[{"data":1,"prerenderedAt":369},["Reactive",2],{"allCountdowns":3,"menus":39,"allSettings":175,"page-/events/webinars/msc-business-analytics-transcript":284},[4,24],{"show_countdown":5,"set_only_on_apply_button":6,"start_date":7,"cut_off_date":8,"caption":9,"link":10,"type":14,"target":15,"days":23},true,false,"2026-03-25","2030-12-31","Funding available for eligible students. Scholarships are limited.",{"title":11,"url":12,"target":13},"APPLY NOW","https://online.aston.ac.uk/apply","_blank","banner",[16,17,18,19,20,21,22],"/home","/programmes","/frequently-asked-questions","/blog","/student-support","/fees-and-funding","/how-to-apply",1671,{"show_countdown":5,"set_only_on_apply_button":6,"start_date":7,"cut_off_date":8,"caption":9,"link":25,"type":14,"target":26,"days":23},{"title":11,"url":12,"target":13},[27,28,29,30,31,32,33,34,35,36,37,38],"/online-courses/business/bachelor-of-business-management-bsc","/online-courses/business/master-in-business-analytics-msc","/online-courses/business/masters-in-business-administration-mba","/online-courses/computer-science/bachelor-of-science-in-computer-science-bsc","/online-courses/law/bachelor-of-laws-llb-honours","/online-courses/computer-science/master-of-science-in-computer-science-msc","/online-courses/computer-science/bachelor-of-science-in-cybersecurity-bsc","/online-courses/computer-science/master-of-science-in-cybersecurity-msc","/online-courses/business/executive-doctor-of-business-administration-dba","/online-courses/health-and-life-sciences/master-of-public-health-mph","/online-courses/health-and-life-sciences/master-of-science-in-psychology-conversion-msc","/online-courses/health-and-life-sciences/bachelor-of-science-in-psychology-bsc",{"menu":40,"topmenu":149,"footer":161},[41,108,134,139,144],{"ID":42,"menu_item_parent":43,"title":44,"url":45,"child_items":46},1735,"0","Programmes","https://online.aston.ac.uk/",[47,53,58,63,68,73,78,83,88,93,98,103],{"ID":48,"menu_item_parent":49,"url":50,"title":51,"slug":52},2294,"1735","/online-courses/business/executive-doctor-of-business-administration-dba/","Executive Doctor of Business Administration (DBA)","executive-doctor-of-business-administration-dba",{"ID":54,"menu_item_parent":49,"url":55,"title":56,"slug":57},728,"/online-courses/business/masters-in-business-administration-mba/","Master of Business Administration (MBA)","masters-in-business-administration-mba",{"ID":59,"menu_item_parent":49,"url":60,"title":61,"slug":62},725,"/online-courses/business/bachelor-of-business-management-bsc/","Bachelor of Science in Business and Management (BSc)","bachelor-of-business-management-bsc",{"ID":64,"menu_item_parent":49,"url":65,"title":66,"slug":67},726,"/online-courses/business/master-in-business-analytics-msc/","Master of Science in Business Analytics (MSc)","master-in-business-analytics-msc",{"ID":69,"menu_item_parent":49,"url":70,"title":71,"slug":72},727,"/online-courses/law/bachelor-of-laws-llb-honours/","Bachelor of Law LLB (Hons)","bachelor-of-laws-llb-honours",{"ID":74,"menu_item_parent":49,"url":75,"title":76,"slug":77},1182,"/online-courses/computer-science/bachelor-of-science-in-computer-science-bsc/","Bachelor of Science in Computer Science (BSc)","bachelor-of-science-in-computer-science-bsc",{"ID":79,"menu_item_parent":49,"url":80,"title":81,"slug":82},2290,"/online-courses/computer-science/master-of-science-in-computer-science-msc/","Master of Science in Computer Science (MSc)","master-of-science-in-computer-science-msc",{"ID":84,"menu_item_parent":49,"url":85,"title":86,"slug":87},2292,"/online-courses/computer-science/bachelor-of-science-in-cybersecurity-bsc/","Bachelor of Science in Cybersecurity (BSc)","bachelor-of-science-in-cybersecurity-bsc",{"ID":89,"menu_item_parent":49,"url":90,"title":91,"slug":92},2293,"/online-courses/computer-science/master-of-science-in-cybersecurity-msc/","Master of Science in Cybersecurity (MSc)","master-of-science-in-cybersecurity-msc",{"ID":94,"menu_item_parent":49,"url":95,"title":96,"slug":97},4350,"/online-courses/health-and-life-sciences/master-of-public-health-mph/","Master of Public Health (MPH)","master-of-public-health-mph",{"ID":99,"menu_item_parent":49,"url":100,"title":101,"slug":102},4351,"/online-courses/health-and-life-sciences/master-of-science-in-psychology-conversion-msc/","Master of Science in Psychology (Conversion)(MSc)","master-of-science-in-psychology-conversion-msc",{"ID":104,"menu_item_parent":49,"url":105,"title":106,"slug":107},4352,"/online-courses/health-and-life-sciences/bachelor-of-science-in-psychology-bsc/","Bachelor of Science in Psychology (BSc)","bachelor-of-science-in-psychology-bsc",{"ID":109,"menu_item_parent":43,"title":110,"url":111,"child_items":112},4424,"Resources","https://online.aston.ac.uk/student-support",[113,119,124,129],{"ID":114,"menu_item_parent":115,"url":116,"title":117,"slug":118},1496,"4424","/student-support/","Student support","student-support",{"ID":120,"menu_item_parent":115,"url":121,"title":122,"slug":123},3385,"/how-to-apply/","How to apply","how-to-apply",{"ID":125,"menu_item_parent":115,"url":126,"title":127,"slug":128},3768,"/fees-and-funding/","Fees and funding","fees-and-funding",{"ID":130,"menu_item_parent":115,"url":131,"title":132,"slug":133},6154,"/testimonials/","Testimonials","testimonials",{"ID":135,"menu_item_parent":43,"url":136,"title":137,"slug":138},4418,"/events/webinars/","Webinars","webinars",{"ID":140,"menu_item_parent":43,"url":141,"title":142,"slug":143},1907,"/frequently-asked-questions/","FAQs","frequently-asked-questions",{"ID":145,"menu_item_parent":43,"url":146,"title":147,"slug":148},1375,"/blog/","Blog","blog",[150,153,157],{"ID":151,"menu_item_parent":43,"title":152,"url":45},61,"Online",{"ID":154,"menu_item_parent":43,"title":155,"url":156},31,"Birmingham","https://www.aston.ac.uk/",{"ID":158,"menu_item_parent":43,"title":159,"url":160},3108,"London","https://www.aston.ac.uk/london/",[162,166,170],{"ID":163,"menu_item_parent":43,"title":164,"url":165},81,"Privacy Notice","https://www.aston.ac.uk/about/statutes-ordinances-regulations/publication-scheme/data-protection/privacy-notices",{"ID":167,"menu_item_parent":43,"title":168,"url":169},82,"Data Consent Settings","/cookie-centre",{"ID":171,"menu_item_parent":43,"url":172,"title":173,"slug":174},1091,"/contact-us/","Contact Us","contact-us",{"apply_banner":176,"body_scripts":177,"child_theme":178,"course":179,"datalayer":6,"error_status":217,"footer":220,"google":243,"header":244,"header_scripts":252,"headless_mode":187,"recaptcha":253,"salesforce":255,"settings":258,"sticky_bar":260,"forms":262},{"heading":177,"content":177},"","aol",{"course_page_header":180,"subtitle":177,"compare_functionality":216},{"ID":181,"id":181,"title":182,"filename":183,"filesize":184,"url":185,"link":186,"alt":177,"author":187,"description":177,"caption":177,"name":182,"status":188,"uploaded_to":189,"date":190,"modified":190,"menu_order":191,"mime_type":192,"type":193,"subtype":194,"icon":195,"width":196,"height":197,"sizes":198},121,"course_page_bg_1440-min","course_page_bg_1440-min-scaled.webp",103414,"https://admin.online.aston.ac.uk/app/uploads/2024/04/course_page_bg_1440-min-scaled.webp","https://admin.online.aston.ac.uk/?attachment_id=121","1","inherit",96,"2024-04-15 03:28:31",0,"image/webp","image","webp","https://admin.online.aston.ac.uk/wp/wp-includes/images/media/default.png",2560,1020,{"thumbnail":199,"thumbnail-width":200,"thumbnail-height":200,"medium":201,"medium-width":202,"medium-height":203,"medium_large":204,"medium_large-width":205,"medium_large-height":206,"large":207,"large-width":208,"large-height":209,"1536x1536":210,"1536x1536-width":211,"1536x1536-height":212,"2048x2048":213,"2048x2048-width":214,"2048x2048-height":215},"https://admin.online.aston.ac.uk/app/uploads/2024/04/course_page_bg_1440-min-150x150.webp",150,"https://admin.online.aston.ac.uk/app/uploads/2024/04/course_page_bg_1440-min-300x120.webp",300,120,"https://admin.online.aston.ac.uk/app/uploads/2024/04/course_page_bg_1440-min-768x306.webp",768,306,"https://admin.online.aston.ac.uk/app/uploads/2024/04/course_page_bg_1440-min-1024x408.webp",1024,408,"https://admin.online.aston.ac.uk/app/uploads/2024/04/course_page_bg_1440-min-1536x612.webp",1536,612,"https://admin.online.aston.ac.uk/app/uploads/2024/04/course_page_bg_1440-min-2048x816.webp",2048,816,"off",{"heading":218,"content":219,"link":177},"Error Code : 404","\u003Cp class=\"text-base-m md:text-lg font-medium\">We can’t seem to find the page you’re looking for.