participation Individual 5
the semester

Remaining assignments (Quiz,

Individual assignment, Cap-Stone
4 Individual 25 Full Semester
project, Major or minor project,
Group assignments etc.)

Course Title DATA WAREHOUSING AND DATA MINING

Term/Semester III
Course ID 21MBA536
Credits 3

Introduction:
Data mining is the computational process of discovering patterns from large data sets.
This course discusses concepts and techniques of data warehousing and mining. Data
mining is one of the most advanced tools used by IT industries. The topics covered
include introduction to data warehousing, data pre-processing and foundational data
mining techniques such as supervised learning including regression and classification,
and unsupervised learning such as clustering and association rules. Students are

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introduced to design data warehouse and perform data mining tasks with neural
networks, as well as exposed to open-source data mining software.

Course Outcomes (COs):

Upon completion of this course, the students will be able to:
CO1: Design a Data warehouse system and perform business analysis with OLAP
tools
CO2: Understand Architecture of a Data Mining System.
CO3: Apply frequent pattern and association rule mining techniques for data analysis
CO4: Apply appropriate classification and clustering techniques for data analysis
CO5: Understand the latest trends in Data warehousing and data mining

Course content and Structure: (36 hours)

Module 1: Data Warehousing, Business Analysis and OLAP 12 Hours

- Basic Concepts: Data Warehousing Components; Building a Data Warehouse
- Database Architectures for Parallel Processing; DBMS Schemas for Decision
Support
- Data Extraction; Cleanup and Transformation tools; Meta data; reporting
- Query tools and Applications
- Multidimensional Data Model
- Data Warehouse Schemas for Decision Support; Concept
Hierarchies; Characteristics of OLAP Systems
- Typical OLAP Operations, OLAP and OLTP.
- Planning Data Warehouse and Key Issues
- Planning and Project Management in constructing Data warehouse
- Data Warehouse Project
- Data Warehouse Development Life Cycle, Kimball Lifecycle Diagram
- Requirements Gathering Approaches: Team organization; Roles;
and Responsibilities
- Data Warehouse Architecture: MOLAP, ROLAP, HOLAP
- ETL Overview or Introduction to ETL: ETL requirements and Steps

Module 2: Introduction to WEKA and Applications 6 Hours

- Downloading and/or installation of WEKA data mining toolkit
- Understand the features of WEKA toolkit such as Explorer, Knowledge Flow interface,
Experimenter, command-line interface.
- Navigate the options available in the WEKA (ex. Select attributes panel, Preprocess panel,
Classify panel, Cluster panel, Associate panel and Visualize panel) Study the arff file format
- Explore the available data sets in WEKA.

Module 3: Introduction to Data Mining and Applications 4 Hours

- Introduction to Data Mining, Importance of Data Mining, Challenges in Data Mining,
Data Mining functionalities
- Classification of Data mining systems, Data Mining architecture, Knowledge
Discovery in Databases(KDD), CRISP- DM.
- Ethical issues in Data Mining and their Analysis; Global issues in Data Mining
- Data Mining Applications: Risk management and targeted marketing; Health Care
Sector; Retail Sector; Financial Services and other sectors

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Module 4: Data Mining Techniques: an Overview 10 Hours
- Classification and Prediction: Issues Regarding Classification and Prediction;
Classification by Decision Tree Introduction; Bayesian Classification – Rule Based
Classification; Classification by Back propagation; Support Vector Machines;
Associative Classification; Lazy Learners; Other Classification Methods; Prediction;
Accuracy and Error Measures; Evaluating the Accuracy of a Classifier or Predictor;
Model Section.
- Cluster Analysis: - Types of Data in Cluster Analysis; A Categorization of Major
Clustering Methods; Partitioning Methods; Hierarchical methods; Density-Based
Methods; Grid-Based Methods; Model-Based Clustering Methods; Clustering High-
Dimensional Data; Constraint-Based Cluster Analysis; Outlier Analysis.

Module 5: Emerging Trends 4 Hours

- Multimedia Data Mining
- Text Mining
- Web Mining
- Data Warehouse Services (e.g. Amazon Red Shift, Azure SQL Data Warehouse.).

Pedagogy:
1) Classroom discussion
2) Case based teaching (Text and Multimedia)
3) Project based teaching
4) Practice based learning
5) Software linked Practice based Teaching
6) Industry expert interaction

Teaching Learning Resources:

Essential readings-
1. M.H. Dunham, "Data Mining Introductory and Advanced Topics", Pearson Education,
ISBN : 978-8177587852
2. Ralph Kimball and Margy Ross, “The Data Warehouse Toolkit: The Definitive Guide to
Dimensional Modeling”, (Third Edition). John Wiley and Sons, ISBN : 978-1118530801
3. J. Han and M. Kamber, "Data Mining: Concepts and Techniques", Morgan Kaufman,
3/E, 2011, ISBN: 978-0-12-381479-1.
4. Vaisman, Alejandro; Zimanyi, Esteban, “Data Warehouse Systems”, Springer, 2014,
ISBN : 978-3-642-54655-6
5. Paulraj Ponniah, ―Data Warehousing: Fundamentals for IT Professionals‖, Wiley India,
ISBN : 0-471-41254-6
6. Han, Kamber, "Data Mining Concepts and Techniques", Morgan Kaufmann 3rd
edition, ISBN : 978-0-12-381479-1
7. Reema Theraja ―Data warehousing‖, Oxford University Press, ISBN : 978-
0195699616
8. Introduction to data mining by Tan, Steinbach & Kumar, ISBN : 978-0133128901
9. Instant Weka : How to , Bostjan Kaluza, Packt Publishing Limited

