Principles of Business Analytics



What is this course about?

Companies today no longer just compete on the cheapest offerings; gone are the days where companies engage in price wars and out-slash each other on prices alone.  Thomas Davenport, author of the book “Competing in Analytics”, showed us just how analytics may be applied in business decision making, such that a competitive advantage may be achieved, through which consumers and customers are willing to pay a premium for what similar stores are offering. And Thomas Davenport is not the only advocate; In its Dec 2011 issue, the Harvard Business Review published an article titled “Know what your customers want before they do”, stating just how retailers can nail the “next best offer” through analytics.

The private sector are not the only ones benefitting from the power of analytics. Unprecedented information explosion and multi-faceted public issues have driven the need for the public service to stay on top of the economical, societal and political situations. In light of immense uncertainties faced, the challenge for the public service is not only to make informed decisions but to offer intelligent solutions. By leveraging on the power of analytics, the public service is now able to respond with insights and foresights derived from the huge amount of data which previously had laid hidden and largely tapped.

Business leaders, who traditionally rely on intuition and instincts in their decision making, can now have at their disposal, an alternative source of information offering insights through the employment of analytics -- and be amazed by what their data is telling them.
In this course, participants will learn how to address business needs through the use of analytics, how some organizations have done it and what has been done to achieve them. Conducted interactively with case studies and real business problems, participants can expect to learn the principles behind the power of analytics.

 Course Outline

Overview: What is Analytics?

Principles of Analytics: Frameworks and Models

Gathering of data and information

Getting ready data and information

Analytics tools and techniques:

  • Predictive Analytics,
  • Segmentation Modeling,
  • Association Rule Mining and,

Practical application: Applying principles of analytics using analytics software*

*The course will be conducted with computer-aided data analysis software and participants will get a chance to see how analytics are being applied in real-life scenario.

Suitable For

Covering theories and practical, this course addresses a wide variety of business issues and how it may be solved using analytics. It caters to people from a diverse background from Company Directors, who provides the organization’s strategic vision and direction, to Professionals like Managers and Analysts looking to solve today’s business problems using the power of analytics.

This course is also useful for participants from both private and public sector: - Industries range from fast moving consumer goods (FMCGs) and retail, to telecommunications (telco) and business consulting work; public agencies from the tax and revenue collection, education, health services, defense and security, manpower and human resource services will find this course relevant.

This course is designed for participants who may not have the relevant training in school or work but are keen to learn the ropes of analytics application in business world. Participants with relevant training will find this course offering refreshing insights and applying the principles of analytics in their work.

Profile of Trainer

Key Credentials of Trainer:
• B.Sc (Statistics and Applied Probability), National University of Singapore (NUS)
• M.Sc (Knowledge Management), Nanyang Technological University (NTU)
• IBM Business Analytics Certified Specialist in IBM SPSS Modeler (Professional) and IBM SPSS Statistics
• SAS Certified Predictive Modeler using SAS Enterprise Miner
• SAS Certified Business Analyst using SAS 9: Regression and Modeling
• Certified Associate in Project Management (CAPM)
• Advanced Certificate in Training and Assessment (ACTA)
• Associate Adult Educator, Adult Educators’ Professionalisation, Institute of Adult Learning (IAL)

 Assumed Skills and Knowledge

Participants should preferably have a basic appreciation of statistics and generally be comfortable with quantitative discussions and the use of a point and click software. Participants who may not have the relevant statistical training prior may wish to attend the Introduction to Statistics and Quantitative Data Analysis to equip themselves with the necessary knowledge before attending this course.

Funding Incentives

1. National Sliver Academy Funding
Participants must be Singaporean aged 50 and above in the year of course commencement.

2. 10% Discount for SP Alumni
To enjoy this discount you must be a Diploma Graduate from Singapore Polytechnic.
Applicants who make a false declaration to enjoy the discount will be subjected to paying up to the full course fee and/or be legally persecuted.