\u003C/p>\n",{"toggles":221,"logos":222,"legend":223,"content":6,"footer_contact_info":224,"socials":235,"footer_image":6,"credits":241,"ctas":6},{"logos":187,"legend":187,"content":43,"socials":187,"footer_image":43,"menu":187,"credits":187,"ctas":43},{"first":6,"second":6},"\u003Cp>Experience flexibility and dedicated support as you join a vibrant community of global students. Our comprehensive online degrees and innovative virtual learning platform are designed to help you succeed on your terms, providing you with access to essential resources, expert tutors, and interactive live events – all at your fingertips, anytime, wherever you are in the world.\u003C/p>\n\u003Cp>The teaching of your programme will be delivered by Aston Online, a partnership between Aston University and OES, Aston University’s college for online learning.\u003C/p>\n",[225,230],{"heading":226,"link":227},"Contact us",{"title":228,"url":229,"target":177},"+44 (0) 121 824 6374","tel:+4401218246374",{"heading":231,"link":232},"Email us",{"title":233,"url":234,"target":177},"enquiries@astononline.ac.uk","mailto:enquiries@astononline.ac.uk ",{"facebook":236,"twitter":237,"instagram":238,"linkedin":239,"youtube":240},"https://www.facebook.com/astonuniversity/","https://twitter.com/AstonUniversity","https://www.instagram.com/AstonUniversity/","https://www.linkedin.com/school/aston-university/","https://www.youtube.com/@AstonUniversity/videos",[242],{"text":177},{"api_key":177,"map_style":177},{"toggles":245,"top_label":177,"logo":6,"logo_home":6,"apply_button":246,"content":6,"top_nav_heading":250,"top_nav_link":251},{"logo":187,"top_label":43,"top_menu":187,"main_menu":187,"search":43,"apply_button":187,"header_home":43,"content":43},{"link":247,"course_page":187},{"title":248,"url":249,"target":177},"Apply now","/apply","Study Locations",{"title":228,"url":229,"target":177},"\u003Cscript src=\"https://cdn.optimizely.com/js/30279420615.js\">\u003C/script>\r\n\u003Cscript src=\"https://ta.gaconnector.com/gaconnector.js\" type=\"text/javascript\">\u003C/script>\r\n\u003Cscript type=\"text/javascript\">gaconnector2.track(\"b22fdabaaf50078dea5e735c79515e9c\");\u003C/script>\r\n\u003Cscript>\r\n  window.markerConfig = {\r\n    project: '660b63c4c8e57e56579e1056',\r\n    source: 'snippet'\r\n  };\r\n!function(e,r,a){if(!e.__Marker){e.__Marker={};var t=[],n={__cs:t};[\"show\",\"hide\",\"isVisible\",\"capture\",\"cancelCapture\",\"unload\",\"reload\",\"isExtensionInstalled\",\"setReporter\",\"setCustomData\",\"on\",\"off\"].forEach(function(e){n[e]=function(){var r=Array.prototype.slice.call(arguments);r.unshift(e),t.push(r)}}),e.Marker=n;var s=r.createElement(\"script\");s.async=1,s.src=\"https://edge.marker.io/latest/shim.js\";var i=r.getElementsByTagName(\"script\")[0];i.parentNode.insertBefore(s,i)}}(window,document);\r\n\u003C/script>\r\n\u003Cmeta name=\"viewport\" content=\"width=device-width, initial-scale=1, minimum-scale=1\">\r\n\u003Cscript src=\"https://ta.gaconnector.com/gaconnector.js\" type=\"text/javascript\">\u003C/script>\r\n\u003Cscript type=\"text/javascript\">gaconnector2.track(\"b22fdabaaf50078dea5e735c79515e9c\");\u003C/script>",{"site_key":254,"secret_key":254},"6LfigKMpAAAAAFzwEM6enAS4s6TgJf2ZQO2nd-CA",{"form_url":256,"oid":257},"https://webto.salesforce.com/servlet/servlet.WebToLead?encoding=UTF-8&orgId=00DN2000002iggj","00DN2000002iggj",{"endpoint_url":256,"oid":257,"debug_mode":6,"debug_email":177,"file_upload_mime_type":259},"image/png,image/jpeg,image/jpg,application/pdf,application/msword,application/vnd.openxmlformats-officedocument.wordprocessingml.document",{"sticky_bar":261,"countdown_button":261,"message":177,"countdown":177},"on",{"brochure_form":263},{"bk_image":264,"bk_image_alt":265,"bk_mobile_image":266,"bk_mobile_image_alt":265,"heading":267,"content":268,"list_items":269},"https://admin.online.aston.ac.uk/app/uploads/brochure-dl-portrait-scaled-1-e1757340231387.webp","Study at Aston Online - woman pointing to download brochure on the right","https://admin.online.aston.ac.uk/app/uploads/brochure-dl-landscape.webp","Download brochure","\u003Cp>Don’t hesitate to reach out! Our friendly Admissions Team is ready to answer your questions and offer personalised guidance on eligibility and funding options.\u003C/p>\n",[270,273,276,279,282],{"icon_img":271,"icon_alt":177,"content":272},"https://admin.online.aston.ac.uk/app/uploads/feed.svg","Programme information",{"icon_img":274,"icon_alt":177,"content":275},"https://admin.online.aston.ac.uk/app/uploads/work_1.svg","Career pathways",{"icon_img":277,"icon_alt":177,"content":278},"https://admin.online.aston.ac.uk/app/uploads/sync_1.svg","How online study works",{"icon_img":280,"icon_alt":177,"content":281},"https://admin.online.aston.ac.uk/app/uploads/money-icon.svg","Programme fees",{"icon_img":283,"icon_alt":177,"content":122},"https://admin.online.aston.ac.uk/app/uploads/fact_check1.svg",{"ID":285,"title":286,"slug":287,"status":288,"seo":289,"acf":6,"blocks":293},6302,"Step Inside Aston’s Online MSc Business Analytics","msc-business-analytics-transcript","publish",{"title":290,"description":177,"ogUrl":291,"ogTitle":291,"ogDescription":291,"ogImage":291,"ogType":291,"ogLocale":291,"twitterCard":292,"twitterTitle":177,"twitterDescription":177,"twitterImage":177},"Explore Aston Online's Master of Public Health - Aston University Online",null,"summary_large_image",{"0":294,"2":304,"4":308,"6":324,"8":326,"10":340},{"anchor_anchor":177,"anchor":177,"block":295,"hide_quote_mark":296,"heading_type":297,"content_position":298,"heading":299,"original_image_crop":296,"original_image_crop_src":177,"original_image_crop_alt":177,"image":177,"image_src":177,"image_alt":177,"mobile_image":177,"mobile_image_src":177,"mobile_image_alt":177,"video_url":300,"testimonial":301,"name":177,"course":302,"partner_name":177,"has_logos":177,"link":177,"partner_logo":303},"testimonial-v2","yes","h2","left","Step Inside Aston's Online MSc Business Analytics","https://www.youtube.com/embed/wTgwDzlAA1o?si=QcrUFHFyaaCGhyI8","\u003Cp>Join us for an engaging session featuring a real-world case study, “The Latte Launch Backlash,” led by Programme Director, Dr Shubhadeep Mukherjee, showcasing how practical problem-solving is used to tackle real business challenges.