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References-
1. Vaisman, Alejandro; Zimanyi, Esteban, “Data Warehouse Systems”, Springer, 2014,
ISBN : 978-3-642-54655-6
2. Golfarelli, Matteo; Rizzi, Stefano, “Data Warehouse Design : modern principles and
methodologies”, McGraw Hill, 2009, ISBN : 978-0071610391
3. Jensen, Christian S; Pedersen, Torben Bach; Thomsen, Christian W, Morgan &
Claypool, “Multidimensional Databases and Data warehousing”, cop. 2010, ISBN
: 9781608456017
4. Kimball, Ralph, “The Data warehouse lifecycle toolkit: expert methods for designing,
developing, and deploying data warehouses”, John Wiley & Sons, 1998, ISBN :
0471255475
5. Alex Berson, StephenJ. Smith, “Data Warehousing, Data Mining, and OLAP”, MGH,
1998. ISBN : 0-201-177-676
6. Learn By Examples – A Quick Guide to Data Mining with RapidmIner and Weka, Eric
Goh, SV Book Pte. Ltd.

Supplementary Resources
Students will use supplementary resources such as online videos, NPTEL videos, e-
courses, Virtual Laboratory and Impartus – LCS
1. https://nptel.ac.in/courses/106/105/106105174/
2. Andrew Moore’s Data Mining Tutorials (See tutorials on Decision Trees and
Cross Validation
3. Decision Trees (Source: Tan, MSU) Tom Mitchell’s book slides (See slides on
Concept Learning and Decision Trees)
4. https://www.cs.waikato.ac.nz
5. https://jgateplus.com
6. https://search.ebscohost.com
7. https://www.guru99.com
8. https://www.javapoint.com
9. https://www.kaggle.com
10. https://www.github.com
11. Coursera course on “Data Warehousing for Business Intelligence
Specialization” by Michael Mannino and Jahangir Karimi offered by the
University of Colorado System
12. Coursera course on “Data Mining” by John C. Hart offered by the University of
Illinois at Urbana-Champaign
13. https://elibrary.in.pearson.com

Capstone project:

Each group of 3 Students (max) assigned one topic for this; A Data Warehouse and
Data Mining report must be prepared outlining the following steps:
a) Problem definition, identifying which Data Warehouse and data mining task is
needed.
b) Identify and use a standard data mining dataset available for the problem
c) Interpret and visualize the results.
d) Provide clearly the Data Mining decision that is to be taken as a result of mining.

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Lab Exercises
1. Explore and compare various data mining tools
2. Preparing data sets for WEKA.
3. Application of pre-processing methods on data sets using WEKA
4. Preprocessing on real and synthetic datasets.
5. Apply filters on the customer dataset using WEKA.
6. To predict with the smallest total error using rules based on One attribute
7. Apply classification technique to find association rules.
8. Demonstration of various classification algorithms.
9. Performance measurement of various classification algorithms
10. Demonstration of Clustering methods

Mapping of Course Outcomes to Program Outcomes:

PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11

CO1 1 3 1 2 1 2 3 2 3 1 1

CO2 1 2 1 2 1 1 2 2 2 1 1

CO3 2 3 1 2 1 2 3 2 2 1 1

CO4 2 3 1 3 1 3 3 3 3 1 1

CO5 2 3 1 2 1 2 3 2 2 1 1

LEVEL 3-Substantial 2-Moderate 1-Slight - No Co-relation

Course Evaluation Plan:

Sl. Unit of Marks

Evaluation Item Timeline
No. Evaluation Allotted
At the end of
1 End Term Exam Individual 50
the semester
After
2 Mid – Term Test Individual 20 completion of
2-3 modules
At the end of
3 Attendance and Class participation Individual 5
the semester
Remaining assignments (Quiz, Individual
4 assignment, Cap-Stone project, Major or Individual 25 Full Semester
minor project, Group assignments etc.)

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 Course Title BUSINESS INTELLIGENCE
Term/Semester III
Course ID 21MBA535
Credits 3

Introduction:
In the age of technological progression, digital advancements have completely
revolutionized our everyday lives and the business world has been impacted to a
maximum extent. It is prudent on the part of the companies to develop and invest in
technologies, applications, strategies and practices to collect, analyze, integrate and
present pertinent business information. The entire purpose of Business Intelligence is
to support and facilitate better business decisions. Hence, it is essential for business
management students to have knowledge on the process of business intelligence. This
course entitled - Business Intelligence is introduced to orient a business professional
regarding access to information, analyze and draw insights that is critical to the success
of an enterprise.

