AF3004 - Business Intelligence and Analytics

What will I learn on this module?

This module is designed to develop your understanding of the role that data and data analytics plays in organisations. The module will introduce you to various data sources. It will empower you to build an understanding of how to collect and analyse data. You will become confident in locating data, interpreting and analysing it to facilitate business decisions.

What and where?
You will consider the different forms of data and learn to recognise data, examining fields, records and tables and carry out searching, filtering and querying. You will receive an introduction to specific databases that are available in the economic arena including an initial introduction to (indicative examples) the Newcastle Business School Trading room, Eurostat, FAME (Financial Analysis Made Easy) and OSIRIS in addition to data sources (including electronic journals) available within the library at Northumbria so you can use these throughout your career. You will learn how to locate company, industry, market and country reports.

Analysing the data
You will also build simple models in Excel to facilitate the simple analysis of trading and profitability for different organisations. You will receive a basic introduction to Excel covering simple functions such as =COUNT, =MAX, =MIN, =AVERAGE etc. and build formulas to manipulate data. You will learn how to make valid comparisons and recommend appropriate business decisions.

Presenting the data
You will learn how to present to an audience in such a way that they can understand the key findings you have discovered. You will learn about different graphs/charts and how to present them appropriately.

Employment in data
This section briefly considers employment roles/tasks within the data and analytics fields e.g. being a Data Officer and how data is handled within organisations in line with data protection legislation such as GDPR.

How will I learn on this module?

A range of teaching and learning approaches will be applied in this module. You will attend a mixture of lectures and workshops. Although a focus will be on demonstrating/illustrating, certain databases, you will be encouraged to use those that are relevant to your particular field (accounting finance or economics). You will also build excel examples to analyse data within your groups. You will be encouraged to generate ideas throughout and be given many opportunities to put these into action. A key focus is on presenting and communicating the findings of data searches/analyses.

At the start of the module you will be provided with a teaching and learning plan (TLP) which details the structure and content of the module on a week by week basis. Here you will also find weekly directed support and details of databases to familiarise yourself with.

The module assessment centres on data analysis and legal aspects. This will involve an individual professional report involving both data collection and analysis comparing companies within the same industry or organisations within the same sector. As part of this report, you will also be required to prepare a short individual reflective piece of your data journey throughout the module, which maps your own personal development and experiences.

How will I be supported academically on this module?

You will be supported throughout by the module teaching team who are available to answer your questions either in person or by email. You are encouraged to contact a member of the tutor team for additional support and guidance as necessary throughout the programme either individually or as part of your team. Due to the practical nature of the workshops, the teaching team members will facilitate and provide regular formative feedback to ensure that you are making progress throughout. At least one of the seminars will be dedicated to giving you a formative feedback on the requirements of the assignment and advice.

Your module is supported by the e-learning portal, which includes lecture and workshop material as well as additional resources for independent study. Your lectures will be recorded and uploaded to the e-learning portal which you will be able to access to consolidate your knowledge and develop understanding. Your electronic reading list includes core material to support your lectures/seminars.

What will I be expected to read on this module?

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at:
(Reading List service online guide for academic staff this containing contact details for the Reading List team –

What will I be expected to achieve?

Knowledge & Understanding:
• You will build an appreciation of all the different data sources, which are accessible from the university and develop an understanding of how to analyse and interpret data in different practical situations (ML01)

Intellectual / Professional skills & abilities:
• You will develop professional communication and presentation skills, which are appropriate to the data sets you have researched and analysed. You will learn how to present your material in a clear and professional manner (ML02)

• Throughout the module you will reflect on your own understanding of data and experiences by the preparation of your reflective journal (ML03)

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):

• You will develop your enquiry and awareness of legislation that governs data processing and data handling in organisations. (ML04)

How will I be assessed?

Formative assessment:
You will receive weekly formative feedback throughout the module from the teaching team on the analysis, interpretation and presentation of data.

Summative assessment:

The module assessment centres on data analysis and legal issues. You will produce a professional 2,500 words written report of findings involving both data collection and analysis from a given case study, including a discussion of relevant GDPR implications. This report will include a short reflective journal based on your understanding and experiences of collecting, analysing and interpreting data.
(ML01, ML02, ML03, ML04)





Module abstract

You will understand why data analytics is so important and how its use can inform business decisions. This module will provide you with the means to locate and make use of different types of data sources and provide a greater understanding of how data legislation applies to organisations. This will be particularly invaluable for modules later on in your studies where you need to research data sources and carry out an analysis of data involving (for example) companies or organisations. This will be useful to you from a research perspective, familiarising yourself with data technology and data collection, helping with other assessments and projects in addition to making yourself more employable because you will always know where to go to find data, how to analyse it and how to present it. The module will provide you with an essential lifelong skill helping you in different situations both with studying and employment. Welcome to the wonderful world of data!

Course info

UCAS Code N775

Credits 20

Level of Study Undergraduate

Mode of Study 1 year full-time followed by a further 3 years full-time study or 4 years with a placement (sandwich)/study abroad

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Start September 2024 or September 2025

Fee Information

Module Information

All information is accurate at the time of sharing. 

Full time Courses are primarily delivered via on-campus face to face learning but could include elements of online learning. Most courses run as planned and as promoted on our website and via our marketing materials, but if there are any substantial changes (as determined by the Competition and Markets Authority) to a course or there is the potential that course may be withdrawn, we will notify all affected applicants as soon as possible with advice and guidance regarding their options. It is also important to be aware that optional modules listed on course pages may be subject to change depending on uptake numbers each year.  

Contact time is subject to increase or decrease in line with possible restrictions imposed by the government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors if this is deemed necessary in future.


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