PGPBA-BI

Post Graduate Program in

Business Analytics & Business Intelligence

Critical SUCCESS FACTOR for Business

GAME CHANGER for your Career
 BIG DATA.
BIGGER
OPPORTUNITY
MARKETING ANALYTICS
INDUSTRY (INDIA)

To grow to $1.2 BN USD 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%.
RISK ANALYTICS
INDUSTRY (India) 25% CAGR
2020

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

2020

$2.5 $200 $1.2

Billion Million Billion

INDUSTRY WISE EMPLOYMENT

OF ANALYTICS PROFESSIONALS
2013 IN INDIA
$700
Million
10% 49%
IT/ITES
OTHERS

5% INCREASE IN JOBS
1%
BFSI
EMPLOYMENT
TREND
Supply in 2013

50,000
9%
Demand by 2015 CONSULTING

2,50,000 15%
MARKETING

Sources: NASSCOM, Mckinsey, Heidrick and Struggles

 DEANS
MESSAGE
Great Lakes Institute of Management is
delighted to offer 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
effective 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.
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.
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

India's No. 1 Analytics Program

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.

This program has been ranked No.1 by Analytics India Magazine and
No. 2 by Analytics Vidhya.

International Collaboration
The program is internationally recognized and is a dual certificate
program. The participants will get certification from Illinois Institute of
Technology, Chicago (USA) and also Great Lakes Institute of
Management.

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

Classroom Learning
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.

Online - 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 off campus.
The LMS provides an innovative learning environment that encourages
collaborative approach between the candidates thus paving the way for
maximizing learning effectiveness.

Experiential Learning
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.

Industry Perspective Lectures

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.

Capstone Project
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.

Program Format
This program has about 330 hours of learning comprising 230 hours of
classroom learning and 100 hours of online/ off 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 Supply Chain
Management &
Operations
Introduction to operations and supply chain
management

Introduction to Demand forecasting and business planning

Inventory management
Analytics Waiting lines and supply chain design
Strategic capacity planning and
Get started in using R and SAS for business management - Decision trees
analytics
Understand the importance of data
identification, gathering and processing
Get an overview of the tools and techniques
used in business analytics
Business Finance
Role of financial statements in analytics
Goals of financial management

Marketing & CRM Understanding & analyzing financial

Statements
Market segmentation, targeting Ratio analysis as a tool to evaluate
and positioning performance
Customer identification and profitability Breakeven analysis and margin of safety
based segmentation Profit planning & budgeting
Developing, collecting and managing Growth planning & investment evaluation
customer intelligence Cash and receivables management
RFM analysis Cash budgeting
Customer lifetime value
Overview of marketing metrics
Customer experience metrics
Product category and customer profitability
metrics
Sales force and channel metrics
Predictive Modeling
Advertising and sales promotion metrics Multiple Linear Regression(MLR)
Social network analysis and Dummy regression
content analysis Conjoint analysis using dummy regression
with effect
Coding
Non linear regression- Logit and Probit
Non linear regression- Tobit

*This is an indicative course list and may be revised from time to time.
Statistical Methods Data Mining
for Decision Making Cluster analysis
Decision trees (CART)
Data collection, presentation; measures of
Neural networks
central tendency and dispersion
Random forest
Introduction to probability
Association analytics
Probability distribtion
Sampling
Hypothesis testing and estimation
Basics of ANOVA
Basics of correlation and regression
Optimization
Goodness of fit, fitting probability distribution Techniques & Supply
Chain Analytics
Linear programming - Application to
business decision making

Marketing & Retail Integer and mixed integer programming &

applications
Analytics Goal programming
Network optimization models
Marketing effectiveness - Pricing, market
mix model, market basket analytics
Customer analytics - Acquisition, retention,
growth
Store design and store analytics Data Visualization
Using TABLEAU