Course Outcomes (COs):

CO1: Understand and describe the fundamentals of business intelligence
CO2: Implement the process of business intelligence to make better business decisions.
CO3: Explain the issues and challenges associated with business intelligence
CO4: Understand the nuances in implementing the Business Intelligence tools
CO5: Analyze the emerging trends in Business Intelligence

Course content and Structure: (36 hours)

Module 1: Business Intelligence: an Introduction 10 Hours

- Introduction; Definition; History and Evolution
- Business Intelligence Segments; Difference between Information and
Intelligence
- Defining Business Intelligence Value Chain; Factors of Business Intelligence
System
- Real time Business Intelligence; Business Intelligence Applications
- ETL Overview or Introduction to ETL: ETL requirements and Steps
- Creating Business Intelligence Environment
- Business Intelligence Landscape, Types of Business Intelligence
- Business Intelligence Platform, Dynamic roles in Business Intelligence
- Roles of Business Intelligence in Modern Business- Challenges of BI
- Business Intelligence Lifecycle: Enterprise Performance Life Cycle ;( EPLC)
Framework Elements; Life Cycle Phases. Business Intelligence Architecture
- Human Factors in BI Implementation
- BI Strategy, Objectives and Deliverables
- Transformation Roadmap; Building a transformation roadmap
- BI Development Stages and Steps; Parallel Development Tracks; BI Framework

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RV INSTITUTE OF MANAGEMENT
Module 2: Introduction to Power BI and Its applications 6 Hours
- Introduction to Power BI
- Power BI query Editor
- Data Modelling
- DAX measures
- Data Visualization and Dashboards

Module 3: Business Intelligence Issues and Challenges 10 Hours

- Critical Challenges for Business Intelligence success
- Cross-Organizational Partnership, Business Sponsors
- Dedicated Business Representation; Availability of Skilled Team Members
- Business Intelligence Application Development methodology
- Planning the BI Projects
- Business Analysis and Data Standardization; effect of Dirty Data on Business
profitability
- Importance of Meta-Data; Silver Bullet Syndrome; Customer Pain Points,
- Creating Cost Effective Enterprise friendly BI solution

Module 4: Implementing Business Intelligence 6 Hours

- Business Intelligence Platform; Business Intelligence Platform Capability Matrix
- BI Target Databases; Data Mart, BI Products and Vendor
- The Big Four Business Intelligence vendors

Module 5: Emerging Trends in Business Intelligence 4 Hours

- Artificial Intelligence.
- Data Security.
- Data Discovery/Visualization.
- SaaS BI.
- Predictive and Prescriptive Analytics Tools.
- Real-time Data and Analytics.
- Collaborative Business Intelligence.
- Mobile BI

Pedagogy:
1) Class room discussion
2) Case based teaching (Text and Multimedia)
3) Project based teaching
4) Practice based learning
5) Software linked Practice based Teaching
6) Industry expert interaction

Teaching Learning Resources:

Essential readings-
1. Business Intelligence and Analytics by Efraim Turban, Ramesh Sharda and
Dursun Delen by Pearson Publications, ISBN: 978-0-13-305090-5
2. Business Intelligence (Data Mining & Optimization for Decision Making) by Carlo
Vercellin by Wiley Publications, ISBN: 78-0-470-51138-1
3. ”Mastering Microsoft Power BI: Expert techniques for effective data Analytics and
business intelligence, Brett Powel.

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RV INSTITUTE OF MANAGEMENT
 4. Business Intelligence – Grundlagen und praktische Anwendungen: Eine
Einführung in die IT” by Hans-Georg Kemper and Henning Baars, ISBN: 78-3-
8348-9727-5
5. David Loshin Morgan, Kaufman, “Business Intelligence: The Savvy Manager’s
Guide”, Second Edition, 2012, ISBN: 978-1-55860-916-7
6. Larissa T. Moss, S. Atre, “Business Intelligence Roadmap: The Complete Project
Lifecycle of Decision Making”, Addison Wesley, 2003, ISBN: 9780201784206
7. Carlo Vercellis, “Business Intelligence: Data Mining and Optimization for
Decision Making”, Wiley Publications, 2009, ISBN: 978-0-470-51138-1

References-
1. Business Intelligence for Dummies, Swain Scheps, Wiley Publication, ISBN: 978-
1-118-05141-2
2. Successful Business Intelligence by Cindi Howson, McGraw Hill, ISBN: 978-
0071809184
3. Business Intelligence by David Leshin, Elsevier, second edition, ISBN: 978-
0123858900
4. Data mining for Business Intelligence, GalitShmueli, Nitin R Patel & Peter C
Bruce, Wiley Publication, ISBN:0-978-0470-08485-4
5. Business Intelligence, Practices, Technologies and Management, Rajiv Sabherwal,
Irma Becerra-Fernandes, Wiley Publication, ISBN: 9780470461709
6. Business Intelligence Guide book, Rick Sherman, Elsevier, ISBN: 9780124114616
7. Business Intelligence Strategy & Big data analytics, Steve Williams, Elsevier,
ISBN: 978-0128091982
8. Microsoft Power BI Quick Start Guide: Build dashboards and visualizations to
make your data come to life, Devin Knight, Brian Knight, Mitchell Pearson, Manuel
Quintana

Supplementary Resources
Students will use supplementary resources such as online videos, NPTEL videos,
e-courses, Virtual Laboratory and Impartus – LCS
1. https://docs.microsoft.com/en-us/learn/powerplatform/power-bi
2. https://www.edx.org/course/introduction-data-analysis-using-excel-
microsoftdat205x-2
3. https://jgateplus.com
4. Pearson e-books
5. https://www.kaggle.com
6. https://www.github.com
7. https://search.ebscohost.com
8. https://nptel.ac.in/courses/110/104/110104086/
9. https://www.talend.com/resources/what-is-business-intelligence/
10. Coursera course on “ Business intelligence and data analytics: Generate
insights” by David Pitt offered by the Macquarie University
11. Coursera course on “ Business Intelligence Concepts, Tools, and
Applications” by Jahangir Karimi offered by the “University of Colorado
System”
12. https://elibrary.in.pearson.com

