BABI

BUSINESS ANALYTICS &

BUSINESS INTELLIGENCE

CRITICAL SUCCESS FACTOR FOR BUSINESSES | GAME CHANGER FOR YOUR CAREER

BIG DATA. BIGGER OPPORTUNITY.

RISK ANALYTICS INDUSTRY
(INDIA) TO GROW BY 300%
Indian Risk Analytics Industry is
expected to grow to $2.5 billion by 2020
up from $700 million in 2013 at a CAGR
of 20%.

2013

MARKETING ANALYTICS
INDUSTRY (INDIA) TO GROW TO
$1.2BN BY 2020
Indian Marketing Analytics Industry is
projected to grow from 200 million USD to
1.2 billion USD in 2020 at a CAGR of 25%.

2020

$$
200 MILLION USD

2013

$$$$$$
1.2 BILLION USD

2020

25% CAGR
$700

$2.5

MILLION

BILLION

5X INCREASE IN JOBS

INDUSTRY WISE EMPLOYMENT

OF ANALYTICS PROFESSIONALS
IN INDIA

16%

SUPPLY in 2013

BFSI

50,000

49%
IT/ITES

15%

MARKETING

DEMAND by 2015

9%

CONSULTING

2,50,000

10%
OTHERS

Sources: NASSCOM, Mckinsey, Heidrick and Struggles

DEANS MESSAGE

Padma Shri Dr. Bala V. Balachandran

J L Kellogg Distinguished Professor (Emeritus in Service) of
Accounting and Information Management, Northwestern University, Illinois, USA
Founder & Dean, Great Lakes Institute of Management

It is becoming imperative for businesses to draw insights and

tangible actions from data. Business Analytics and Business
Intelligence are indispensable for todays managers and
business leaders.
Great Lakes Institute of Management is delighted to oer a one year Blended Program (Classroom
and Online) for working executives to help them build managerial competencies in the emerging
critical area of Business Analytics and Business Intelligence. This program blends Academic
Elegance with Business Relevance and paves the way for decision making in the midst of big
data that bewilders business managers by its sheer size and complexity.
This program embraces a variety of techniques that can be used by companies to make eective
strategic decisions apart from significantly improving performance in key dimensions. The art of
modeling a business problem, then finding the solution using analytics, and finally successfully
implementing the solution are the hallmarks of this program.
The candidates pursuing this program can expect to gain an overview of business foundation and
a comprehensive knowledge of analytical techniques, with an applied industry orientation
designed for professionals interested in a career in analytics.
Exhaustive coverage, Hands-on application, Multi-domain and industry exposure are the features
that make the Great Lakes Business Analytics program your gateway to a successful analytics
career.

PROGRAM BENEFITS
1

GREAT LAKES ADVANTAGE

Great Lakes is one of the premier business schools in the country and has been
ranked within the top ten in the country by Outlook, Business Today and
Business India.
Great Lakes PGPBA is ranked within the top 3 Business Analytics programs by
Analytics India magazine and in the top 2 by Analytics Vidhya.

INDUSTRY RELEVANT CURRICULUM

The curriculum combines Academic Elegance and Business Relevance to
facilitate the participants learn basics of management, followed by
analytical techniques and weaves them with applications for data based
decision making.

INNOVATIVE PEDAGOGY
The program creates a blended learning environment that causes minimal
disruption to work schedule. The classroom sessions are followed up by online
learning that keep your learning continuous, self-paced and cumulative.

HANDS ON EXPOSURE
An integral part of the learning experience is the use of Analytics tools wherein the
candidates get hands-on exposure to SAS, Tableau and R.

CORPORATE PARTNERS
The program is designed, delivered and endorsed by leading analytical,
technology and consulting organizations. Our corporate partners are involved
in curriculum design, facilitating projects, industry lectures and also suggesting
pedagogical improvements.

PROGRAM PEDAGOGY
1

CLASSROOM LEARNING

ONLINE

EXPERIENTIAL LEARNING

INDUSTRY PERSPECTIVE LECTURES

CAPSTONE PROJECT

PROGRAM FORMAT

The program consists of 230 hours of classroom sessions delivered by Great Lakes
faculty and industry professionals from the field of analytics. This ensures that the
program imbibes Great Lakes academic elegance and Industrys Business relevance,
thereby providing the candidates with a remarkable learning experience.

