Course Syllabus. BA 4328 Decision Support and Expert Systems Term: Fall 2010 Schedule: Tuesdays & Thursdays 5:30 P.M. 6:45 P.M. Location: SOM 2.

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1 Course Syllabus BA 4328 Decision Support and Expert Systems Term: Fall 2010 Schedule: Tuesdays & Thursdays 5:30 P.M. 6:45 P.M. Location: SOM Contact Information Instructor: Wael Jabr Office: SOM Office Hours: Thursdays 4:30 P.M. 5:30 P.M. or by appointment Please use elearning Phone: (972) Course Pre-requisites, Co-requisites, and Other restrictions BA 4321 Database Fundamentals Knowledge of probability Proficiency in Excel Course Description: This class is really about introduction to data mining and business intelligence (the course title will be changed next semester). This course will focus on extracting business intelligence from firm s business data for various applications, including (but not limited to) customer segmentation, customer relationship management (CRM), customization, product assortment, business process management (BPM) and social networks. The emphasis will be placed on the how aspect how to extract and apply business intelligence to improve business decision making. Various business intelligence software and techniques (primarily data mining techniques such as clustering, classification and personalization) will be covered. Throughout the class business secrets of market leaders such as Amazon, Facebook, Google, Netflix, and Walmart will be revealed. The class roughly consists of three parts: theories, methods and applications of business intelligence. In Part I, we will discuss general theories of business intelligence including problem, process and evaluation of data mining. Part II covers many popular businesslike intelligence/data mining methods such as association rules, decision tree, neural network, clustering and classification. In Part III, we will look into special applications, topics of which include personalization, customer relationship management, market data analysis, collaborative filtering and web mining. We will discuss the inner workings of the methods to the level necessary to develop an understanding of when and how to use each technique. Students will also acquire hands-on experience working in teams and using state-of-the-art software (XLMiner) to develop data mining solutions to business problems. Student Learning Objectives/Outcomes Fully appreciate the concept of data as a strategic resource; Use existing database query tools for data/information extraction; Identify how and when data intelligence can be used as a problem-solving technique; Describe different methods of data intelligence; Select an appropriate data mining technique for a specific problem; Use existing BI software (XLMiner) to mine a prepared data set; and Interpret and evaluate the results of business intelligence tools. Course Syllabus Page 1

2 Highly Recommended Textbook Data Mining for Business Intelligence: Concepts, Techniques, and Applications in Microsoft Office Excel with XLMiner by Galit Shmueli, Nitin R. Patel, and Peter C. Bruce Required Course Materials Microsoft Excel XLMiner Add-on to Microsoft Excel (bundled with the textbook listed above) Assigned Articles available on elearning A1: BI market share an IDC Report A2: Business Intelligence: put information to work from Economist. A3: Sysco Business Intelligence, HBR case A4: Advanced business intelligence at Cardinal health, from MISQ Executive A5: Your Loyalty Program Is Betraying You, HBR case A6: Competing on Analytics, HBR case A7: How Valuable is Word of Mouth, HBR case A8: Nudge Your Customers Toward Better Choices, HBR case A9: Just For You Recommender, ACM article A10: The right way to manage unprofitable customers, HBR April A11: Search Engine Advertising, ACM article A12: Dark side customer analytics, HBR article A13: Personalization Technologies ACM article Data The data we will be using for projects can be found on elearning. Course Syllabus Page 2