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Cap-Stone project

Each group of 3 Students (max) assigned one case study for this; A Power BI report
must be prepared outlining the following steps:
a) Problem definition, identifying which data mining task is needed.
b) Identify and use a standard data mining dataset available for the problem
c) Implement the Knowledge discovery algorithm of choice.
d) Interpret and visualize the results.
e) Provide clearly the BI decision that is to be taken as a result of mining

Lab Exercises
1. Demonstration of Exploring Excel Modelling capabilities to solve business
problems
2. Introduction to BI tools, their pros and cons and limitations.
3. Demonstration of BI techniques ETL on Application Financial Analysis.
4. Demonstration of BI techniques ETL on Application Student result pattern
and ranking analysis
5. Demonstration of Performance Dashboard: Measuring, Monitoring and
management of Business
6. Demonstration of KPIs and Enterprise dashboard, design of enterprise
dashboards using Power BI tool.
7. Demonstration of BI techniques ETL on Application HR Analysis
8. Demonstration of BI techniques ETL on Application Operations Analysis
9. Demonstration of BI techniques ETL on Application Finance Analysis
10. Demonstration of BI techniques ETL on Application Marketing Analysis

CO-PO Mapping:

PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11
CO1 1 1 1 2 1 2 2 1 1 1 1
CO2 2 3 1 2 1 2 3 2 2 1 1
CO3 3 3 1 2 1 2 3 2 2 1 1
CO4 2 2 1 2 1 2 3 2 2 1 1
CO5 3 3 1 2 1 2 3 2 2 1 1
LEVEL 3-Substantial 2-Moderate 1-Slight - No Co-relation

Course Evaluation Plan:

Sl. Unit of Marks

Evaluation Item Timeline
No. Evaluation Allotted
At the end of
1 End Term Exam Individual 50
the semester
After
2 Mid – Term Test Individual 20 completion of
2-3 modules
At the end of
3 Attendance and Class participation Individual 5
the semester

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RV INSTITUTE OF MANAGEMENT
 Remaining assignments (Quiz,
Individual assignment, Cap-Stone
4 Individual 25 Full Semester
project, Major or minor project,
Group assignments etc.)

BUSINESS ANALYTICS – IV Semester

Course Title EMERGING TECHNOLOGIES
Term/Semester IV
Course ID 21MBA541
Credits 3

Introduction:
Bill Gates said, “we’re only beginning to realize computing’s potential” and that “we’re
entering an era when software will fundamentally transform almost everything we do,”
ranging from the evolutionary to the revolutionary transformations disrupting
previously adopted technologies and business models. These transformations should
create intelligent real-time enterprises that would conduct business in a significantly
more effective, efficient and agile manner, and that could adapt to the changing business
conditions and grow “smarter” over time by leveraging the future generations of
Information Technologies. These technologies can be the greatest friends or the worst
foes in building such “smart businesses,” depending on how well they are adopted and
deployed in the enterprises.
In this course, the students will study various principles of technological innovation
driving major business transformations and leading to the creation of more intelligent
and agile enterprises. Some of these principles include evolution and generations of
emerging technologies, different types of technological trajectories, cycles and path
dependencies of these technologies, business-pull and technology push. This course will
use case studies to explore frameworks, tools, and strategies that are already proven in
the real world and prepare ourselves and our organizations to have the tools needed to
succeed in a fast and changing world.

Course Outcomes (COs):

After successfully completing the course the students will be able to:
CO1: Remember and understand various emerging technologies.
CO2: Understand and analyze various technologies in communication and virtual
reality.
CO3: Understand the impact of emerging technologies in a global context.
CO4: Understand the impact of emerging technologies on society as a whole.
CO5: Understand and appreciate cutting edge technologies

Course content and Structure: (36 hours)

Module 1: Overview of Basic Principles of Emerging Technologies 4 Hours

− How innovative technologies emerge, evolve and are adapted by businesses.
− How technical and business issues are intertwined in making certain business
decisions

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RV INSTITUTE OF MANAGEMENT
 − Types of technological innovation and the value of emerging technologies.
− Digital Transformation: The Revolution, Hype and adoption
− Embrace the present and build the future
− How to get business and IT right?

Module 2: Virtual, Mixed and Augmented Reality 8 Hours

− Virtual, Mixed and Augmented Reality: Overview of Virtual, mixed and
augmented reality, Application of AR and VR in business.
− Communication Technologies: Foundations of wireless technologies, different
generations of wireless technologies (2G through 5G), and the corresponding
standards (e.g., GSM, CDMA, and OFDM)

Module 3: Cloud Computing and Internet of Things 8 Hours

− Cloud Computing: Overview; Architectures of the cloud computing systems;
Performance, security, reliability and economic viability issues, as pertaining to
the cloud computing systems, How Cloud Computing is being used and its
applications.
− Internet of things: What is Internet of Things?; Market trends and key companies
and technologies; How real companies embrace IoT; How The Internet of Things
Will Impact Customer Service; How The Internet Of Things Is Changing Online
Marketing; The Value Of The Industrial Internet Of Things (IIoT) And Big Data In
Manufacturing; Why IoT and Why Now; Applications and importance of IoT.

