Data Science &

Analytics For Strategic Executive

Development

Decisions Programme
PROFESSIONAL
Overview

Enterprises across the globe are shifting their focus to data-driven goals and decision-making. In fact, the
International Data Corporation reports that worldwide data will grow 61% to 175 zettabytes by 2025*.
So, why is data science so important? Because it enables organisations to efficiently process and interpret
data that can be used to make informed business decisions & drive growth, optimisation and
performance.

In the online Data Science & Analytics for Strategic Decisions programme—offered by Singapore
Management University—you can learn how to process and understand data that can be used to drive
better, smarter decisions within your organisation.

*Source: IDC, 2021

22% 95%
is the expected rise in employment of data of businesses cite the need to manage
scientists by 2030 - much faster than the unstructured data as a problem for
average for all occupations. their business.

Source: US Bureau of Labor Statistics, 2021 Source: SharesPost, 2019

Who Is This Programme For
The programme is designed for both tech and non-tech professionals with 6 - 20+ years of relevant
work experience—no coding required, however, a basic knowledge of Excel would be beneficial.

Industries:
IT, E-Commerce, Computer Software, Finance, Marketing and Advertising, Banking, Education
Management, and Management Consulting

Functions:
Engineering, Programming, Technology, General Management, Marketing, Finance, Operations, and
HR Functions

This programme is especially helpful

for professionals who aspire to:

• Transition into a data-centric

senior management role

• Gather analytical expertise to

handle greater responsibilities

• Utilise predictive models to build

effective strategies that address
key issues in business operations
and product quality

• Become a leader for sustainable

business growth

• Spearhead complete ownership of

key business tasks and
understand underlying strategic
implications
Modules
MODULE 1: Leveraging Data as a Competitive Edge
• Key terminologies of data science
• Different levels of data analytics and their significance to decision-making
• Data features and insights to attain sustainable competitive advantage
• Applications of data analytics and its role in creating new business opportunities

MODULE 2: Data Analytics in Action

• Analytical approach to resolve a business problem
• Is your organisation is data-driven
• Trends in data and obtaining related insights to enhance business performance
• Impact an organisation’s omnichannel strategies have on sales
• How to identify appropriate data/insights

MODULE 3: Basic Statistics for Data Analysis

• Comparison of independent data sets to obtain insights
• How to apply strategic decision-making using said techniques

MODULE 4: Predictive Analytics

• Regression to analyse the strength/impact of variables
• Predict variable impact using optimal model fit and regression effects
• Logistic regression model to test and predict expected outcomes
• Apply predictive analytics to organisational events to advance strengths and counter threats

MODULE 5: Field Experiments and Causality

• Correlation and causality and their significance to enhancing business performance
• Experimentation for business problems to make effective inferences
• Multivariate, A/B and Multi-Armed Bandit testing
• Effectiveness of using experimental design to make data-informed recommendations for
business growth
• Recommendation Systems
- Recommendations and Ranking
- Collaborative Filtering
- Personalized Recommendations
MODULE 6: Machine Learning Models for Data Analytics
• ML and its role in driving organisational productivity
• Apply ML algorithms to achieve optimal analytical accuracy
• Programme-building facets of neural networks and deep learning
• Combine analytics with experiments to produce effective business strategies

MODULE 7: Decision making

• Decision Making Under Uncertainty
- Bayesian Decision Making
- Simulations to make decisions under uncertainty
• Optimal Decision Making
- Linear Optimisation
- Sensitivity Analysis and Shadow Price

MODULE 8: Data Science to Drive Business Value

• Driving digital transformation within the organisation
• Change management: The role of data analytics, machine learning and its applications
• Aligning organisations and teams for data-driven approaches
• Making the business case for Data Science
• Data Storytelling with Visualisation using Tableau

MODULE 9: Addressing Key Challenges and Risks in Data Science Projects

• Key challenges to data science projects and their solutions
• Delta Framework and Delta Plus Model
• Project-level risks and examples of failed data science projects
• Predict the success of big data project using DATA technique

MODULE 10: Data Science and the Future

• Drivers, expected outcomes, and technology enablers for Industry 4.0
• Components for AI success
• Challenges in the implementation of AI in systems
• Evaluate an organisation’s digital transformation journey and sustain a competitive advantage

Capstone Project
The Capstone Project will give the participants an opportunity to apply the learnings from this course to
a key industry or a real-world situation.
 What This Programme Will
Do For You

Create
and implement business
strategies leveraging data science

Explain Make
the key challenges and data-driven decisions to
risks in data science solve business problems
projects using data insights

Analyse Evaluate
organisational needs an organisation’s
and drive business data strategy and
improvement through recommend ways to
data science future achieve a sustainable
trends competitive advantage

Demonstrate
how analytics can be combined with
experiments to make data-informed
recommendations for business growth
Programme Highlights
90+ 30 10+
Video Lectures Assignments Industry Examples

6 6 3
Discussion Case Live Sessions
Boards Studies with Faculty

*Live session schedule and speaker is subject to change and confirmation will be provided post programme start.

