Open Programs

Big Data Applications in Business

(26-27 October 2021)

Big Data, Big Impact: Driving Business Success

Corporations are increasingly flooded with data collected from different touch points with customers. These can be sales transactions, inquiries, surveys, clickstreams, and comments collected from a wide spectrum of social media platforms. Most importantly, these data are collected automatically in real time through an increasingly number of channels including POS, ERP, CRM, web, and mobile apps. They provide corporate executives with an immense potential to better understand their customers and to formulate actionable strategies to maximize business opportunities. Data analytics (or Big Data) enables executives to unleash this potential through a systematic way to acquire, analyze, and experiment with data collected from internal and external sources. As competition intensifies at a global scale, data analytics will become a core competence of executives who aim to identify and exploit business opportunities at different stages of the value chain.

Program Objectives

  • Understand the key concepts of big data and its potential through cases studies and review of real business applications
  • Develop a framework of data-driven decision making and continuous experimentation to understand customer behavior and preference
  • Acquire hands-on experience with tools in data analysis, email campaign, and text analysis
  • Understand the infrastructure requirements and project management skills required to implement successful data analytics projects

Program Benefits

  • What are the driving forces behind the big data phenomenon and where is it heading?
  • How big data is affecting the economy and why many companies are falling behind the curve in reaping its benefits?
  • How customer data are classified and what are the common pitfalls and biases in managing and interpreting data?
  • What are the basic concepts of data analytics from a managerial and non-technical perspective?
  • Learn the basic tools to analyze data and how they can be applied in business settings.
  • How data are collected and how companies can facilitate data collection through its many touch points with customers?
  • Management of data analytics projects and how to establish a winning project team?
  • Experience sharing of senior executives engaged in data intensive projects.

The instructor welcomes participants to discuss with them the challenges and issues arising in their data analytics projects and to share their experience and advices.

Upon completion of the program, participants will receive a certificate of participation issued by HKUST Business School.

Who Should Attend

Executives involved in sales, marketing, customer relationship, loyalty programs, electronic commerce, social media platforms, and corporate IT management. Concepts and techniques are introduced from a non-technical perspective. The program is particularly useful for executives who are leading or exploring data analytics projects and can apply the skills learned in the program in implementing their projects.

Program Content

  • Introduction and overview
  • Pitfalls and biases of managerial decision making and how a data-driven decision mindset can help to increase the objectivity and effectiveness of decision making
  • The data-driven decision making framework of data analytics
  • Data types, data sources, and data collection methods
  • Basic analytic techniques and hands-on experience using customer datasets
  • How to measure success of data analytics
  • Planning for data analytics and project management
Program Schedule Program Fee  
26-27 October 2021 
Morning Session: 9:30am - 12:45pm
Lunch: 12:45pm - 1:45pm
Afternoon Session: 1:45pm - 5:00pm

Daily schedule is subject to change
Regular Rate: HK$16,500
Early Bird Rate:(by 24 September 2021) HK$14,000
HKUST Alumni# or Corporate rate/Group participation*: HK$13,000

The fee includes tuition, all teaching materials, refreshment and lunch
# including participants of our open programs
* 3 or more concurrent registrations

Registration Deadline 15 October 2021

Request Program Info.

Venue & Transportation

3/F, LSK Business Building
HKUST, Clear Water Bay
Kowloon, Hong Kong

Venue & Transportation Info

Campus Parking Application

Program Administration

For enquiries on company and organization participation, please contact:

HKUST Business School Executive Education Office
(852) 2358 7541 / (852) 2358 8013
(852) 2335 5836