Module 4: Artificial Intelligence 6 Hours

− Concept of Data Science, AI and ML;
− Problem Spaces and Search Knowledge and Rationality
− AI vs. Machine Learning;
− Machine Learning - Types, Process and Applications
− Deep Learning: Introduction to Deep Learning / Neutral Networks,
Natural Language Processing; Modeling Concepts and Applications

Module 5: Emerging Technologies and Issues 10 Hours

− Blockchain: Building the foundations; The key concepts of Blockchain
technology, Blockchain and black markets, applications
− Cryptocurrency: Introduction to Cryptocurrencies, Legal Aspects of Virtual
Currency, Applications of Cryptocurrencies and Block chains in Traditional
Finance, Applications
− Robotics: Types and Components of a Robot, Classification of Robots, Industrial
Robot Applications, Robot Accuracy and Repeatability.
− Introduction to Quantum Computing
− Cyber Security and Data Privacy

Pedagogy:
1) Case based teaching
2) Classroom discussion
3) Activity based teaching
4) Talk by the industry experts and industry visits

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RV INSTITUTE OF MANAGEMENT
 Teaching Learning Resources:
Essential Readings
1. Stuart Russell and Peter Norvig, “Artificial Intelligence: A Modern Approach”, 3rd
Edition, Prentice Hall. ISBN: 9781537600314
2. Elaine Rich and Kevin Knight, “Artificial Intelligence”, Tata McGraw Hill.
ISBN:9780070087705
3. Vijay Madisetti, Arshdeep Bahga, Internet of Things, “A Hands on Approach”,
University Press. ISBN:9780996025515
4. Jai Singh Arun, Jerry Cuomo, Nitin Gaur, “Blockchain for Business” , Pearson
publications, ISBN: 9789389588880
5. Thomas Erl, Zaigham Mahood, Ricardo Puttini, “Cloud Computing, Concept,
Technology & Architecture”, Prentice Hall, 2013. ISBN: 9789332535923

References
1. Trivedi, M.C., “A Classical Approach to Artificial Intelligence”, Khanna Publishing
House, Delhi. ISBN: 9788190698894
2. Pethuru Raj and Anupama C. Raman, “The Internet of Things: Enabling
Technologies, Platforms, and Use Cases”, CRC Press. ISBN: 9781351981927
3. Barrie Sosinsky, Cloud Computing Bible, Wiley India, 2011. ISBN: 9780470903568
4. Journal of Business Analytics – Taylor & Francis Online Journal ISSN : 2573-2358
5. http://nifm.ac.in/business-analytics-and-statistics
6. https://cloud.gov.in/services_da.php
7. https://dst.gov.in/data-science-research-initiative

Supplementary resources-
1. https://jgateplus.com/home/
2. https://search.ebscohost.com/
3. https://www.coursera.org/specializations/emerging-technologies
4. https://elibrary.in.pearson.com

CO-PO Mapping:

PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11
CO1 - - - 3 - 2 2 - 3 1 -
CO2 - 1 2 3 - 2 2 1 3 1 -
CO3 - - 2 3 - 2 2 1 3 3 -
CO4 - - - 3 - 1 2 - 3 3 -
CO5 - 1 2 3 - 1 2 1 3 3 -
LEVEL 3-Substantial 2-Moderate 1-Slight - No Co-relation

Course Evaluation Plan:

Sl. Unit of Marks

Evaluation Item Timeline
No. Evaluation Allotted
At the end of
1 End Term Exam Individual 50
the semester
After
2 Mid – Term Test Individual 20 completion of
2-3 modules

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RV INSTITUTE OF MANAGEMENT
 At the end of
3 Attendance and Class participation Individual 5
the semester
Remaining assignments (Quiz,
Individual assignment, Cap-Stone
4 Individual 25 Full Semester
project, Major or minor project,
Group assignments etc.)

Course Title MACHINE LEARNING USING PYTHON

Term/Semester IV
Course ID 21MBA542
Credits 3

Introduction:
This course provides a concise introduction to the fundamental concepts in machine
learning and popular machine learning algorithms. Students will learn the standard and
most popular supervised learning algorithms including linear regression, logistic
regression, decision trees, k-nearest neighbor, an introduction to Bayesian learning and
the naïve Bayes algorithm, support vector machines and kernels and neural networks
with an introduction to Deep Learning. Students will cover the basic clustering and
association algorithms. This course will make students industry ready and capable of
analytical problem solving.

Course Outcomes (COs):

Post Completion of this course students should be able to:
CO1: understand and illustrate machine learning theories
CO2: design and implement supervised learning algorithms
CO3: design and implement unsupervised learning algorithms
CO4: design and implement deep learning algorithms
CO5: understand the contemporary developments in the field of machine learning.

Course content and Structure: (36 hours)

Module 1: Introduction Machine Learning and Python 6 Hours

- Machine Learning: Extension of hypothesis testing
- Linear Algebra for Machine Learning
- Algorithms for learning
- Learning Classifiers
- Learning from heterogeneous; Distributed; Data and knowledge
- Gradient Descent
- Applications of Machine Learning as a Technique of Analytics in: Marketing and
Sales; Finance Analytics; Human Resource; Healthcare;
- Product Design;
- Service Design- Customer Service and Support
- SCM- Government operations
- Introduction to Python , Installing and launching Jupiter Notebook

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RV INSTITUTE OF MANAGEMENT
Module 2: Supervised Learning Algorithms 6 Hours
- Independent Variables
- Bias Variance Tradeoff
- Linear Regression
- Regularization techniques: Lasso and R and Ridge Regression
- Optimization Techniques
- Gaussian Naive Bayes
- Random Forest (ensemble learning algorithms)
- Illustrative example of decision Trees
- Decision Tree as a foundation of Random Forest
- Application of Random Forest to facilitate Business Decision Making.