Industry Examples
Through real-world examples from multiple industries, you'll see how the theories are put into practice.

Facebook Tinder
Understand how proprietary Learn how Tinder uses the
data was collected by Facebook data-enabled network effect for
for targeted advertising. New Smart Photo algorithm.

Tesla Walmart
Learn about how Tesla uses Identify how Walmart uses historical
Recurrent Neural Networks data for data-driven predictive
(RNN) in autopilot cars. technology to predict shopping
pattern during natural calamities.

Google Pandora
Understand how AI runs Understand how Pandora uses
Google Adwords to decide data insights to improve their
advertisement ranking. service/product offerings.

Other companies that are included as examples or as use cases in the programme include Apple, Netflix,
Google Trends, Spotify, Microsoft etc.

Note: All brand, product and company names are trademarks™ or registered® trademarks of their respective holders.
Use of them does not imply any affiliation with, endorsement by, or association of any kind between them and programme owners.
Case Studies
The Weather Company: Advertising Experiments at
Creating Consumer Apps that RestaurantGrades
Leverage Big Data

Iuiga’s Challenge: Is Predicting Customer Churn

Omni-Channel Worth It? at QWE Inc

3M Moves to Customer Focus Digital Transformation of the

Using a Global Data Warehouse Certis Group

Live sessions on XLSTAT

The live sessions will cover- Installation guide and how to get some basic descriptive statistics?
Followed by some demonstration and practice assignments.

Visualization: Histogram Statistics: Correlation

Plots Analysis

Tools
Tableau Microsoft Excel
Tableau is a visualization tool Microsoft Excel is a popular
that helps analyse data and spreadsheet program that
understand customer includes data computation
preferences. features along with basic data
visualisation capabilities.

Note: All brand, product and company names are trademarks™ or registered® trademarks of their respective holders.
Use of them does not imply any affiliation with, endorsement by, or association of any kind between them and programme owners.
Faculty
SANDEEP R. CHANDUKALA,
PhD
Associate Professor of Marketing
MICHELLE CHEONG, PhD
Professor of Information
Systems (Education); Associate
Dean, SCIS Post-Graduate
Professional Education;
Director, Doctor of Engineering
Sandeep serves as Associate Professor of Marketing. Prior to joining
SMU, Sandeep worked at 3M and before that he worked as a Jr
Faculty Fellow at the Indiana University’s Kelley School of Business.
He has a PhD in Marketing (with a minor in Statistics) from The Ohio
State University, MS (MAS) and MBA from University of Texas at
Dallas, and MS (Computer Engineering) from University of Minnesota.
Associate Professor Chandukala’s research interests are related to
developing quantitative models of consumer behaviour using industrial
data. His research primarily focuses on retail analytics. Specifically,
understanding and measuring the impact of promotions, advertising
and new products and proposing new approaches for market
segmentation using Bayesian and Markov Chain Monte Carlo (MCMC)
methods. His research has appeared in Marketing Science, Journal of
Marketing, Journal of Retailing, Marketing Letters and Customer
Needs and Solutions. Associate Professor Chandukala was awarded
Lee Kong Chian Research Fellowship in 2016-17 and was also in the
Dean’s Teaching Honour List for Postgraduate Teaching in 2018.
Professor Cheong has served a variety of academic appointments at
SMU since 2005, including as a Lecturer, Assistant Professor and
Associate Professor of Information Systems. In addition to her current
role as Professor of Information Systems, Professor Cheong also holds
administrative positions at SMU, serving as an Associate Dean of SIS
Post-Graduate Professional Education and as Director of Doctor of
Engineering.
Professor Cheong’s research interests include data and decision
analytics, spreadsheets modeling and pedagogy, and learning analytics
and text mining. In 2018, she was awarded the SMU Teaching
Excellence Award - Postgraduate Professional Programmes by the
SMU Centre of Teaching Excellence.
Professor Cheong’s work has been featured in a number of journal
articles, books and book chapters, conference proceedings and
papers, and magazine articles. Her latest work on the impact of peer
helper training at SMU was published by the International Journal of
Evidence Based Coaching and Mentoring.
Certificate
Upon successful completion of the Programme, participants will be awarded a verified digital certificate
by Singapore Management University.

