Business and digital analytics

Overview of the study programme

The study programme is addressed to people aspiring to work in an international and intercultural environment, both in global corporations and companies operating on domestic markets. The course addresses two key challenges and, at the same time, interests of the labor market, namely it develops the competencies of functioning in the digital environment, industry 4.0 or the Internet, as well as the ability to analyse and evaluate the operation of an organisation with emphasis on increasing efficiency. Contemporary business success is built on a synergistic combination of creativity with critical thinking, innovation, analytical view, and empathy, with the agility to make accurate decisions. In all these areas, access to reliable data and information becomes a key element. In the age of fake news, the ability to assess a situation based on credible data determines the effectiveness of management.

There is a reason behind the saying that if you do not measure something, you cannot manage it. This belief is of particular importance in the digital world. Since the knowledge and skills of Business and Digital Analytics graduates can be used in various industries, the graduates of this programme will find employment in companies characterised by modern and professional management as well as operating in international and multicultural environments.

If you are considering your future in business world, especially in digital, it is worth having the following competences:

• analysing data;
• building measurement systems of websites, social media, or e-commerce activities;
• designing business models in the digital sphere;
• using data from available systems, e.g. Google Analytics;
• assessing the effectiveness of market activities;
• conducting market research in both the qualitative and quantitative dimensions;
• doing financial analytics;
• determining a company's value and its ability to compete;
• analysing the profitability of business investments;
• performing efficient and effective data visualisation;
• preparing business reports;
• applying new technologies and IT solutions to data analysis and visualisation.

MS Teams and Moodle can be used to conduct classes.

Programme Council 

Head
Robert Kozielski, Ph.D.
Coordinator
Aleksandra Majda-Kariozen, Ph.D.

Members:
Tomasz Czapla, Ph.D., Prof. Grzegorz Urbanek, Leszek Bohdanowicz, Ph.D., Magda Kotlarczyk, Country Director Google Poland at Google

Studia płatne. Opłaty za usługi edukacyjne UŁ.
Paid studies. Tuition fee rates.

Examples of courses specific to this programme include:

• Accounting and Finance Management
• Applied Statistics
• Art of Business Decisions Making
• Digital Applications for Business
• Logic Critical Thinking
• Organizational Behaviour
• Managerial Economics and Evidence Based Management
• Qualitative Research Methods and Analysis
• Customer, Operations and People Analytics
• Digital Business Models
• Google Analytics
• Web, Social Media and E-Commerce Analytics
• Business Communication, Reporting and Data Visualization

Study programme

The key skills that the students will acquire during their studies include:

• doing business analytics at the strategic and operational level (methods, techniques, models, solutions), also in relation to organisations operating in digital channels and media;
• building new business models;
• critical thinking;
• assessing the reliability of data and the verifiability of data and information;
• making effective decisions through the use of reliable information;
• integrating knowledge from various sources and having an interdisciplinary approach to the analysis of business problems;
• assessing the profitability of business investments, including long-term and short-term effects of market decisions;
• using both the software and analysis tools related to business analytics in the digital sphere, data presentation, and dashboard construction.

Examples of positions and professions that the graduates will be able to fill include:

• business analyst;
• stock market analyst;
• financial analyst;
• website traffic analyst;
• market trend analyst (cool hunter);
• product manager;
• brand manager, etc.