Module 3: Unsupervised Learning Algorithms 9 Hours

- Introduction to Unstructured data
- What are clustering Algorithms; K-means clustering
- Metrics to understand the quality of clusters
- KNN (k-nearest neighbors)
- Hierarchical clustering
- Principal Component Analysis: Uses in dimensionality Reduction
- Illustrative Example of PCA
- Application of simple K means clustering in industry
- Application of Hierarchical Clustering in HR
- Application of Principle Component Analysis as a data reduction Technique
- Target and Walmart use cases.

Module 4: Deep Learning 12 Hours

- Neural Networks
- Hidden Layers
- Back propagation
- Gradient Descent
- Convolutional Neural Networks
- Recurrent Neural Networks
- Application of Image Processing in the retail industry
- Application of Neural Networks in Banking Sector
- Neural Network as a Management Technique
- Illustrative example of Google ML platform and Tensor flow

Module 5: Contemporary development 3 Hours

- Reinforcement Learning
- Applications of Reinforcement Learning in Error Reduction
- Real time decision making; traffic pattern analysis; assistance in ships direction
- Temporal Difference (TD)
- Q-Learning
- Deep Adversarial Networks-Deep Learning Algorithms
- Tensor flow-Torch-Caffe

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RV INSTITUTE OF MANAGEMENT
Pedagogy:
1) Classroom Discussions
2) Activity Based Learning
3) Practice Based Learning
4) Project Based Learning
5) Experiential Learning
6) Software Based Learning - Python
7) Hackathons

Teaching Learning Resources:

Essential Readings
1. Manaranjan Pradhan and U Dinesh Kumar “Machine Learning Using Python”, Wiley
Publication, ISBN-108126579900
2. Max Kuhn and Kjell Johnson “Applied Predictive Modeling” Springer; 1st ed. 2013, Corr. 2nd
printing 2018 edition (27 April 2018) ISBN-10: 1461468485, ISBN-13: 978-1461468486
3. Saikat Dutt ,Subramanian Chandramouli , Amit Kumar Das, “machine learning” - Pearson;
First edition (1 October 2018) ISBN-10 : 9353066697, ISBN-13 : 978-9353066697

Reference Books:

1. Andrew NG “Machine Learning Yearning” ISBN-10: 199957950X,ISBN-13: 978-

1999579500
2. 5.Andriy Burkov “The Hundred-Page Machine Learning Book”ISBN-10 : 1999579542,
ISBN-13 : 978-1999579548

Supplementary Resources
1. MOOC on Machine Learning By NPTEL
https://nptel.ac.in/courses/106/105/106105152/
2. https://nptel.ac.in/courses/106/106/106106202/
3. https://nptel.ac.in/courses/106/106/106106213/
MOOC on Machine Learning By Coursera
4. https://www.coursera.org/learn/machine-learning
5. https://www.coursera.org/learn/uol-machine-learning-for-all
6. Kaggle: https://www.kaggle.com/
7. Data world: https://data.world/,
8. Data.gov.in: https://data.gov.in/
9. EBSCO: https://www.ebsco.com/academic-libraries,
10. JGATE : https://jgateplus.com/
11. https://elibrary.in.pearson.com

CO-PO Mapping:
PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11

CO1 - 2 1 1 - 1 2 2 2 - -

CO2 - 2 2 1 1 2 2 2 2 - 1

CO3 - 2 2 - - 2 2 1 2 - -

CO4 - 2 1 - - 1 1 1 1 - -

CO5 - 1 - - - 1 1 2 1 - -

LEVEL 3-Substantial 2-Moderate 1-Slight - No Co-relation

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Course Evaluation Plan:

Unit of
Sl. No. Evaluation Item Marks Allotted
Evaluation
50
Execution/ Presentation 30
1 Semester end Lab Exam Individual
Viva-Voce 10
Lab Journal 10
2 Attendance and Class participation Individual 10
3 Capstone project Group 25
4 Mini Project Individual 15

Course Title ANALYTICS FOR E-COMMERCE AND RETAIL

Term/Semester IV
Course ID 21MBA544
Credits 3

Introduction:
E-commerce analytics is a system or tool that allows to understand user’s behaviour.
Although most e-commerce analytics tools focus on onsite behaviour, e-commerce
analytics goes beyond that. In current scenario, many businesses are trying random
tactic to succeed until something works. Real success happens when there are
processes, trends, and concrete numbers that act as compass. And that’s where
ecommerce Analytics and the data supplied by it is powerful.
Good data helps us understand the world around us, it provides guidance and helps us
make sound decisions, and this includes ecommerce data as well.
E-commerce analytics tells where users came from, how much time they spent looking
at a particular product, where they spend most of their time, and much more.
The course would provide detailed knowledge about Google analytics and how informed
decisions can be made with the data from websites. Students will also learn how to
analyze market and retail data which would help in evolving the process of retailing and
help in making better decisions. Students will learn to create advanced reports on
Google analytics platform on shopping behaviour and buying patterns to increase
business sales.

Course Outcomes (COs):

CO1: Understand basics of E-Commerce analytics
CO2: Apply different techniques in Google analytics.
CO3: Analyze E-Commerce Reports in Google Analytics.
CO4: Understand and appreciate application of analytics in retailing.
CO5: Apply various application tools and algorithms in retail analytics.

Course content and Structure: (36 hours)

Module 1: E-commerce Analytics Basics 4 Hours

− What is E-commerce Analytics
− Why do you need it
− AARRR for Ecommerce: Acquisition; Activation; Revenue; Retention; Referral

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 − Omni-channel impact on e-biz and vice-versa
− A/B testing
− Introduction to Google analytics.