3 COURSE POLICIES Overview: The course will be run as a mixture of lectures, in-class demonstrations, assignments, and student presentations. Readings will generally be taken from the required text and the assigned materials, together with tutorials and notes. Some material will be covered only in readings; other will be covered only in lectures which may depart from the text in either content or order. To maximize learning, classroom discussion and the amount of time spent on different topics will be adjusted according to the background and interests of the students. Readings & Presentations: Each week we will discuss one (occasionally 2) of the assigned articles. Student(s) will lead the discussion, which will be counted as presentation points. You are also encouraged to come up with your own interesting topics (e.g. your company s use of BI/DM, BI/DM market in DFW area, demo on Business Objects, etc). At the beginning of the semester, students are required to select Three readings they would like to present by filling the Signup sheet available on elearning. Discussion Board: Participation in the Discussion Board of elearning is required. At least 24 hours prior to the discussion of a reading, each student is required to post at least one question relevant to the reading. Each student in charge of presenting the reading is required to post at least two questions. Everyone is encouraged to reply to these questions. Assignments: Students will complete Four projects that aim at practicing the use of BI tools such as XLMiner. Once completed, the projects will be submitted through elearning unless otherwise instructed; submission of electronic copies by is not acceptable unless prior permission of instructor is obtained. All assignments should be completed on time. Assignments submitted after the deadline will be considered late. A penalty of 20% of the assignment value per day (including weekends) is assessed on late assignments beginning on the day due. Attendance: Your class attendance and participation is highly recommended for this course. Much of the content of course will be covered in class. Your fellow students and I will expect you to come fully prepared. Each student is also expected to actively and constructively contribute to class discussions. Good contributions transcend assigned readings and are inspired, timely, analytical, and relevant to the topics discussed. You might well be aware that studies have shown that students who attend classes score higher on exams and receive significantly better grades. Students can also earn participation credit by drawing attention to related development, information and resources dealing. A 5% of the final grade will be based on your class attendance and active participation, elements that are crucial to the success of class meetings. Attendance refers to punctual attendance. Furthermore, your class participation grade will reflect my judgment of the quality and quantity of your contributions during the entire class. There is no make-up for missed in-class assignments. elearning: The course slides will be posted on elearning at least one day prior to the class session. Most communications for this class will be through elearning. All questions (except those of a personal nature) should be posted on the elearning Discussion Board. elearling Optional Quizzes: I will post optional zes that covers the discussed material. You are highly recommended to take these tests, as they will help you assess your understanding of the material. Changes: The course topics will be covered with different levels of emphasis based upon your prior knowledge. Topics of common interest to all students will be covered in depth. This will cause changes to the course schedule. Changes in assignments or schedules will be posted on ELearning at least two weeks in advance. It is every student s responsibility to keep up with the changes that are posted on ELearning. Check it on a weekly basis at a minimum. Exams and presentations will be scheduled on the dates set at the beginning of the semester unless required by university closing or other force majeure. Exclusions: music players, mobile phones, voice recorders, or cameras are not to be used during class unless prior permission of instructor is obtained. Because such devices create distraction to the individuals using Course Syllabus Page 3

4 them and to the students surrounding them, we would like to keep a relationship of civility and avoid such annoyance to others. Office Hours: Students are strongly encouraged to visit with me in my office and/or use to ask questions, share suggestions about any aspect of the course, or to clear up possible points of confusion. I will use your feedback to continuously improve and fine-tune the coverage levels and the teaching/learning processes. Please note that I may not always be able to make all of the changes suggested, but I will do my best to accommodate your suggestions. Exams: A picture ID will be required for each student. Please bring a half page Scantron sheet (green, # 882- E) and a #2 pencil for each exam. If you have a time conflict, you must notify the instructor in advance for rescheduling consideration. Makeup exams are not allowed unless dictated by university approved excused absences. WORKING TOGETHER on Individual Assignments: This course will have a considerable amount of computing work for application assignments. It is acceptable to work together in how to use computers and applications. Each student, however, is expected to do their own work on the "individual" assignments. Copying another student s work (computer files) or having another person do your work is scholastic dishonesty (see below) and will be dealt with accordingly. Grading Policy Midterm 20% Final 20% Projects 1,2,3,4 (7.5% each) 30% Presentations 1,2,3 (5% each) 15% Discussion Board 10% Participation & Attendance 5% Total 100% Final letter grade use the following scale: A+ > 96.7% B+ > 86.7% C+ > 76.7% D+ > 66.7% F < 60.0% A > 93.3% B > 83.3% C > 73.3% D > 63.3% A- > 90.0% B- 80.0% C- > 70.0% D- > 60.0% GRADING ENVIRONMENT: This class assumes the student is working in a business environment. Considerable attention (and grading premium) will be given to following directions (both written and in class). All assignments will be graded based upon the grading rubric provided along with the assignment requirement sheet. The pace of the course content and assignments is rather fast. This might be overwhelming at times, however, it will be easily feasible if you keep up with the readings and assignments. I assure you that it will be rewarding once the assignments are completed. Course Syllabus Page 4

5 Tentative Schedule & Assignments (Check elearning at least once a week for potential changes) Items A1 through A13 refer to the assigned readings Week Date Description Readings prior to class Submissions on or before next class 1 Aug 19 Class Overview Introduction to Business Intelligence (BI) and Data Mining (DM) Read Syllabus Read Ch1 2 Aug 24 Aug 26 Course Introduction: Myths and Realities about Business Intelligence Data Mining Processes for Business Intelligence XLMiner demo 1 Business Intelligence Software at SYSCO and Cardinal Health Read A1, A2, Read Ch2 Present short cases Install XLMiner 3 Aug 31 Sep 2 Data Extraction and Manipulation: The Relational Database Model Query and Reporting Data Warehousing and OLAP Amazon Recommendation System Read A3, A4 Read Ch3 Start Project 1 Complete the 4 Sep 7 Sep 9 Association and Market-Based Analysis: Association Rule Mining Frequent Itemsets XLMiner demo 2 Grocery store basket analysis Read A5 Your Loyalty Program Is Betraying You Read Ch11 Submit Project 1 Start Project 2 5 Sep 14 Sep 16 Cluster Analysis: Market Segmentation Cluster Validation and Interpretation; KNN Identifying and Pampering Big Spenders in Your Customers Read A6 Competing on Analytics Read A7 How Valuable Is Word of Mouth Read Ch6, Ch12 Complete the 6 Sep 21 Sep 23 Classification Analysis cont d: Decision Tree Analysis Regression Analysis Credit Scoring NBA Analytics Read A8 Nudge Your Customers Read Ch7 Submit Project 2 7 Sep 28 Sep 30 Evaluation: Model Performance Decision Metrics When recommendations go bad: Walmart & the "Planet of the Apes" fiasco Read Ch4 Complete the Start Project 3 8 Oct 5 Oct 7 Review and Q&A Oct 7 Midterm Course Syllabus Page 5

