MGM724 - Applications for Analytics

Subject Title
Applications for Analytics

Subject Description
Modern businesses collect vast amounts of customer data, buried within them are customer behaviour patterns that are critical for managing the business today and driving innovations for tomorrow. The ability to apply advanced statistics to a variety of business problems to unearth these key insights is critical to the success of organizations in the Big Data world. This course will prepare the students for real world problem solving by developing the ability to recognize the different types of problem and their analysis methodologies, perform the analysis accurately using statistical analysis software tools, interpret statistical results correctly, and translate analysis results into a technical presentation. MGM724 is the companion tools course to ?MTH724 Advanced Statistics: Marketers?, whereas MTH724 focuses on the business aspect of problem solving resulting in a business presentation, this course focuses on statistical analysis tools and technical presentation of statistical results.

Learning Outcomes
Upon successful completion of this subject the student will be able to:

1. Identify statistical methodology appropriate to business problem
2. Explain comprehensive description of univariate distributions
3. Present statistical tests to resolve validity of hypothesis
4. Conduct statistical sampling appropriate to sampling design
5. Interpret ANOVA/MANOVA results to analyze behaviour differences across groups
6. Explain types of correlation and their relation to causality
7. Present multi-variate linear regression results of continuous response problems
8. Discuss multi-variate logistic regression analysis of binary classification problems
9. Present discriminant analysis results on classification problems
10. Discuss high dimensional clustering to identify homogeneous groups
11. Explain principal components / factor analysis to reduce data redundancy and explore latent structures
12. Discuss structural equation models to investigate inter-dependent behaviours
13. Present conjoint analysis to analyze customer preference trade-off
14. Prepare technical presentation of analysis result summary

Essential Employability Skills

    •  Communicate clearly, concisely and correctly in the written, spoken and visual form that fulfils the purpose and meets the needs of the audience.

    •  Respond to written, spoken, or visual messages in a manner that ensures effective communication.

    •  Execute mathematical operations accurately.

    •  Apply a systematic approach to solve problems.

    •  Use a variety of thinking skills to anticipate and solve problems.

    •  Locate, select, organize, and document information using appropriate technology and information systems.

    •  Analyze, evaluate, and apply relevant information from a variety of sources.

Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: http://www.senecapolytechnic.ca/about/policies/academic-integrity-policy.html Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).

Please visit the Academic Integrity website http://open2.senecac.on.ca/sites/academic-integrity/for-students to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

Discrimination/Harassment
All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at student.conduct@senecapolytechnic.ca.

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.

Camera Use and Recordings - Synchronous (Live) Classes
Synchronous (live) classes may be delivered in person, in a Flexible Learning space, or online through a Seneca web conferencing platform such as MS Teams or Zoom. Flexible Learning spaces are equipped with cameras, microphones, monitors and speakers that capture and stream instructor and student interactions, providing an in-person experience for students choosing to study online.

Students joining a live class online may be required to have a working camera in order to participate, or for certain activities (e.g. group work, assessments), and high-speed broadband access (e.g. Cable, DSL) is highly recommended. In the event students encounter circumstances that impact their ability to join the platform with their camera on, they should reach out to the professor to discuss. Live classes may be recorded and made available to students to support access to course content and promote student learning and success.

By attending live classes, students are consenting to the collection and use of their personal information for the purposes of administering the class and associated coursework. To learn more about Seneca's privacy practices, visit Privacy Notice.