Module code: MANM430

Module Overview

Data analytics is the process of using data to create information and knowledge that can be used for decision making. This module provides an understanding of the role of analytics in strategic management and the computer technologies that support the use of analytics for competitive advantage. Students will be exposed to business analytics (statistics, data mining, and visualization) techniques that are used to empower business strategy.

Module provider

Hospitality, Tourism & Events Management

Module Leader

STIENMETZ Jason (Hosp & Tour)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 7

JACs code: N211

Module cap (Maximum number of students): N/A

Module Availability

Semester 1

Prerequisites / Co-requisites


Module content

Indicative content includes:

  • Technical framework for business intelligence, analytics, and decision support

  • Models, theories and examples of decision making for strategic management

  • Business reporting definitions and concepts

  • Models and theories of performance measurement

  • Techniques for predictive modelling

  • Text analytics, text mining, and sentiment analysis

  • Web analytics, web mining, and social analytics

  • Prescriptive analytics and model-based decision making

  • Big data and future directions for business analytics

  • Case study examples.

Assessment pattern

Assessment type Unit of assessment Weighting
School-timetabled exam/test Midterm Multiple Choice Test 50
Project (Group/Individual/Dissertation) Group Business Intelligence Dashboard Project 50

Alternative Assessment

Report on individual basis (2500 words) instead of Group BIDP 50%

Assessment Strategy

The assessment strategy is designed to provide students with the opportunity to demonstrate their knowledge and understanding as well as their ability to critique and analyse the issues covered during the module. For this the strategy allows them to choose to focus on one particular issue or aspect of the material covered and also requires them to take an overview of development issues in a more general way. The strategy also requires them to explore theoretical issues and well as practical issues by asking them to relate the theory to particular examples of tourism design.


Thus, the summative assessment for this module consists of:

Individual closed-book midterm multiple choice exam (50%)

Group assignment (creation of an information visualization dashboard using Tableau software) presented as a joint class presentation (15 mins) and a joint written user manual (2000 words)


Formative assessment and feedback


For the group project students will initially prepare and submit an outline on which they will receive written feedback before submitting the summative version. They will also receive their mid-term mark as well as general class feedback. For the group assignment, the students will receive written feedback for each group on their class presentation and on the written report.

Module aims

  • To understand the need for business analytics in strategic management
  • To provide an in depth understanding of computerized decision support: analytics, decision support systems (DSS), and business intelligence.
  • To understand the role and nature of business reporting and business performance management
  • To understand the major categories and applications of business analytics
  • To assess critically the implications and impacts of big data on strategic management

Learning outcomes

Attributes Developed
001 Understand the foundations and technologies for organizational decision making CK
002 Recognise and appreciate the role of Big Data in strategic management CK
003 Evaluate critically the different types of business reporting and information visualization CK
004 Evaluate critically business performance management strategies CK
005 Analyse data using statistical and data mining techniques and understand relationships between the underlying business processes of an organization PT
006 Develop effective information visualizations and performance dashboards for strategic management PT
007 Communicate in written form and orally T
008 Work in groups to reach decisions about development options T

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Overall student workload

Personal Tutorial Hours: 30

Independent Study Hours: 87

Lecture Hours: 17

Seminar Hours: 16

Methods of Teaching / Learning

The overall strategy for this module is for the lecturers to provide the basic framework for understanding the issues and, with the support of visiting speakers, to provide some detailed and practical examples. This then is supplemented by the students through their reading in connection with the topics covered in class; through reading more generally around the topics, to include both the academic literature and more practical reports; and through their preparation of an individual and group assignment, both of which will also require literature research. The module is structured so that the theoretical and key issues related to policy and development in tourism are covered in the earlier part of the semester. More detailed and practical issues are dealt with in the second part and in the assessment tasks


The learning and teaching methods include:


  • Lectures and Seminars (3 hours per week for 11 weeks)

  • Class discussions (included in above)

  • Tableau Tutorials (included in above)

  • Case Studies (included in above)

  • Supporting material on Surreylearn

  • Guided reading

Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list


Other information


Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2019/0 academic year.