6 9 Oct 12 Oct 14 Recommender Systems: Collaborative Filtering KNN Next Generation Recommender Systems Read A9 Just For You 10 Oct 19 Oct 21 Other Classification Tools: Naïve Bayes Risk Analysis Banking credit risk Read Ch6 Submit Project 3 Start Project 4 11 Oct 26 Oct 28 Customer Relationship Management: Components Customer Lifetime Value Online advertising Read A10 The right way to manage unprofitable customers Complete the 12 Nov 2 Nov 4 Online Analytics: Web Mining and Online Marketing Fraud Detection Why Data Mining Won't Stop Terrorism Read Search Engine Advertising 13 Nov 9 Nov 11 Personalization: Different Approaches The Netflix $1 Million Prize Read The dark side of analytics Read Personalization Techniques Submit Project 4 14 Nov 16 Nov 18 BI in practice: BI Tools SAS Miner SQL Server Complete the 15 Nov 23 Nov 25 Special Topics: Social Networks Risk Management 16 Nov 30 Dec 2 Review and Q&A Dec 2 Final Exam (material covered since Midterm Exam) Assessment Summary Assignments Project 1 due on Sep 9 through elearning Project 2 due on Sep 23 through elearning Project 3 due on Oct 21 through elearning Project 4 due on Nov 11 through elearning Presentation on Week 10 or Week 15 Exams Midterm on Oct 7 at 5:30 P.M. in Class Final on Dec 2 at 5:30 P.M. in Class Course Syllabus Page 6

7 Usual Disclaimers Field Trip Policies Off-campus Instruction and Course Activities Off-campus, out-of-state, and foreign instruction and activities are subject to state law and University policies and procedures regarding travel and risk-related activities. Information regarding these rules and regulations may be found at the website address Additional information is available from the office of the school dean. Below is a description of any travel and/or risk-related activity associated with this course. Student Conduct & Discipline The University of Texas System and The University of Texas at Dallas have rules and regulations for the orderly and efficient conduct of their business. It is the responsibility of each student and each student organization to be knowledgeable about the rules and regulations which govern student conduct and activities. General information on student conduct and discipline is contained in the UTD publication, A to Z Guide, which is provided to all registered students each academic year. The University of Texas at Dallas administers student discipline within the procedures of recognized and established due process. Procedures are defined and described in the Rules and Regulations, Board of Regents, The University of Texas System, Part 1, Chapter VI, Section 3, and in Title V, Rules on Student Services and Activities of the university s Handbook of Operating Procedures. Copies of these rules and regulations are available to students in the Office of the Dean of Students, where staff members are available to assist students in interpreting the rules and regulations (SU 1.602, 972/ ). A student at the university neither loses the rights nor escapes the responsibilities of citizenship. He or she is expected to obey federal, state, and local laws as well as the Regents Rules, university regulations, and administrative rules. Students are subject to discipline for violating the standards of conduct whether such conduct takes place on or off campus, or whether civil or criminal penalties are also imposed for such conduct. Academic Integrity The faculty expects from its students a high level of responsibility and academic honesty. Because the value of an academic degree depends upon the absolute integrity of the work done by the student for that degree, it is imperative that a student demonstrate a high standard of individual honor in his or her scholastic work. Scholastic dishonesty includes, but is not limited to, statements, acts or omissions related to applications for enrollment or the award of a degree, and/or the submission as one s own work or material that is not one s own. As a general rule, scholastic dishonesty involves one of the following acts: cheating, plagiarism, collusion and/or falsifying academic records. Specifically on individual assignments, copying another students computer files or having another person do your work could result a grade of F and/or expulsion from the University. Students suspected of academic dishonesty are subject to disciplinary proceedings. Plagiarism, especially from the web, from portions of papers for other classes, and from any other source is unacceptable and will be dealt with under the university s policy on plagiarism (see general catalog for details). This course will use the resources of turnitin.com, which searches the web for possible plagiarism and is over 90% effective. Use The University of Texas at Dallas recognizes the value and efficiency of communication between faculty/staff and students through electronic mail. At the same time, raises some issues concerning security and the identity of each individual in an exchange. The university encourages all official student correspondence be sent only to a student s U.T. Dallas address and that faculty and staff consider from students official only if it originates from a UTD student account. This allows the university to maintain a high degree of confidence in the identity of all individual corresponding and the security of the transmitted information. UTD furnishes each student with a free account that is to be used in all communication with university personnel. The Department of Information Resources at U.T. Dallas provides a method for students to have their U.T. Dallas mail forwarded to other accounts. Course Syllabus Page 7