\u003C/p>\r\n\u003Cp>\u003Cstrong>During this interactive session, you’ll take part in:\u003C/strong>\u003C/p>\r\n\u003Cp>1. A live taster lecture based on “The Latte Launch Backlash”\u003Cbr />\r\n2. An overview of the programme structure and learning outcomes\u003Cbr />\r\n3. Entry requirements and guidance on how to apply\u003Cbr />\r\n4. Career opportunities and where this degree can take you\u003Cbr />\r\n5. A live Q&A with our speakers\u003C/p>\r\n\u003Cp>Speakers:\u003C/p>\r\n\u003Cp>Dr Shubhadeep Mukherjee – Programme Director, MSc Business Analytics\u003Cbr />\r\nPeter Ludgate – Senior Student Recruitment Advisor\u003C/p>\r\n\u003Cp>This webinar is your chance to explore Aston’s online MSc Business Analytics and get your questions answered by our experts.\u003C/p>","Curious how data shapes customer behaviour and business decisions?",[],{"anchor_anchor":177,"anchor":177,"block":305,"layout":298,"heading":306,"content":307,"add_index":43},"complex-copy","Webinar transcript","\u003Cp>\u003Cstrong>Date: 13th January 2026 \u003C/strong>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"none\">Speakers: Dr. Shubhadeep Mukherjee (MSc Business Analytics Programme Director) & Peter Ludgate (Senior Student Recruitment Advisor)\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":0,"335559739":0,"335559740":279}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cb>\u003Cspan data-contrast=\"none\">Introduction\u003C/span>\u003C/b>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":0,"335559739":0}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan class=\"TextRun SCXW225830214 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"auto\">\u003Cspan class=\"NormalTextRun SCXW225830214 BCX0\">Peter Ludgate:\u003C/span>\u003C/span>\u003Cspan class=\"TextRun SCXW225830214 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"auto\">\u003Cspan class=\"NormalTextRun SCXW225830214 BCX0\"> Hello there. Good afternoon, good morning, or good evening, depending on where you are joining from, and thank you for joining us for today’s introduction to Aston \u003C/span>\u003Cspan class=\"NormalTextRun SpellingErrorV2Themed SCXW225830214 BCX0\">Online’s\u003C/span>\u003Cspan class=\"NormalTextRun SCXW225830214 BCX0\"> MSc in Business Analytics programme. My name is Pete, and I am the Senior Recruitment Advisor here at Aston Online.\u003C/span>\u003C/span>\u003Cspan class=\"EOP Selected SCXW225830214 BCX0\" data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">Joining us today is Dr Shubhadeep Mukherjee, the Programme Director. How are you doing, Shub?\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cb>\u003Cspan data-contrast=\"auto\">Dr Shubhadeep Mukherjee:\u003C/span>\u003C/b>\u003Cspan data-contrast=\"auto\"> Not too bad, thank you. Thank you for introducing me. Hello, everyone, and hopefully we will have a really good session with some exchange of ideas and discussion.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cb>\u003Cspan data-contrast=\"auto\">Peter Ludgate: \u003C/span>\u003C/b>\u003Cspan data-contrast=\"auto\">Wonderful.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cb>\u003Cspan data-contrast=\"auto\">About Aston Online and the MSc Business Analytics\u003C/span>\u003C/b>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cb>\u003Cspan data-contrast=\"auto\">Peter Ludgate: \u003C/span>\u003C/b>\u003Cspan data-contrast=\"auto\">Before we move into the programme itself, I want to say a little about Aston Online more broadly.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">We are a Triple Gold-rated university according to the Teaching Excellence Framework. We are ranked in the Top 5% of global universities according to the QS World University Rankings. We were also voted University of the Year for Student Success last year according to the Daily Mail.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">Now, specifically on the MSc in Business Analytics, the programme is accredited by the Institute of Analytics. It is delivered by our triple-accredited business school. We are also ranked second in the UK and in the Top 10 in Europe for Business Analytics according to Eduniversal 2025.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":240,"335559739":240,"335559740":279}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">So, yes, we are highly regarded, as I have already spent some time saying, and those are the bragging rights for the university.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">In terms of the practical details, the total fee for the programme is £12,500 for the entire programme. That can be paid in monthly instalments if you wish. The total duration of the programme is two years, and it is studied part-time.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">With that comes the study recommendation. We do not absolutely mandate it, but we recommend that you commit between 15 and 25 hours of study each week. That may fluctuate depending on the task at hand. If you are completely new to business analytics, or analytics more generally, you may want to allow yourself a little more time at the start.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">During the programme, you will be learning analytical tool proficiencies, data visualisation and descriptive statistics, predictive analytics, prescriptive analytics and modelling, and importantly, project management.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cb>\u003Cspan data-contrast=\"auto\">Entry requirements\u003C/span>\u003C/b>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":240,"335559739":240,"335559740":279}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cb>\u003Cspan data-contrast=\"auto\">Peter Ludgate: \u003C/span>\u003C/b>\u003Cspan data-contrast=\"auto\">If this is sounding good to you so far, you are probably wondering how you can join.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">We look for applicants to hold a 2:2 bachelor’s degree, a lower second-class honours degree, in a quantitative, technical, or scientific field, such as computer science, finance, or something similar.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">International students must hold an equivalent qualification and must also meet our English language requirements. That usually means holding something like an IELTS or TOEFL qualification.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">If you do not currently hold one of those, or if the qualification is older than two years, you can still speak to us. We may be able to offer an alternative English language assessment so that we can still assess your capability.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">If you do not meet the standard academic requirements, we can also take a more holistic approach to the application. For example, if you do not hold a bachelor’s degree but have spent a number of years working in business and specifically in analytics, we would still very much like to hear from you.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">So, if you are unsure, that is actually a very good reason to move forward and have a conversation with us. I would recommend booking a call with me or a member of my team, and we will be happy to assist.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cb>\u003Cspan data-contrast=\"auto\">Programme structure\u003C/span>\u003C/b>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":240,"335559739":240,"335559740":279}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cb>\u003Cspan data-contrast=\"auto\">Peter Ludgate:\u003C/span>\u003C/b>\u003Cspan data-contrast=\"auto\"> Now let us look at the structure of the programme before I hand over to Shub.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">There are six modules in total, worth 180 credits altogether, and the programme runs over two years in two stages. Stage one is taught, and stage two is dissertation.