- LEARNING MANAGEMENT SYSTEM

All candidates have access to the online LMS that hosts content (classroom
recording, discussions forums, assignments, reading material) and live webinars
to enable the candidates continue their learning during o campus. The LMS
provides an innovative learning environment that encourages collaborative
approach between the candidates thus paving the way for maximizing learning
eectiveness.

This program is designed to transform candidates to business ready analytics

professionals through hands on experiential learning on relevant tools. This is
achieved through an experiential learning format wherein participants practise
exercises and assignments on software packages such as SAS, R and Tableau.

This is an important component of the program that complements and substantiates

the learning with an applied orientation. The participants get the opportunity to
listen to eminent speakers from leading analytics companies and assimilate the best
practices discussed by them in their lectures.

All candidates would be pursuing an application oriented capstone project in the

field of Business Analytics. The project shall be mentored and evaluated by faculty
from Great Lakes or Industry. The project will be presented to the faculty board as
part of the requirement for successful completion of the program.

This program has about 330 hours of learning comprising 230 hours of classroom
learning and 100 hours of online/ o classroom. The calendar is designed such that
most classes are conducted on weekends and public holidays, thereby causing
minimal disruption to work schedule.

PROGRAM CURRICULUM
COURSE NAME

CONTENTS

Business Finance

Role of financial statements in analytics

Goals of Financial Management
Understanding and Analyzing Financial Statements
Ratio Analysis as a tool to evaluate performance
Breakeven Analysis and Margin of Safety
Profit planning & budgeting
Growth Planning and Investment Evaluation
Cash and Recievables management
Cash Budgeting

Marketing and CRM

Market Segmentation, targeting and positioning

Customer identification and profitability based
segmentation
Developing, collecting and managing customer intelligence
RFM Analysis
Customer lifetime value
Overview of marketing metrics
Customer experience metrics
Product category and customer profitability metrics
Sales force and channel metrics
Advertising and sales promotion metrics
Social network analysis and content analysis

Supply Chain Management &

Operations

Introduction to Operations and Supply Chain Management

Demand forecasting and Business Planning
Inventory management
Waiting Lines and Supply Chain Design
Strategic Capacity Planning and Management - Decision Trees

Statistical Methods for

Decision Making

Data collection, presentation; measures of central tendency

and dispersion
Introduction to probability
Probability distribtion
Sampling
Hypothesis testing and estimation
Basics of ANOVA
Basics of Correlation and Regression
Goodness of Fit, Fitting Probability Distribution

Advanced Statistics

ANOVA with interaction eects

ANCOVA, MANOVA
Factor analysis
Discriminant analysis
Principal Component Analysis

* This is an indicative course list and may be revised from time to time.

PROGRAM CURRICULUM
COURSE NAME

CONTENTS

Data Mining

Cluster analysis
Decision Trees(CART)
Neural Networks
Random Forest
Association analytics

Predictive Modeling

Multiple Linear Regression(MLR)

Dummy Regression
Conjoint Analysis using Dummy Regression with Eect
Coding
Non Linear Regression- Logit and Probit
Non Linear Regression- Tobit

Data Visualization using TABLEAU

Data Visualization using TABLEAU

Big Data Analytics using HADOOP

Big Data Analytics using HADOOP

Optimization Techniques

Linear Programming - Application to Business Decision Making

Integer and Mixed Integer Programming & Applications
Goal programming
Network Optimization Models

Marketing & Retail Analytics

Marketing eectiveness - Pricing, Market Mix Model, Market

Basket Analytics
Customer analytics - Acquisition, Retention, Growth
Store Design and Store Analytics

Finance and Risk Analytics

Market Risk
Credit risk -Corporate
Credit risk -Retail
Fraud prevention
Regulatory Analytics

Web and Social Media Analytics

Google Analytics/Adwords
SEO and SEM - Metrics and campaign analysis
Challenges in data extraction
Social Media Analytics
Text Mining and Sentiment Analysis

Supply Chain and Logistics Analytics

Analytics in Sales and Operational Planning

Analytics in Procurement
Analytics in Inbound and Outbound Logistics

Domain Application of Analytics

Applications in selected other domains

*This is an indicative course list and may be revised from time to time.