8 Withdrawal from Class The administration of this institution has set deadlines for withdrawal of any college-level courses. These dates and times are published in that semester's course catalog. Administration procedures must be followed. It is the student's responsibility to handle withdrawal requirements from any class. In other words, I cannot drop or withdraw any student. You must do the proper paperwork to ensure that you will not receive a final grade of "F" in a course if you choose not to attend the class once you are enrolled. Student Grievance Procedures Procedures for student grievances are found in Title V, Rules on Student Services and Activities, of the university s Handbook of Operating Procedures. In attempting to resolve any student grievance regarding grades, evaluations, or other fulfillments of academic responsibility, it is the obligation of the student first to make a serious effort to resolve the matter with the instructor, supervisor, administrator, or committee with whom the grievance originates (hereafter called the respondent ). Individual faculty members retain primary responsibility for assigning grades and evaluations. If the matter cannot be resolved at that level, the grievance must be submitted in writing to the respondent with a copy of the respondent s School Dean. If the matter is not resolved by the written response provided by the respondent, the student may submit a written appeal to the School Dean. If the grievance is not resolved by the School Dean s decision, the student may make a written appeal to the Dean of Graduate or Undergraduate Education, and the deal will appoint and convene an Academic Appeals Panel. The decision of the Academic Appeals Panel is final. The results of the academic appeals process will be distributed to all involved parties. Copies of these rules and regulations are available to students in the Office of the Dean of Students, where staff members are available to assist students in interpreting the rules and regulations. Incomplete Grade Policy As per university policy, incomplete grades will be granted only for work unavoidably missed at the semester s end and only if 70% of the course work has been completed. An incomplete grade must be resolved within eight (8) weeks from the first day of the subsequent long semester. If the required work to complete the course and to remove the incomplete grade is not submitted by the specified deadline, the incomplete grade is changed automatically to a grade of F. Disability Services The goal of Disability Services is to provide students with disabilities educational opportunities equal to those of their non-disabled peers. Disability Services is located in room in the Student Union. Office hours are Monday and Thursday, 8:30 a.m. to 6:30 p.m.; Tuesday and Wednesday, 8:30 a.m. to 7:30 p.m.; and Friday, 8:30 a.m. to 5:30 p.m. The contact information for the Office of Disability Services is: The University of Texas at Dallas, SU 22 PO Box Richardson, Texas (972) (voice or TTY) Essentially, the law requires that colleges and universities make those reasonable adjustments necessary to eliminate discrimination on the basis of disability. For example, it may be necessary to remove classroom prohibitions against tape recorders or animals (in the case of dog guides) for students who are blind. Occasionally an assignment requirement may be substituted (for example, a research paper versus an oral presentation for a student who is hearing impaired). Classes enrolled students with mobility impairments may have to be rescheduled in accessible facilities. The college or university may need to provide special services such as registration, note-taking, or mobility assistance. It is the student s responsibility to notify his or her professors of the need for such an accommodation. Disability Services provides students with letters to present to faculty members to verify that the student has a disability and needs accommodations. Individuals requiring special accommodation should contact the professor after class or during office hours. Course Syllabus Page 8

9 Religious Holy Days The University of Texas at Dallas will excuse a student from class or other required activities for the travel to and observance of a religious holy day for a religion whose places of worship are exempt from property tax under Section 11.20, Tax Code, Texas Code Annotated. The student is encouraged to notify the instructor or activity sponsor as soon as possible regarding the absence, preferably in advance of the assignment. The student, so excused, will be allowed to take the exam or complete the assignment within a reasonable time after the absence: a period equal to the length of the absence, up to a maximum of one week. A student who notifies the instructor and completes any missed exam or assignment may not be penalized for the absence. A student who fails to complete the exam or assignment within the prescribed period may receive a failing grade for that exam or assignment. If a student or an instructor disagrees about the nature of the absence [i.e., for the purpose of observing a religious holy day] or if there is similar disagreement about whether the student has been given a reasonable time to complete any missed assignments or examinations, either the student or the instructor may request a ruling from the chief executive officer of the institution, or his or her designee. The chief executive officer or designee must take into account the legislative intent of TEC (b), and the student and instructor will abide by the decision of the chief executive officer or designee. These descriptions and timelines are subject to change at the discretion of the Instructor. For details, please check the content of the syllabus Course Syllabus Page 9

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