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">There are four modules in stage one and two dissertation modules in the second stage.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">Each module is worth thirty credits, and each module lasts 16 weeks.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":240,"335559739":240,"335559740":279}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">That is broken down further into 12 weeks, in which you complete your learning and assessments, followed by at least a four-week break between modules. That break is when tutors assess your work, so we are not monsters, and we do want you to have a well-deserved rest.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":240,"335559739":240,"335559740":279}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">So, you will have study periods across the year with breaks around Christmas, Easter, and summer, and that pattern repeats across the two years.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">Once you complete the taught modules, you then move into the dissertation stage. This is where you begin to put together something like a research proposal. That final project can take a few different forms. It could be a consultancy project, a business plan, or an industry- or theme-based research project.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">Then, at the very end, you complete your final project, receive your award, and are invited onto campus for graduation, with cap and gown, friends and family in the audience, and perhaps a few tears as well. Maybe I am projecting a little there.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">Programme outcomes include designing solutions and evaluating projects, assembling descriptive statistical methods, designing analyses of performance, and designing and evaluating predictive modelling solutions for business problems.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">So really, without wanting to oversimplify it, it is a very comprehensive programme covering everything central to business analytics, and it will put you in a very strong position for both future roles and current opportunities you may already be considering.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cb>\u003Cspan data-contrast=\"auto\">Case study\u003C/span>\u003C/b>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":240,"335559739":240,"335559740":279}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cb>\u003Cspan data-contrast=\"auto\">Peter Ludgate:\u003C/span>\u003C/b>\u003Cspan data-contrast=\"auto\"> That is it from me for now. I will join back in later.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">Shub is now going to take over and talk us through the Latte Launch Backlash case study. Please feel free, Shub, to tell me when to move to the next slide, and I will do that for you.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cb>\u003Cspan data-contrast=\"auto\">Shubhadeep Mukherjee:\u003C/span>\u003C/b>\u003Cspan data-contrast=\"auto\"> Absolutely. Thank you, Peter. That was a brilliant introduction to all the things we offer in Business Analytics at Aston.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">I have been the Programme Director for the programme for the past couple of years, and today we want to talk about one of the more practical business problems and how we might look at it from a business analytics angle.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">As Peter explained, if you look at the programme outcomes, the taught journey begins with what we call descriptive analytics, which is about looking at the data and describing it. Then we move into predictive analytics, where we use existing data to make forecasts or predictions. After that we move to prescriptive analytics, where we consider specific scenarios and optimise outcomes.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">Across all of these, there is also the analytical and technical tools element, which supports the whole process.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">So, if you think about stage one of the programme, it is a bit like learning to stand up, then walk, and then run.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">Today, what we are going to look at is more of a descriptive and predictive problem. We are not going to use actual tools in this session because this is more of a primer or introductory webinar, and the case study we are using is called The Latte Launch Backlash.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">What we are trying to do here is look at a specific business problem and then see how data analytics can be used to solve it.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cb>\u003Cspan data-contrast=\"auto\">The Latte Launch Backlash: The business problem\u003C/span>\u003C/b>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":240,"335559739":240,"335559740":279}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cb>\u003Cspan data-contrast=\"auto\">Shubhadeep Mukherjee:\u003C/span>\u003C/b>\u003Cspan data-contrast=\"auto\"> What is the problem?\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">This is a very common issue in modern business because of the rise of social media. A brand can be attacked very quickly online, and that can lead to revenue loss and reputational issues.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">This does not just apply to large companies. It can apply to individuals too. If you are a content creator, for example, or someone building a personal brand on YouTube, Instagram, or TikTok, then you will know that something you do may not resonate well with a segment of your audience, and suddenly your subscriptions or engagement start dropping.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">This is simply the environment in which we operate now. We are not here to judge whether that is good or bad. We are simply acknowledging that this is the reality of the business environment.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">So, in our case, we have a popular coffee brand called Bluebox. It is a popular chain with a growing app user base. They launch a new pumpkin spice latte. If you are in the UK, you will know that pumpkin spice drinks are a very seasonal thing in late autumn and early winter, and many coffee companies release them.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">So Bluebox launches their new drink with a large marketing campaign and in-app promotions. They do all the usual things through Instagram, Twitter, TikTok, and other channels.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">However, soon after launch, the hashtag PumpkinSpiceRage starts trending.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">Now, imagine you are the marketing manager. You have put together a large campaign, spent money on it, and feel very positive about the launch. Then suddenly you wake up and see this negative trend online. The immediate question becomes: Why are customers not happy?\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">Now, if anyone would like to write in the chat or say out loud what they think might have gone wrong here, feel free.