PROGRAM CURRICULUM
TOOLS TO BE COVERED
SAS

Tableau

EXPERIENTIAL LEARNING
Capstone Project

Case Studies

Assignments

A distinguishing feature of the pedagogy is the invaluable insights and exposure that
participants get from leading practitioners and senior industry executives. Organizations from
which experts have contributed to our lectures, projects and case studies include:

CAPSTONE PROJECTS

1
Financial & Social Media

Policy Evaluation

Micro Blog Sentiment Analysis in

forecasting Stock Prices in NSE

Evaluating the impact of ASHA

program in delivering health services
to women in rural areas

2
Telecom

Telecom

Assess the revenue impact of a

proposed change in pricing plan

Social Media

RFM & Market Basket Analysis for

female clientele for improving
customer response rates on
cross-sell/up-sell campaigns

Analysis of Social Media Campaign by

AamAadmi Party using RapidMiner

Financial Risk Analytics

Public Policy Analytics

Developing Least Cost eective
intervention in primary schools

Using company fundamentals +

Market Valuation to determine the
right investment strategy in the
Indian Market

Healthcare

Lead generation using text analytics

on social data for a Healthcare
insurance company

10

5
Energy Analytics

Understand household consumption

patterns for electricity and water in
Qatar to estimate future energy needs
of each household

Machine Learning

Machine Data Analytics/ Analytics on

Data Produce by Internet of things

*This is an indicative list and mentions only some of the projects pursued by PGPBA candidates. Please note that the list of the projects may
vary from batch to batch.

FACULTY

Dr. Bala V. Balachandran

(Program Co-Director)
Founder, Dean and Professor, Great Lakes
Ph.D (Carnegie Mellon), MS (Carnegie Mellon)

Dr. P. K. Viswanathan
(Co-Director, Chennai)
Professor Analytics & Operations,
Great Lakes
Ph.D (Madras University), MBA (FMS Delhi)

Dr. Vaidy Jayaraman

Professor Supply Chain
Management, Great Lakes
Ph.D (Ohio State University, USA)

Dr. Himadri Das

Professor Business Intelligence,
Great Lakes
Ph.D (University of Virginia, USA),
MBA (IIT Delhi)

Dr. Ahindra Chakrabarti

Professor - Finance & Accounting,
Great Lakes
Ph.D (University of Burdwan)

Prof. D. Sriram
Assistant Professor - Marketing,
Great Lakes
Pursuing FPM (XLRI, Jamshedpur),
MMS (BITS, Pilani), M Sc (BITS, Pilani)

Dr. Bappaditya Mukhopadhyay

(Co-Director, Gurgaon)
Professor Analytics & Statistics,
Great Lakes
Ph.D (Indian Statistical Institute)

Dr. Umashankar Venkatesh

Professor - Marketing, Great Lakes
Ph.D (Vikram University),
MBA(Banaras Hindu University)

Dr. S. Bharadwaj
Professor - Marketing, Great Lakes
Ph.D (University of Maryland, USA)

Dr. Sanjoy Sircar

Professor - Finance & Accounting,
Great Lakes
Ph.D (Temple University)

Dr. R. L. Shankar
Professor - Finance, Great Lakes
Ph.D ( EDHEC, Singapore),
MS (Carnegie Mellon University, Pittsburg),
B.Tech (IIT, Madras)

In addition to faculty from Great Lakes, senior analytics professionals from the industry deliver
courses that help candidates appreciate and understand Business Relevance, thereby providing
the best of academic and industry exposure to candidates in the program.

INDUSTRY GUESTS
Laxmi Narayan
Vice Chairman
Cognizant Technology Solutions

Manish Chandra
Senior Director,
Product & Operations
Shopclues

Vineet Baid
Director, Operations & IT
Jabong

Shirish Singh
Marketing Planning & Analytics
Founder & CEO, Frmr. Head Business
Century Link

Kunal Jain
Analytics & Intelligence
Analytics Vidhya

Suresh Krishna Swamy

Director, Analytics
Cognizant Technology Solutions

Pooja Verma
Co-Founder & Director
Whisskers Marketing Pvt. Ltd.