Module 2: Settings in Google Analytics 12 Hours

− The Basics: How to set up Google Analytics
− Google Analytics views; ecommerce tracking
− Google Analytics settings :latest code; Ad Words time zone; View Settings; Ad
Words Linking; Importing other paid traffic sources; Integrating Search
Console; demographics and interests reporting; Create custom alerts
− What is UTM (Urchin Tracking Module) tagging for e-commerce and its
important
− How to track competitors’ prices and stock availability

Module 3: Customer Experience and analytics 6 Hours

− Buyer personas
− Audience Reports in Google Analytics
− GDPR laws; how they shape ad targeting; limitations
− How to use geographic and demographic data to optimize campaigns
− How to Use Facebook data Insights for Better Targeting; segmentation;
retention; customer satisfaction
− Analytics through Ads: Google Ads Analytics; Facebook Ads Analytics; Display
Ads Analytics

Module 4: Overview of Retailing Analytics 4 Hours

− Retailer Goodwill,
− The Inside Scoop: Retail Power Brokers, Retail Organization, Real Estate
Marketing, Creative Advertising Marketing, Operations Marketing (Research),
Direct Marketing, Strategic Marketing,
− Point of Sale versus Market Basket Data,
− Data as Revenue: The Price of Retail Data.
− POS data and its use cases
− Use cases on video analytics, shelf analytics

Module 5: Retail & Data Analytics 10 Hours

− Data Terms, Market Basket, Data Storage, Data without Use Is Overhead,
− Case Studies and Practical Examples of Data-Related Retail Projects,
− Competitor Threat Analytics,
− Combining Multiple Data Sources,
− E-Business: Clicks and Mortar,
− Merchandise Cross-Sell Case Study
− Market Basket Analysis: Examples,

Pedagogy:
1) Practice based teaching using Google Analytics
2) Classroom discussion
3) Case based teaching
4) Project based teaching.
5) Interaction with Industry experts

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 Teaching Learning Resources:
Essential readings-
1. Retail Analytics – The Secret Weapon, Emmett Cox. Wiley publications, ISBN-13:
9781118148327
2. The Ridiculously Simple Guide to Google Analytics, Scott La Counte. Diana La
Counte Publications ISBN-13 : 978-1629178042
3. Introduction to Google Analytics, Todd Kelsey. Apress publications ISBN-13 :
978-1484228289
4. Consumer Behavior, Leon G. Schiffman, Joe Wisenblit, S. Ramesh Kumar,
Pearson Education India. ISBN: 9789353943806
5. https://www.conversific.com/blog/ecommerce-analytics/

References
1. Google Analytics Breakthrough, Feras Alhlou. Wiley publications, ISBN-13:
9781119231691
2. Advanced Web Metrics with Google Analytics, Brian Clifton, Third edition. Wiley
publications, ISBN-13: 9781118168448
3. Web Analytics 2.0, Avinash Kaushik, Wiley publications, ISBN-13:
9780470596449
4. B.king, A. (2008). Website Optimization. O'Reilly publication. ISBN-
13:9780596515089
5. Sachs, A-L. (2014) Retail Analytics: Integrated Forecasting and Inventory
Management for Perishable Products in Retailing, Springer. ISBN: ISBN 978-3-
319-13305-8
Supplementary resources-
1. https://jgateplus.com/home/
2. https://search.ebscohost.com/
3. https://www.coursera.org/professional-certificates/google-data-analytics
4. https://elibrary.in.pearson.com

CO-PO Mapping:

PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11
CO1 - 1 - 1 - 1 1 1 - - -
CO2 - 3 - 1 - 1 3 3 1 - -
CO3 1 3 - 2 1 2 3 3 1 - -
CO4 2 2 1 3 1 2 3 2 1 - 1
CO5 3 2 1 3 2 2 3 3 - - 2
LEVEL 3-Substantial 2-Moderate 1-Slight - No Co-relation

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RV INSTITUTE OF MANAGEMENT
Course Evaluation Plan:

Sl. Unit of Marks

Evaluation Item Timeline
No. Evaluation Allotted
At the end of
1 End Term Exam Individual 50
the semester
After
2 Mid – Term Test Individual 20 completion of
2-3 modules
At the end of
3 Attendance and Class participation Individual 5
the semester
Remaining assignments (Quiz,
Individual assignment, Cap-Stone
4 Individual 25 Full Semester
project, Major or minor project,
Group assignments etc.)

Course Title IT RISK MANAGEMENT AND DATA SECURITY

Term/Semester IV
Course ID 21MBA543
Credits 3

Introduction:
The purpose of this course is to provide understanding of the main issues related to
security in modern networked computer systems. This covers underlying concepts and
foundations of computer security, basic knowledge about security-relevant decisions in
designing IT infrastructures, techniques to secure complex systems and practical skills
in managing a range of systems, from personal laptop to large-scale infrastructures.
On completion of this course, students should have gained a good understanding of the
concepts and foundations of computer security, and identify vulnerabilities of IT
systems. The students can use basic security tools to enhance system security and can
develop basic security enhancements in stand-alone applications.

Course Outcomes (COs):

After successfully completing the course the students will be able to:
CO1: Understand the basics of cyber security and IT risk.
CO2: Analyse and asses the risk in the organization.
CO3: Apply the risk management tools and techniques.
CO4: Analyze and evaluate the risk mitigation techniques and frameworks within
organization.
CO5: Analyze and assess management, data protection, security operations, etc.