Big Data Analytics using

Advanced Statistics
HADOOP
ANOVA with interaction effects
ANCOVA, MANOVA
Factor analysis
Discriminant analysis Finance & Risk
Principal component analysis
Analytics
Market risk

Web & Social Credit risk - Corporate

Credit risk - Retail
Media Analytics Fraud prevention
Regulatory analytics
Google analytics/adwords
SEO and SEM - Metrics & campaign
analysis
Challenges in data extraction Domain Application
Social media analytics
Text mining and sentiment analysis of Analytics
Applications in selected other domains
*This is an indicative course list and may be revised from time to time.
 Tools to be Covered
SAS | Tableau | R

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 5
Social Media
Analysis of Social Media Campaign by
AamAadmi Party using RapidMiner

6
1 Policy Evaluation
Evaluating the impact of ASHA
Financial & Social Media program in delivering health services to
Micro Blog Sentiment Analysis in women in rural areas
forecasting Stock Prices in NSE

7
2 Public Policy Analytics
Developing Least Cost effective
Telecom
intervention in primary schools
Assess the revenue impact of a
proposed change in pricing plan

8 Financial Risk Analytics

3 RFM & Market Basket Analysis for
female clientele for improving customer
Financial Risk Analytics response rates on cross-sell or up-sell
campaigns
Using company fundamentals +
Market Valuation to determine
the right investment strategy in
the Indian Market 9 Health Care
Lead generation using text analytics on

4
social data for a Healthcare insurance
company

Energy Analytics
Understand household consumption
patterns for electricity and water in
10 Machine Learning
Qatar to estimate future energy Machine Data Analytics/ Analytics on
needs of each household Data Produce by Internet of things

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

Dr. Bala V. Balachandran Dr. P. K. Viswanathan

Program Co-Director Co-Director, Chennai
Founder, Dean & Professor Professor Analytics & Operations,
Great Lakes Great Lakes
Ph.D, M.S (Carnegie Mellon) Ph.D (Madras University),
MBA (FMS Delhi)

Dr. Bappaditya Mukhopadhyay Dr. Himadri Das

Co-Director, Gurgaon Professor Business Intelligence,
Professor Analytics & Statistics, Great Lakes
Great Lakes Ph.D (University of Virginia USA),
Ph.D (Indian Statistical Institute) MBA (IIT Delhi)

Dr. Umashankar Venkatesh Dr. Ahindra Chakrabarti

Professor - Marketing, Great Lakes Professor - Finance & Accounting,
Ph.D (Vikram University), Great Lakes
MBA (Banaras Hindu University) Ph.D (University of Burdwan)

Dr. Sanjoy Sircar

Dr. R. L. Shankar Professor - Finance & Accounting,
Professor - Finance, Great Lakes Great Lakes
Ph.D ( EDHEC, Singapore), Ph.D (Temple University)
MS (Carnegie Mellon University,
Pittsburg), B.Tech (IIT, Madras)
Dr. Vaidy Jayaraman
Professor Supply Chain
Prof. D. Sriram management, Great Lakes
Assistant Professor - Marketing, Ph.D (Ohio State University, USA)
Great Lakes
Pursuing FPM (XLRI, Jamshedpur),
Dr. S. Bharadwaj
MMS (BITS, Pilani), M Sc (BITS, Pilani)
Professor - Marketing,Great Lakes
Ph.D (University of Maryland,USA)
 INDUSTRY
GUESTS

Laxmi Narayan Dr. V. Subramanian

Vice Chairman Vice President
Cognizant Technology Solutions Accenture

Mayur Datar Sonjoy Roy Choudhury

Principal Data Scientist Vice President
Flipkart Evalueserve

Manish Chandra Jaytu Sen Chaudhury

Senior Director, Product & Operations Vice President
Shopclues American Express

Vineet Baid Damanpreet Kaur

Director, Operations & IT Sr. Business Analyst
Jabong Evalueserve

Shirish Singh
Marketing Planning & Analytics Shailesh Ranjan
Founder & CEO, Frmr. Director
Head Business, Century Link Essex Lakes Group

Kunal Jain Titir Pal

Analytics & Intelligence Director, Research & Analytics
Analytics Vidhya Absolut Data

Suresh Krishna Swamy Muthu Ramanujam

Director, Analytics Head, Retail Bank Finance Analytics
Cognizant Technology Solutions HSBC

Manu Chandra Venkat Viswanathan

Co-Founder & Director Chairman & Co-founder
FN MathLogic Consulting Latent View

......................................................................................