Manu Chandra
Co-Founder & Director
FN MathLogic Consulting

Dr. V. Subramanian
Vice President
Accenture

Sonjoy Roy Choudhury

Vice President
Evalueserve

Jaytu Sen Chaudhury

Vice President
American Express

Damanpreet Kaur
Sr. Business Analyst
Evalueserve

Shailesh Ranjan
Director
Essex Lakes Group

Titir Pal
Director, Research & Analytics
Absolut Data

Sanjay Ojha
Managing Director
Accenture

Venkat Viswanathan
Chairman & Co-founder
Latent View

The Structure of the PGPBA program is very interesting, in which learning happens
both inside and outside the classroom.
- Mr. Lakshmi Narayan
Vice Chairman,
Cognizant Technology Solutions

Great Lakes PGPBA is a fantastic confluence of 3 things - experience, education and

engagement.
- Mr. Suresh Krishnaswamy
Director, Analytics
Cognizant Business Consulting

MEET THE CLASS

The PGP-BA class consists of professionals across various industries, with a wide range of
experience across roles in technology, consulting, analytics and marketing

INDUSTRY DIVERSITY

WORK EXPERIENCE SPREAD

10%
Others

18%

Consulting

10+

55%
Technology

5 to 10

2 to 5

17%
Analytics

10

15

20

25

30

35

40

The PGPBA class comes from some of the leading organizations. Some of their current employes
include :

45

STUDENTS SPEAK
My journey in Great Lakes so far has been incredibly informative.
Each faculty member is not only a recognised expert in their
respective domain but also has a wealth of life experience which
opens our eyes to all the real world scenarios.
- Sudhanshu Pathak
SAP Consultant at KPMG
PGPBA Class of 2015

I appreciate the emphasis placed on connecting theory to practical

application. The diverse professional experience of the batch is
leveraged by the professors, who let us decide the breadth and
depth of topics covered. Two thumbs up for Great Lakes.
- Clarence Wong
Consultant at ValueLabs
PGPBA Class of 2015

PGPBA is a very targeted and focused course for professionals

wanting to breakthrough in the analytics domain. The course is well
structured with respect to content and is backed by great faculty
and thus providing a solid platform to foray into the analytics
domain.
- Karan Seghal
Associate Vice President, Copal Partners
PGPBA Class of 2015

ADMISSION DETAILS
POST GRADUATE PROGRAM IN BUSINESS ANALYTICS
ELIGIBILITY
Applicants should have Bachelors Degree in any discipline with a minimum of 50%
aggregate marks in graduation or equivalent and a minimum of two years full-time
post qualification work experience. Preference will be given to candidates with
Engineering, Mathematics, Statistics, and Economics background. For applicants
with exceptional qualification and/or industry experience, a relaxation in the minimum eligibility criteria may be considered.

PROGRAM INFORMATION

Great Lakes, Chennai

Great Lakes, Gurgaon

Fee: `4,25,000 + Service Tax

Fee: `3,55,000 + Service Tax

Fee Includes:

Fee Includes:

Boarding + Lodging

Tuition Fee

Learning Material

Tuition Fee

Learning Material

Lab Access

Lunch

Lab Access

(TWIN SHARING)

PROCESS

1
The faculty panel will
review all the applications
and shortlist candidates
based on their profiles.

2
The shortlisted candidates
would then be called for
interviews. Interviews
may be conducted in
person or over video/tele
conferencing.

3
The admissions will be
conducted on a rolling basis
and the admission process
shall be closed once the
requisite number of
candidates have taken
admission into the program.

PROGRAM PARTNERS
ACADEMIC PARTNER

TECHNOLOGY & ADMINISTRATION

PARTNER

ONLINE CONTENT PARTNER

Great Lakes is one of Indias leading business schools with

campuses in Chennai and Gurgaon. Led by exceptional faculty,
steered by an outstanding advisory council, Great Lakes has
been ranked within top 10 business schools by Outlook,
Business Today and Business India.

Great Learning is a technology enabled learning services

platform that oers a variety of online and blended learning
programs in partnership with Great Lakes Institute of
Management, one of Indias leading business schools. It
undertakes all operations and technology related aspects of
these programs and has developed technology solutions to
ensure high quality learning outcomes to learners across India
and abroad.

Jigsaw Academy imparts analytics training online leveraging

content developed by analytics experts from around the world.
The content is highly industry relevant thereby enabling
learners to understand and apply analytical techniques to real
world problems.

BIG DATA.

BIGGER
OPPORTUNITY.
Build a career in analytics

PGPBA CONTACT

Phone: +91-87506-48238
Web: http://elearning.greatlakes.edu.in/pgpba/
Email: pgpba@greatlakes.edu.in