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cb>\u003Cspan data-contrast=\"auto\">Discussion of possible causes\u003C/span>\u003C/b>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":240,"335559739":240,"335559740":279}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cb>\u003Cspan data-contrast=\"auto\">Shubhadeep Mukherjee:\u003C/span>\u003C/b>\u003Cspan data-contrast=\"auto\"> One suggestion is that social media engagement may have been mistaken for purchase intent. Yes, that could absolutely be one possibility. High engagement does not always translate into actual purchase behaviour.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">But here we seem to have something more active going on. Customers seem to be unhappy in a more direct sense, because something like PumpkinSpiceRage is trending.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">Would anyone else like to suggest a possible reason? There are not really any right or wrong answers here. On the internet, almost anything can go wrong.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">Another suggestion is that there could be a pricing issue, or that competitors’ seasonal launches may simply have been more appealing. Yes, that is also a very valid suggestion.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">So now the question becomes: Where do we start the investigation? How do we separate the signal from the noise?\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cb>\u003Cspan data-contrast=\"auto\">Framing the problem as business analytics\u003C/span>\u003C/b>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":240,"335559739":240,"335559740":279}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cb>\u003Cspan data-contrast=\"auto\">Shubhadeep Mukherjee:\u003C/span>\u003C/b>\u003Cspan data-contrast=\"auto\"> Suppose you are the marketing manager. You notice that your app ratings have gone down suddenly. Perhaps you were sitting at 4.5 and suddenly you are down to 3.9. There is also a great deal of negative activity happening across different social platforms.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">Where do you begin?\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">This is where business analytics comes in.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">And I want to make something very clear here. Business analytics is not just a group of people doing very high-end mathematics or proving statistical theorems.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">At its heart, business analytics is about taking a business problem and helping the right team make the right decision.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">Every organisation has different teams: finance, operations, marketing, sales, HR, and so on. Business analytics is a toolkit that can be applied across all of those teams to understand what is happening and help determine what should be done next.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">So, the goal is not simply to do complicated coding or very advanced modelling for the sake of it. You can certainly do those things, and we do teach the technical aspects, but that is not the central objective.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">The central objective is to identify a real business problem and use analytical skills to move toward a practical solution.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">In this case, the problem is straightforward: Why is customer sentiment dropping after a major campaign, and how do we address it? Can we use public feedback to understand the key issues?\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cb>\u003Cspan data-contrast=\"auto\">Unstructured data and why it matters\u003C/span>\u003C/b>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":240,"335559739":240,"335559740":279}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cb>\u003Cspan data-contrast=\"auto\">Shubhadeep Mukherjee:\u003C/span>\u003C/b>\u003Cspan data-contrast=\"auto\"> Now we come to one of the really important parts of the discussion.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">When people think about business analytics, they usually think about numbers. They imagine spreadsheets, calculations, means, medians, and so on.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">But in reality, most of the data around us is not structured numeric data.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">Estimates suggest that around 80 to 85% of data is unstructured, and only around 10 to 15% is structured. In this particular business problem, what are our data sources? Tweets, app store reviews, Reddit threads, and similar content. These are not numbers. They are text.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">That means the nature of the modern business analytics problem is very different. People are communicating through text, memes, video, audio, screenshots, and all kinds of unstructured information. But the challenge is that almost all meaningful mathematical or statistical analysis has to happen on numeric data.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">You cannot calculate an average directly on a paragraph of text. You have to first convert that text into some form of numeric structure.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">So, our first major analytical step is to convert non-numeric data into numeric data.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">Technically, we can say that we are converting unstructured data into structured data.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cb>\u003Cspan data-contrast=\"auto\">Pre-processing text data\u003C/span>\u003C/b>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":240,"335559739":240,"335559740":279}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cb>\u003Cspan data-contrast=\"auto\">Shubhadeep Mukherjee:\u003C/span>\u003C/b>\u003Cspan data-contrast=\"auto\"> So, what does that mean in practice?\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">We start with our text sources: tweets, app reviews, Reddit comments, and so on. Then we apply pre-processing. This might include removing things like emojis, URLs, or HTML tags. We then tokenise the text, which means splitting sentences into individual words. We remove stop words, which are common filler words such as “the” or “and” that do not contribute much meaning. We also lemmatise words, which means reducing them to their root form.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">For example, if a post says, “Bluebox ruined fall with the new pumpkin spice, app crashed again,” then after pre-processing we might simplify that to something like “Bluebox ruined fall new pumpkin spice app crash.”\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">So, we remove unnecessary noise and keep the essential content. If you do not fully understand all of that on first hearing, that is absolutely fine. The key point is that before we can analyse the data, we have to transform it into a form that can be analysed.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cb>\u003Cspan data-contrast=\"auto\">Sample tweets and what they tell us\u003C/span>\u003C/b>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":240,"335559739":240,"335559740":279}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cb>\u003Cspan data-contrast=\"auto\">Shubhadeep Mukherjee: \u003C/span>\u003C/b>\u003Cspan data-contrast=\"auto\">Now let us look at some sample tweets and app store reviews.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">Suppose one post says, “Love the new pumpkin spice latte.” That is clearly positive.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">Another says, “App keeps crashing every time I order.” That sounds more like a technical issue.