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Course content and Structure: (36 hours)

Module 1: Fundamentals of IT Risk and Cyber Security (CS) 10 Hours

− Introduction to IT Risk; Definitions of IT Risk; Four "A"s(Availability, access,
accuracy, agility) ; IT Risk Disciplines; Cause of IT Risk.
− Cyber Security: Evolution; Principles; CIA – Confidentiality, Integrity,
Availability
− Vulnerabilities : People-Process-Technology based vulnerabilities ;Zero-Day
Vulnerability
− Threats : Actors ; Tools (Types of cyber-attacks (viruses, worms, Trojan, RAT,
etc.) phishing, social engineering, ransom ware)
− Countermeasures : Cryptography, hashing, authentication, authorization,
accountability

Module 2: Fundamentals of IT Risk Management 6 Hours

− IT Risk Management; IT Risk Management Issues; Failure of Risk Management
in IT; Effective IT Risk Management
− General Risk Scenarios: Business-specific, industry-specific, region/location-
specific scenarios
− Process of IT Risk management Step One: Identify; Step Two: Access; Step
Three: Remediate IT Risks; Step Four: Manage;

Module 3: Risk Management Tools and Techniques 8 Hours

− IT Risk Management Cycle
− Technology and business drivers
− Risk Terms – Asset, Threat, Threat Agent, Threat Event, Vulnerability,
Countermeasure, Risk, Residual Risk
− ISO 31000:2009 Overview
− IT Risk Management Initiative
− Integrating risk management concepts into cyber security risk assessments

Module 4: IT Risk Mitigation 5 Hours

− IT Risk Mitigation Options
− IT Risk Mitigation Strategy
− Controls’ Identification and Analysis
− Calculating Residual Risk
− Applying ISO 31000 and Risk IT for Risk Mitigation
− Evaluation IT Risk Management Cycle: Project Evaluation; Learning from
Selection and Execution techniques
− Integrating IT Risk Management with various frameworks and standards –
BASEL II, ISO 20000, ITIL, COSO, COBIT, ISO 27001, BS 25999
− Risk Governance : Stages; advantages; challenges
− Complexity of cyber risk management :Legal ;Political; Technical; Economic;
Social

Module 5: Emerging Technologies and Issues 7 Hours

− Data security: Control at the level of management: data control, data
administration.

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RV INSTITUTE OF MANAGEMENT
 − Network security threats: spyware, search, denial of services,
misrepresentation, playback and session hijacking, redirections, viruses, Trojan
horses, and worms.
− Defining Privacy; Legislative Privacy
− Privacy and Data Collection
− Privacy Frameworks and policies
− Privacy-aware Access Control
− Privacy in Cloud infrastructure and Big Data

Pedagogy:
1) Classroom discussion
2) Case based teaching
3) Interaction with Industry experts
4) Seminar Based Teaching

Teaching Learning Resources:

Essential readings-
1. Information Security Principles and Practices By Mark S. Merkow, Jim Breithaupt ·
published by Pearson Education 9780133589634
2. Data Privacy and Security, David Salomon published by Springer New York. ISBN :
9780387217079
3. Data Privacy, Protection, and Security Law, Raymond T Nimmer, Holly K Towle,
Published by LexisNexis. ISBN: 9780769889245
4. Information Technology Risk Management in Enterprise Environments A Review of
Industry Practices and a Practical Guide to Risk Management Teams By Jake Kouns,
Daniel Minoli, Published by Wiley, ISBN: 9781118211618

References
1. Michael T. Goodrich and Roberto Tamassia, Introduction to Computer Security,
Addison Wesley, 2011.
2. Anderson, James P., "Computer Security Threat Monitoring and Surveillance,"
Washing, PA, James P. Anderson Co., 1980.
3. B. Raghunathan, The Complete Book of Data Anonymization: From Planning to
Implementation, Auerbach Pub, 2013.
4. L. Sweeney, Computational Disclosure Control: A Primer on Data Privacy Protection,
MIT Computer Science, 2002.

Supplementary resources-
1. https://jgateplus.com/home/
2. https://search.ebscohost.com/
3. https://elearning.tableau.com/tableau-fundamentals
4. https://www.coursera.org/learn/privacy-law-data-protection
5. https://www.coursera.org/learn/detect-mitigate-ethical-risks
6. https://elibrary.in.pearson.com

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RV INSTITUTE OF MANAGEMENT
CO-PO Mapping:

PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11
CO1 - 1 - 1 - 1 1 1 - - -
CO2 - 3 - 1 - 1 3 3 1 - -
CO3 1 3 - 2 1 2 3 3 1 - -
CO4 2 2 1 3 1 2 3 2 1 - 1
CO5 3 2 1 3 2 2 3 3 - - 2
LEVEL 3-Substantial 2-Moderate 1-Slight - No Co-relation

Course Evaluation Plan:

Sl. Unit of Marks

Evaluation Item Timeline
No. Evaluation Allotted
At the end of
1 End Term Exam Individual 50
the semester
After
2 Mid – Term Test Individual 20 completion of
2-3 modules
At the end of
3 Attendance and Class participation Individual 5
the semester

Remaining assignments (Quiz,

Individual assignment, Cap-Stone
4 Individual 25 Full Semester
project, Major or minor project,
Group assignments etc.)

35
RV INSTITUTE OF MANAGEMENT