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The University of Southampton

MANG6391 Deeper Analytics and Big Data

Module Overview

In today’s era of “big data”, business analytics has become a key part of management decision making. Modern managers must now develop a deeper understanding of the use and value of big data and of the various analytical tools which are available to make sense of it. This module provides a deeper insight into the use of analytics with big data in a business environment; and, critically, how it can be used to inform strategic decision-making in organisations.

Aims and Objectives

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

  • The different uses of deep data analytics with big data;
  • A range of deep analytic approaches to support business;
  • Ethical and legal issues of data analytics;
  • The impact of data analytics on business strategy and operations.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • Analyse and evaluate data, based on relevant techniques;
  • Apply a range of analytical techniques/approaches to support business.
  • Critically evaluate the appropriate application of different analytics.
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • Think critically and argue effectively;
  • Interpret and analyse quantitative data related to business issues, using big data and appropriate analytical skills;
  • Information technology and computing using analytical software.


Basic principles underpinning big data analytics such as, but not limited to: - Data use in business environments - Deep analytics methods - Strategies to implement data analytics in companies - Ethical issues in using data analytics - Business models using big data.

Learning and Teaching

Teaching and learning methods

• Lectures • Problem solving sessions • Case studies • IT Lab sessions

Independent Study70
Total study time100

Resources & Reading list

Kunc, M. (2018). Strategic Analytics: Integrating Management Science and Strategy . 

Richard Vidgen, Samuel N. Kirshner, Felix Tan  (2019). Business Analytics: A Management Approach . 



In-class formative opportunities


MethodPercentage contribution
Report  (4000 words) 100%


MethodPercentage contribution
Report  (4000 words) 100%


MethodPercentage contribution
Report  (4000 words) 100%
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