All certificate images are for illustrative purposes only and may be subject to change at the discretion of Singapore Management University.
Past Participants
Top Countries Represented

Malaysia - 2%

UAE - 1% Philippines - 1%

India - 1%

Others - 8% Ghana - 2% Singapore - 85%

Industries Work Experience

Past participants represent 20+ unique industry About 50% of the participants have less than 15
domains. years of work experience.

9%
Banking
25% <5 Years
IT Services
30% 31% 17% 5-9 Years
Healthcare
10-14 Years
Education
15-19 Years
15% FMCG
8% >20 Years
Others 19% 24%
10% 12%

Others include IT Products, Transport - Logistic,

Electronics / Hardware etc.
Learning Journey
Orientation Week
The first week is orientation week. During this week you will be introduced
to the other participants in the class from across the world and you will
learn how to use the learning management system, discussion boards,
and other learning tools provided.

Weekly Goals
On other weeks, you have learning goals set for the
week. The goals would include completing the
assignments, which have weekly deadlines.

Support and Guidance from Programme Leader

The Programme Leader is a subject matter expert who guides learners
through their learning journey. They conduct Ofce Hours to clarify
learner queries related to the learning content and grade a few
designated assignments.

Follow-Up
Emeritus Programme Support Team follows
up over email and phone calls with learners
who are unable to submit their assignments
on time.
Singapore Management University
Right in the Heart of Asia’s Hub, Singapore
In the dynamic, cosmopolitan hub that is
Singapore, you will find a vibrant city-state
that pulses with the diversity of both East
and West, and renowned for her business
excellence and connectivity. At the heart
of downtown Singapore is a premier
university internationally recognised for its
world-class research and distinguished
teaching – the Singapore Management
University (SMU).
17th
SMU is ranked 17th amongst specialist
universities in the world.
Source: QS, World University Ranking, 2022
Home to 12,000 students, SMU offers a wide range of
bachelors, masters and PhD degree programmes by
six schools – Accountancy, Business, Computing,
Economics, Law and Social Sciences, and in
interdisciplinary combinations of these areas.
SMU also offers a comprehensive suite of executive
development and continuing education programmes.
SMU has an emphasis on generating rigorous,
high-impact and multi-disciplinary research that
addresses Asian issues of global relevance.
Through its city campus, SMU focuses on making
meaningful impact on Singapore and beyond through
fostering strategic partnerships with business,
government and the wider community.
36th
SMU is ranked 36th Globally for Business
& Management Studies.
Source: QS, World University Rankings by Subject, 2023
Programme Details
Programme Fee: Programme Starts:
USD 1,800 + GST 26 June 2023
*Singapore residents who wish to enrol for
this programme will be charged GST.

Duration:
3 Months, Online | 4-6 hours a week
Emeritus Insights
This programme features 3 months of free Premium Access to Emeritus Insights—a mobile app with
5,000+ bite-sized, business-focused videos to help you meet your daily learning goals on the go.
About SMU Executive Development

SMU Executive Development supports executives

throughout their careers; from individual contributors
gaining self-understanding, empowerment and
foundational skills, through to seasoned CEOs and
c-suite leading multinational organisations with purpose
and mission. We support global executives managing
the complexities in Asia and Asian executives navigating
in local and international firms and contexts. Our
pedagogy of "Knowledge - Application - Empowerment"
transforms personal development, whilst the pool of 350
faculty, from across the six schools of SMU, provides
both depth and breadth of insight to match the needs
and context of each participant and corporate client.
https://exd.smu.edu.sg/

About Emeritus
Singapore Management University is collaborating with online education provider Emeritus to offer a
portfolio of high-impact online programmes. By working with Emeritus, we are able to broaden access
beyond our on-campus offerings in a collaborative and engaging format that stays true to the quality of
SMU.

Emeritus’ approach to learning is based on a cohort-based design to maximise peer-to-peer sharing and
includes live teaching with world-class faculty and hands-on project-based learning. In the last year,
more than 250,000 students from over 160 countries have benefitted professionally from Emeritus’
courses.
 Executive
Development

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