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">Another says, “Pumpkin spice is too expensive.” That reflects pricing dissatisfaction.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">Based on those examples, even in a small sample, we can already begin to see themes emerging. Some people like the flavour. Others are frustrated by the app. Others feel the price is too high. So the challenge is to take all of these comments and convert them into something we can count and analyse.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cb>\u003Cspan data-contrast=\"auto\">Converting text into numeric form\u003C/span>\u003C/b>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":240,"335559739":240,"335559740":279}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cb>\u003Cspan data-contrast=\"auto\">Shubhadeep Mukherjee: \u003C/span>\u003C/b>\u003Cspan data-contrast=\"auto\">One very simple way to do this is to build what is effectively a presence-or-absence table.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">Imagine we label our tweets T1, T2, and T3. Then for each important word, such as “love,” “pumpkin,” “spice,” “app,” “crash,” or “expensive,” we note whether that word appears in each tweet.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">If the word appears, we put a 1. If it does not, we put a 0. So, if tweet one contains “love,” “pumpkin,” and “latte,” those become ones, while words not present become zeros.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">What this gives us is a very simple but very effective way of transforming text into numbers.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">And once we have numbers, all the tools become available to us. We can count word frequencies, compare trends, group positive and negative terms, and start building proper analytical summaries. We can also assign a sentiment category to each post. If a tweet is positive, perhaps it gets a 1. If negative, perhaps a minus 1. If neutral, then zero.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">Now suddenly we can count how many positive, negative, and neutral posts we have in total.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cb>\u003Cspan data-contrast=\"auto\">From numbers to narrative\u003C/span>\u003C/b>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cb>\u003Cspan data-contrast=\"auto\">Shubhadeep Mukherjee:\u003C/span>\u003C/b>\u003Cspan data-contrast=\"auto\"> Once we do that, we can start producing meaningful outputs.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">For example, we might generate a word cloud, where larger words indicate words appearing more frequently. We may find that “pumpkin” and “spice” are, unsurprisingly, among the biggest words, but we may also see words such as “crash” and “expensive” appearing prominently.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">We can also generate a sentiment breakdown and discover that perhaps 30% of posts are positive, 10% are neutral, and 60%are negative.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":240,"335559739":240,"335559740":279}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">At this point, we are no longer lost in the chaos of raw customer comments. We have transformed all of that into a narrative supported by data.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">We can now ask more focused questions. What are the top negative words? What are the top positive words? What does the sentiment distribution tell us?\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cb>\u003Cspan data-contrast=\"auto\">Business insight\u003C/span>\u003C/b>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":240,"335559739":240,"335559740":279}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cb>\u003Cspan data-contrast=\"auto\">Shubhadeep Mukherjee:\u003C/span>\u003C/b>\u003Cspan data-contrast=\"auto\"> And this is where business analytics becomes really useful.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">What does our analysis suggest?\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">It suggests that customers generally still like the flavour. So, from a product point of view, the drink itself may not be the issue.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">But the negative words suggest at least two strong concerns. One is app crashing, which points to a service or technical issue. The other is pricing, which points to a pricing or value perception issue.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">So, from a very basic but useful piece of analysis, we have already moved from chaos to clarity.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">The likely issues are not with the core product. The likely issues are with the app’s technical performance and with customer perceptions of the price.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cb>\u003Cspan data-contrast=\"auto\">From insight to decision-making\u003C/span>\u003C/b>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":240,"335559739":240,"335559740":279}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cb>\u003Cspan data-contrast=\"auto\">Shubhadeep Mukherjee:\u003C/span>\u003C/b>\u003Cspan data-contrast=\"auto\"> Now we move from output to business action.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">This is a very important step. The purpose is not simply to say, “Our model is 90% accurate,” and stop there. That is not the value of business analytics.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">The value lies in helping a business make decisions.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">So now we might tell the marketing and operations teams the following.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">There appears to be a pricing gap, meaning there is a mismatch between what customers expect to pay and what they are actually being charged. That mismatch is creating dissatisfaction.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">There also appears to be a service quality mismatch. Customers expect the app to work smoothly, but instead it is crashing, which creates frustration.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">That is already very useful. Without analytics, a company might only have instinct or anecdotal guesses. But with analytics, they have a much stronger basis for action.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cb>\u003Cspan data-contrast=\"auto\">Possible actions\u003C/span>\u003C/b>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":240,"335559739":240,"335559740":279}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cb>\u003Cspan data-contrast=\"auto\">Shubhadeep Mukherjee:\u003C/span>\u003C/b>\u003Cspan data-contrast=\"auto\"> So, what might the business do next?\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">It could respond directly to dissatisfied customers on review platforms and social media. It could fix the app immediately or roll back to the previous version if a recent update caused the issue. It could publicly acknowledge the frustration while still reinforcing the fact that many customers do like the flavour.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">It might also provide a discount code or some app-based incentive to regain goodwill and encourage people to come back.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">So, the idea is that the analyst produces the insight, that insight goes to the business team, and then the business team takes action.