3. SkillsFuture Credit (SFC)
With effect from January 2016, Singaporeans aged 25 years and above who received their SkillsFuture Credit account activation letter will be eligible for an initial credit of $500 which can be used to pay for course fees for a range of eligible skills-related courses. The credits can be used on top of existing course fee subsidies/funding.

This is only applicable for self-sponsored applicants. Application via SkillsFuture Portal can only be made starting from 30 days before the course commencement date.


NTUC union members enjoy 50% (unfunded) course fee support for up to $250 each year when you enrol for courses supported under UTAP (Union Training Assistance Programme). Conditions apply.

For more information, please call NTUC Membership hotline at 6213 8008 or email [email protected] Website:


Mode of Assessment

Participants are required to sit for an open book quiz which exemplifies the Principles of Business Analytics.


Certificate of Performance awarded by the Singapore Polytechnic.


Application Procedure

1. All applications must be made via Online Registration at

Online Registration

i) Fill up the electronic form.
ii) Once completed, click on the 'Submit' button.
iii) You will receive online acknowledgement that you have successfully submitted the registration.
iv) Singapore Polytechnic will then register and enrol upon payment of the fees.
For clarification, please email us at [email protected]

Course fees can be paid by the following payment modes: a) For E-payment using Visa/Master cards, please click on the ‘Make e-Payment’ button on the acknowledgement page to proceed.

b) For NETS payment, you can pay at:

Singapore Polytechnic
PACE Academy
Blk T1A, Level 1
Mon-Fri: 8:30am to 8:00pm
Sat: 8:30am to 12:00pm

c) For Cash payment, you can pay at:

Singapore Polytechnic
Finance Department
Admin Building, Level 2
Mon-Fri: 8:30am to 5:00pm

d) For Cheque payment: Please make cheques payable to “Singapore Polytechnic”. Please cross the cheque and write the Registration Reference ID, Applicant Name and NRIC/FIN number on the back of the cheque. Mail the cheque to:

ATTN: Manager (Short Programmes)
Singapore Polytechnic
PACE Academy
500 Dover Road
Blk T1A, Level 1
Singapore 139651

Please note that an administrative charge of $15 will be imposed for any returned cheques from the bank or financial institution.

2. All successful applicants will be notified with a letter of confirmation via email.

3. Withdrawal and Deferment

Withdrawal and deferment notice must be made in writing to the Professional & Adult Continuing Education (PACE) Academy via email to [email protected]. For withdrawal cases, the portion of course fee to be refunded is based on the date of notice as follows:

• 2 weeks before the commencement of the course - Full refund
• Less than 2 weeks before commencement of the course - 70% refund
• On or after date of commencement - No refund

The Singapore Polytechnic reserves the right to cancel or postpone any of the courses. Applicants will be duly notified and where applicable, the full fees will be refunded.

The Singapore Polytechnic also reserves the right to amend the fees charged or the period and duration of the courses.

The data provided to Singapore Polytechnic will be kept strictly confidential and will be used for the purpose of course administration. The data may be passed on to the relevant organisations that require the information related to the course.




Course Dates:

1. 17 & 18 Nov 2016
Registration Closing Date: 10 Nov 2016

2. 09 & 10 Feb 2017 
Registration Closing Date: 02 Feb 2017

3. 09 & 10 Mar 2017 
Registration Closing Date: 02 Mar 2017

4. 11 & 12 May 2017 
Registration Closing Date: 04 May 2017

5. 08 & 09 Jun 2017
Registration Closing Date: 01 Jun 2017

Please note that once the maximum class size is reached, the online registration will be closed.




Duration: 16 hrs


Venue: Singapore Polytechnic


Time: 9am to 5pm


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For Public:

$840.00 (Before GST)
$898.80 (After GST)


As part of:

For Seniors Only (Singaporean Age 50 & Above):

$478.80 (After GST)

Please see Funding Incentives for more information.



Terms and Conditions


"A good, useful and relevant course which provides knowledge of the project/business framework as well as the technical part. A very knowledgeable trainer."

- Lee Yong Peng, National Library Board