The Structure of the PGPBA-BI program is very interesting, in

which learning happens both inside and outside the classroom.

- Mr. Lakshmi Narayan

Vice Chairman, Cognizant Technology Solutions
 MEET THE
CLASS
The PGPBA-BI class consists of professionals
across various industries, with a wide range
of experience across roles in technology,
consulting, analytics and marketing.

35

30

25

11% (%) 20
Others 15
24% 10
Analytics
16% 5
BFSI and Consulting 0 2 -5 5 - 10 10+
48% (years)
IT and Technology
Industry Work Experience
Diversity Spread

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

The choice of Great Learning program over several others was a simple decision as this program
allowed a blend of practical industry exposure and real life capstone project interspersed with
domain knowledge through eminent faculty members and industry guests alike. Moreover,
assignment led assessment approach and a very robust LMS provided was thoroughly a
rewarding experience.

- Amit Madan
Country Manager,
Trans Technology India

Thoroughly impressed with the PGPBA faculty of Great Lakes. Their extensive domain
knowledge, interpretation skills and eagerness to teach students with patience made the
learning altogether more fruitful.
- Praveen Kumar V
System Analyst,
Cognizant

I finally chose GL, being a blend of industry expertise and highly experienced teaching faculty.
Its a reputed brand in the management space with a focus on practical and tie-ups with many
analytical firms. I did a compact yet quite powerful one-year course in Data Analytics. Of course,
placement assistance during and after course completion helped many candidates.

- Vilas Wakale
Independent Consultant
Ministry of Home Affairs (Analytics Project)

Capstone project during the program was a great learning experience and helped me
immensely during my statistical modeling projects.
- Vishranth
Senior Business Analyst,
Fractal Analytics
 Eligibility
ADMISSION Applicants should have Bachelors Degree in

DETAILS 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
Program Fees experience, a relaxation in the minimum
eligibility criteria may be considered.
Fee includes

CHENNAI Boarding +
Learning
Lodging Tuition Fee LMS Access
`4,45,000 + Service Tax (Twin Sharing) Material

GURGAON Learning
Lunch Tuition Fee LMS Access
`3,75,000 + Service Tax Material

BENGALURU Learning
Lunch Tuition Fee LMS Access
`3,75,000 + Service Tax Material

HYDERABAD Learning
Lunch Tuition Fee LMS Access
`3,75,000 + Service Tax Material

MUMBAI Learning
Lunch Tuition Fee LMS Access
`3,75,000 + Service Tax Material

PUNE Learning
Lunch Tuition Fee LMS Access
`3,75,000 + Service Tax Material

Process
1 2 3

The faculty panel will review
all the applications and
shortlist candidates based
on their profiles.
The shortlisted candidates will
then be going through an
automated telephonic interview
round which will then be
reviewed by a faculty panel.
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

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.

As Chicagos only business school within a technological university, the

Illinois Institute of Technology Stuart School of Business offers bachelors,
masters, doctoral, and non-degree programs, as well as graduate certificate
programs, dual-degree programs, and several interdisciplinary specializations.

Technology & Administration Partner

Great Learning is a technology enabled learning services platform that offers

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.
 Chennai
Bengaluru

Mumbai

Gurgaon
Hyderabad

Pune

big data
bigger opportunity
build a career in Analytics

PGPBA-BI Contact
+91 87506 48238 pgpba@greatlakes.edu.in