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">That is exactly the chain of value we want you to understand.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cb>\u003Cspan data-contrast=\"auto\">Monitoring the recovery\u003C/span>\u003C/b>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":240,"335559739":240,"335559740":279}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cb>\u003Cspan data-contrast=\"auto\">Shubhadeep Mukherjee:\u003C/span>\u003C/b>\u003Cspan data-contrast=\"auto\"> After that, of course, we would want to continue monitoring the situation.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">We might establish KPIs and dashboards to track sentiment, engagement, app stability, and related indicators over time.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">Suppose the app is fixed and the messaging is improved. We might then observe that positive sentiment starts to rise, neutral sentiment remains stable, and negative sentiment begins to fall. That would indicate that our mitigation strategy is working.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">So not only are we able to diagnose a crisis, but we are also able to monitor whether our response is actually improving the situation.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cb>\u003Cspan data-contrast=\"auto\">Why this matters for the MSc\u003C/span>\u003C/b>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":240,"335559739":240,"335559740":279}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cb>\u003Cspan data-contrast=\"auto\">Shubhadeep Mukherjee:\u003C/span>\u003C/b>\u003Cspan data-contrast=\"auto\"> So, let me summarise what we have done.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cul>\r\n\t\u003Cli aria-setsize=\"-1\" data-leveltext=\"\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{"335552541":1,"335559685":720,"335559991":360,"469769226":"Symbol","469769242":[8226],"469777803":"left","469777804":"","469777815":"hybridMultilevel"}\" data-aria-posinset=\"1\" data-aria-level=\"1\">\u003Cspan data-contrast=\"auto\">We started with a real business problem.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/li>\r\n\u003C/ul>\r\n\u003Cul>\r\n\t\u003Cli aria-setsize=\"-1\" data-leveltext=\"\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{"335552541":1,"335559685":720,"335559991":360,"469769226":"Symbol","469769242":[8226],"469777803":"left","469777804":"","469777815":"hybridMultilevel"}\" data-aria-posinset=\"2\" data-aria-level=\"1\">\u003Cspan data-contrast=\"auto\">We gathered unstructured data.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/li>\r\n\u003C/ul>\r\n\u003Cul>\r\n\t\u003Cli aria-setsize=\"-1\" data-leveltext=\"\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{"335552541":1,"335559685":720,"335559991":360,"469769226":"Symbol","469769242":[8226],"469777803":"left","469777804":"","469777815":"hybridMultilevel"}\" data-aria-posinset=\"3\" data-aria-level=\"1\">\u003Cspan data-contrast=\"auto\">We cleaned and transformed that data into a structured form.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/li>\r\n\u003C/ul>\r\n\u003Cul>\r\n\t\u003Cli aria-setsize=\"-1\" data-leveltext=\"\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{"335552541":1,"335559685":720,"335559991":360,"469769226":"Symbol","469769242":[8226],"469777803":"left","469777804":"","469777815":"hybridMultilevel"}\" data-aria-posinset=\"4\" data-aria-level=\"1\">\u003Cspan data-contrast=\"auto\">We analysed sentiment and patterns.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/li>\r\n\u003C/ul>\r\n\u003Cul>\r\n\t\u003Cli aria-setsize=\"-1\" data-leveltext=\"\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{"335552541":1,"335559685":720,"335559991":360,"469769226":"Symbol","469769242":[8226],"469777803":"left","469777804":"","469777815":"hybridMultilevel"}\" data-aria-posinset=\"5\" data-aria-level=\"1\">\u003Cspan data-contrast=\"auto\">We identified the problem areas.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/li>\r\n\u003C/ul>\r\n\u003Cul>\r\n\t\u003Cli aria-setsize=\"-1\" data-leveltext=\"\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{"335552541":1,"335559685":720,"335559991":360,"469769226":"Symbol","469769242":[8226],"469777803":"left","469777804":"","469777815":"hybridMultilevel"}\" data-aria-posinset=\"6\" data-aria-level=\"1\">\u003Cspan data-contrast=\"auto\">We fed that insight back into the business.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/li>\r\n\u003C/ul>\r\n\u003Cul>\r\n\t\u003Cli aria-setsize=\"-1\" data-leveltext=\"\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{"335552541":1,"335559685":720,"335559991":360,"469769226":"Symbol","469769242":[8226],"469777803":"left","469777804":"","469777815":"hybridMultilevel"}\" data-aria-posinset=\"7\" data-aria-level=\"1\">\u003Cspan data-contrast=\"auto\">Then we designed possible actions based on that evidence.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/li>\r\n\u003C/ul>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">That is the journey from business problem to actionable insight.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">And that, really, is what this programme is about.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"201341983":0,"335551550":1,"335551620":1,"335559685":0,"335559737":0,"335559738":240,"335559739":240,"335559740":279}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">It is not about analysis for the sake of analysis. It is about using analytical thinking, data handling, and problem-solving to help businesses make better decisions.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cb>\u003Cspan data-contrast=\"auto\">Peter Ludgate:\u003C/span>\u003C/b>\u003Cspan data-contrast=\"auto\"> That brings us to the end of the case study and into our Q&A.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">Before we do that, though, thank you so much, Shub, for walking us through that. It was incredibly interesting. I think this is the second time you have done this type of webinar, and it is always extremely engaging.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">I honestly think that even somebody who did not begin with an interest in business analytics would struggle not to have one after hearing that.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cb>\u003Cspan data-contrast=\"auto\">Shubhadeep Mukherjee:\u003C/span>\u003C/b>\u003Cspan data-contrast=\"auto\"> That is very kind of you, Peter. Thank you. And apologies that you have to sit through it every time I do it.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cb>\u003Cspan data-contrast=\"auto\">Peter Ludgate:\u003C/span>\u003C/b>\u003Cspan data-contrast=\"auto\"> Not at all. It is like re-reading a favourite book or watching a favourite episode again.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>",{"anchor_anchor":177,"anchor":177,"block":309,"heading":142,"link":177,"copy":177,"faqs":310},"faqs",[311,315,318,321],{"anchor_anchor":177,"anchor":177,"question":312,"answer":313,"block":314},"Can I pursue an industry and business path instead of academic? Would that be a possible option? ","\u003Cp>Yes, in principle, you can absolutely work with a company and use a company-based problem, provided that the company is willing to work with you and that all the necessary ethical, GDPR, and permissions requirements are in place. \u003C/p>\r\n\u003Cp>But the dissertation will still have to follow a formal structure. So, while it can absolutely be based on a real business or consultancy problem, it cannot simply be a PowerPoint presentation on its own. \u003C/p>\r\n\u003Cp>There needs to be a proper written report, with the required word count and expected structure, even if the content is centred on a real-world business challenge. \u003C/p>\r\n\u003Cp>So yes, you can work with your own organisation or another company, but it still needs to fit the formal dissertation format. \u003C/p>","single-faq",{"anchor_anchor":177,"anchor":177,"question":316,"answer":317,"block":314},"Is there any sample available that shows the research elements you mentioned, so I can understand that better?","\u003Cp>Once you are enrolled and move into the dissertation stage, you will be given guidance, expectations, and examples of how these projects are structured.