IMD Executive Education

Available dates

Jan 29—Mar 25, 2020
CHF 2950 ≈USD 3075


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About the course

Master digital analytics as a catalyst for business innovation

There is very little in an organization today that is untouched by data analytics, no matter what industry you are in.

Business Analytics for Leaders will give you a strategic, high-level understanding of big data and digital analytics plus practical tools you can use. You will also have a brief introduction to the application of Artificial Intelligence which you may apply to your own business context.

At the end of the program you'll know how to use business analytics as a strategic advantage. You will understand the different levels of data analytics maturity and where your organization stands.

Learn how big data can give you and your company a strategic advantage

Discover the various sources of data, both within and outside your organization

Understand the different types of analytics and which is best suited to your needs

Investigate the different levels of data analytics maturity and where your organization stands

Business Analytics for Leaders – your learning journey

This business analytics course is eight weeks long and delivered online. It’s long enough for you to apply what you learn in your work context so you can put digital analytics at the core of your business. Over the 8 weeks of courses, here's what you will learn:

Unit 1: What is big data?

Learn how to navigate the program platform, understand the definition of big data in terms of the three Vs (variety, volume, velocity), and how companies can use these to create value for themselves and leverage opportunities and avoid threats.

Unit 2: How are data categorized?

Understand the way data are categorized in terms of their format (structured/unstructured) and source (internal/external) and identify possible sources of useful data for your organization.

Unit 3: What are analytics & why are they useful?

Comprehend the three types of analytics (descriptive, predictive, prescriptive), describe an area of implementation for your organization and explore the way in which analytics would change decision-making and make you more competitive.

Unit 4: AI & ML

Advance your awareness of Artificial Intelligence (AI) and Machine Learning (ML) and discover the three ways in which AI and ML are being applied to organizations. Examine how these technologies may influence your business and role in the future.

Unit 5: How is your firm using DA?

Reflect on the level of Data Analytics (DA) maturity for your firm and devise a plan to develop further opportunities for your business by enhancing the use of DA. Learn how you can drive business value from DA.

Unit 6: What is your DA strategy?

Discover the different generic strategies (offensive/defensive) when deploying DA, pinpoint where your business falls on the Data-Strategy spectrum and identify the strategy that your business requires to improve performance and deliver better value.

Unit 7: How DA ready is your firm?

Acquire tools to assess how DA ready your firm is and identify the four drivers (data, tools, people and strategy) that can help you develop or increase your DA capability. Compare your DA capability with that of other firms.

Unit 8: Big picture

Focus on how to apply the concepts and knowledge introduced on Data Analytics holistically and develop a link between DA capabilities and AI. Develop a DA roadmap for your organization.

Your dedicated personal Learning Coach

How we are helping you

You will have a dedicated professional learning coach, making sure you receive a highly individualized learning experience.

Your designated learning coach accompanies you throughout your 8-week Business Analytics for Leaders learning journey. They provide support and feedback as you apply your learning straight away in the workplace, where it has an immediate impact.

Their input helps you translate your learning to your particular context. By spreading this feedback regularly throughout the program, you'll be sure to embed your ongoing learning directly in your daily work.

Your learning coach interacts with you via video, in writing and over the phone. You have calls, spread across the eight weeks, at intervals that consolidate your learning.

Your learning coach helps you:

  • Define your learning objectives
  • Review your progress on a weekly basis
  • Overcome your challenges
  • Translate what you learn to your own context

Who should attend

Business Analytics for Leaders is designed for executives and managers who are looking for a practical understanding of the fundamentals of digital analytics and big data. They are keen to use digital analytics as a catalyst for business innovation.

Trust the experts

Amit Joshi

Amit Joshi joins IMD as Professor of Digital Marketing and Strategy. He brings IMD extensive expertise in marketing management and strategy, advertising, digital media, data analytics and marketing accountability. He is Program Director of the open program Digital Analytics. Previously an award...


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