\u003C/p>\r\n\u003Cp>You will not be left without direction. You will have supervisor support, module guidance, and clear expectations about what is needed. \u003C/p>",{"anchor_anchor":177,"anchor":177,"question":319,"answer":320,"block":314},"Is there any official academic result issued at the end of the first year of study before the dissertation?","\u003Cp>\u003Cspan data-contrast=\"auto\">The design of the programme is that it is a 180-credit master’s degree. You will, of course, receive your marks as you progress, so after each module you will get your result back.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">However, in terms of an official qualification, the aim is to complete the full six modules and receive the full MSc at the end.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">That said, if for some reason you needed to stop partway through, there is what we call cashing out. If you have completed 60 credits, you could potentially leave with a postgraduate certificate. If you completed 120 credits, you could potentially leave with a postgraduate diploma.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">But in terms of official staged qualifications, those only apply if you choose to exit at those points. Otherwise, your results accumulate toward the full MSc.\u003C/span>\u003C/p>",{"anchor_anchor":177,"anchor":177,"question":322,"answer":323,"block":314},"If I had to pause my enrolment for a semester due to some reason, would I be able to extend beyond the total two years?","\u003Cp>\u003Cspan data-contrast=\"auto\">Yes, absolutely. The programme is designed to be completed in two years as a minimum, and obviously most people want to finish in that timeframe. I have not yet met anyone who says they want to finish in five years.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">But life does get in the way sometimes. Things happen in work or in personal life, and we understand that.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>\r\n\u003Cp>\u003Cspan data-contrast=\"auto\">We have a dedicated Student Success Team, and if you do need to pause your studies between modules, you can reach out to them and arrange that support.\u003C/span>\u003Cspan data-ccp-props=\"{"134233117":false,"134233118":false,"335559738":240,"335559739":240}\"> \u003C/span>\u003C/p>",{"anchor_anchor":177,"anchor":177,"block":305,"layout":298,"heading":177,"content":325},"\u003Cp>\u003Cstrong>\u003Cspan class=\"TextRun SCXW149434548 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"auto\">\u003Cspan class=\"NormalTextRun SCXW149434548 BCX0\">Disclaimer:\u003C/span>\u003C/span>\u003Cspan class=\"TextRun SCXW149434548 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"auto\">\u003Cspan class=\"NormalTextRun SCXW149434548 BCX0\"> \u003C/span>\u003C/span>\u003C/strong>\u003C/p>\r\n\u003Cp>\u003Cspan class=\"TextRun SCXW149434548 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"auto\">\u003Cspan class=\"NormalTextRun SCXW149434548 BCX0\">This transcript is based on a recorded \u003C/span>\u003Cspan class=\"NormalTextRun SCXW149434548 BCX0\">webinar\u003C/span>\u003Cspan class=\"NormalTextRun SCXW149434548 BCX0\"> and has been lightly edited for readability, \u003C/span>\u003Cspan class=\"NormalTextRun SCXW149434548 BCX0\">clarity\u003C/span>\u003Cspan class=\"NormalTextRun SCXW149434548 BCX0\"> and concisen\u003C/span>\u003Cspan class=\"NormalTextRun SCXW149434548 BCX0\">ess. \u003C/span>\u003Cspan class=\"NormalTextRun SCXW149434548 BCX0\">We’ve\u003C/span>\u003Cspan class=\"NormalTextRun SCXW149434548 BCX0\"> removed filler words, false starts, and repeated phrases (such as “um” and “ah”) without changing the meaning. All informa\u003C/span>\u003Cspan class=\"NormalTextRun SCXW149434548 BCX0\">tion \u003C/span>\u003Cspan class=\"NormalTextRun SCXW149434548 BCX0\">re\u003C/span>\u003Cspan class=\"NormalTextRun SCXW149434548 BCX0\">m\u003C/span>\u003Cspan class=\"NormalTextRun SCXW149434548 BCX0\">ains\u003C/span>\u003Cspan class=\"NormalTextRun SCXW149434548 BCX0\"> \u003C/span>\u003Cspan class=\"NormalTextRun SCXW149434548 BCX0\">acc\u003C/span>\u003Cspan class=\"NormalTextRun SCXW149434548 BCX0\">urate\u003C/span>\u003Cspan class=\"NormalTextRun SCXW149434548 BCX0\"> to the recording.\u003C/span>\u003C/span>\u003Cspan class=\"EOP SCXW149434548 BCX0\" data-ccp-props=\"{}\"> \u003C/span>\u003C/p>\r\n\u003Cp>Tuition fees may be subject to annual increases in line with inflation from 2026, in accordance with UK Government policy and maximum fee limits. \u003C/p>",{"anchor_anchor":177,"anchor":177,"block":327,"layout":328,"size":329,"heading":330,"heading_color":331,"background_image":332,"background_image_src":333,"background_image_alt":334,"content_layout":328,"content":177,"button_color":335,"enable_eligibility_checker":336,"link":337,"eligibility_checker_id":177},"call-out-banner-v2","full","tall","Explore our upcoming webinars","white",99,"https://admin.online.aston.ac.uk/app/uploads/2024/04/call-out_banner_style1_bg-scaled.webp","call-out_banner_style1_bg","pink","no",{"title":338,"url":339,"target":13},"Find out more","https://online.aston.ac.uk/events/webinars",{"anchor_anchor":177,"anchor":177,"block":341,"heading":342,"copy":343,"link":344,"news_layout":346,"news":347},"related-news-v2","Explore our articles","You are free to unsubscribe or change your contact preferences at any time. ",{"title":147,"url":345,"target":177},"https://online.aston.ac.uk/blog","grid",[348,355,362],{"id":349,"title":350,"slug":351,"excerpt":177,"image":352,"image_src":353,"image_alt":354},5512,"What can you do with a Master of Science in Business Analytics?","what-can-you-do-with-a-master-of-science-in-business-analytics",5513,"https://admin.online.aston.ac.uk/app/uploads/Careers-you-can-pursue-with-an-MSc-in-Business-Analytics-scaled.webp","What can you do with a Master of Science in Business Analytics - two students in a grey and red pod talking and sharing a tablet",{"id":356,"title":357,"slug":358,"excerpt":177,"image":359,"image_src":360,"image_alt":361},5394,"Inside a real-world MSc Business Analytics case study","inside-a-real-world-msc-business-analytics-case-study",5395,"https://admin.online.aston.ac.uk/app/uploads/Inside-a-real-world-MSc-Business-Analytics-case-study-scaled.webp","Inside a real-world MSc Business Analytics case study - woman presenting a case study lecture",{"id":363,"title":364,"slug":365,"excerpt":177,"image":366,"image_src":367,"image_alt":368},5176,"Triple Crown accreditation awarded to Aston Business School","triple-crown-accreditation-awarded-to-aston-business-school",5177,"https://admin.online.aston.ac.uk/app/uploads/Triple-Crown-accreditation-awarded-to-Aston-Business-School-scaled.webp","Triple Crown accreditation awarded to Aston Business School - Business students leaning over desk writing notes",1780586245922]