Data Science & Analytics for Strategic Decisions Programme

Harness the power of data science to uncover actionable insights and transform your organisation’s decision-making

  • Live session with faculty
  • Live sessions with Industry Experts
  • Tools to be taught - XLSTAT, Excel and Tableau
  • Capstone Project
Work Experience



14 Weeks, Online

4-6 hours per week




Any Graduate/ Diploma holder

Applications close on October 6, 2023

Apply before October 6, 2023 and avail a 3% off on the programme fee.
Use code APAC03TA during payment.

Have questions? WhatsApp an Advisor on +65 8014 3066

What You Will Learn in the Programme?

  • Create and implement business strategies leveraging data science.

  • Make data-driven decisions to solve business problems using data insights.

  • Demonstrate how analytics can be combined with experiments to make data-informed recommendations for business growth.

  • Explain the key challenges and risks in data science projects.

  • Evaluate an organisation’s data strategy and recommend ways to achieve a sustainable competitive advantage.

  • Analyse organisational needs and drive business improvement through data science future trends.

Programme Highlights

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100+ Pre-Recorded Video Lectures* from SMU faculty with for self-paced learning interspersed with live lectures from renowned SMU faculty and industry practitioners

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30 **Assignments

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10+ Industry Examples

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6 Discussion Boards

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9+ Case Studies

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3 Live Sessions with Faculty


  • The programme highlights presented above are approximate, and subject to change depending on the availability and expertise of the teaching faculty, as well as the programme's desired outcomes.

  • The programme is designed to be delivered approximately over 9 to 10 months in a calendar year, including some occasional breaks that may be provided. This is only indicative. The actual calendar time may be more or less by a few weeks depending on the number of topics covered and other variables like breaks provided/not provided."

  • **Assignments are reviewed either by success coach who is available to support participants in their learning journey and/or by the Emeritus grading team. The final number of quizzes, assignments and discussions will be confirmed closer to the programme start.

  • *This is a majorly self-paced online programme with some live sessions with programme faculty. Post- session video recordings will be available for up to 12 months after programme completion. We have a curated panel of industry practitioners who will be conducting the weekly live doubt-clearing sessions.

Live sessions on XLSTAT

The live sessions will cover- Installation guide and how to get some basic descriptive statistics? Followed by some demonstration and practice assignments.

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Visualization : Histogram Plots

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Statistics: Correlation Analysis

Tools Covered

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Tableau is a visualization tool that helps analyze data and understand customer preferences.

Microsoft Excel
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Microsoft Excel is a popular spreadsheet program that includes data computation features along with basic data visualization capabilities.

Note: The tools will be taught by teaching faculty, industry practitioners, or linked to relevant knowledge bases for your reference and self-guided learning

Programme Modules

Capstone project

The Capstone Project will give the participants an opportunity to apply the learnings from this course to a key industry or a real-world situation.

Industry Examples

Through real-world examples from multiple industries, you'll see how the theories are put into practice.

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Understand how proprietary data was collected by Facebook for targeted advertising.

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Learn about how Tesla uses Recurrent Neural Networks(RNN) in autopilot cars.

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Understand how AI runs Google Adwords to decide advertisement ranking.

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Learn how Tinder uses the data-enabled network effect for New Smart Photo algorithm.

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Identify how Walmart uses historical data for data-driven predictive technology to predict shopping pattern during natural calamities.

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Understand how Pandora uses data insights to improve their service/product offerings.

Other companies that are included as examples or as use cases in the programme include Apple, Netflix, Google Trends, Spotify, Microsoft etc.

Note: All brand, product and company names are trademarks™ or registered® trademarks of their respective holders. Use of them does not imply any affiliation with, endorsement by, or association of any kind between them and programme owners.

Case Studies

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The Weather Company: Creating Consumer Apps that Leverage Big Data

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Iuiga’s Challenge: Is Omni-Channel Worth It?

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3M Moves to Customer Focus Using a Global Data Warehouse

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Advertising Experiments at RestaurantGrades

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Advertising Experiments at RestaurantGrades

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Digital Transformation of the Certis Group


Data Analytics at DBS Group Audit: The Future of Auditing is Auditing the Future


Stitch Fix: Revolutionizing Personalization with Data


Disney+ and Machine Learning in the Streaming Age

Programme Faculty

SMU-DS - Sandeep R. Chandukala
Sandeep R. Chandukala, PhD

Associate Professor of Marketing

Sandeep serves as Associate Professor of Marketing. Prior to joining SMU, Sandeep worked at 3M and before that he worked as a Jr Faculty Fellow at the Indiana University’s Kel...

SMU-DS - Michelle Cheong, PhD
Michelle Cheong, PhD

Professor of Information Systems (Education); Associate Dean, SCIS Post-Graduate Professional Education; Director, Doctor of Engineering

Professor Cheong has served a variety of academic appointments at SMU since 2005, including as a Lecturer, Assistant Professor and Associate Professor of Information Systems. ...

Hady W. LAUW

Full-time Faculty, Associate Professor of Computer Science; Director, BSc (Computer Science) Programme; Lee Kong Chian Fellow

Hady W. LAUW serves as Associate Professor of Computer Science at the School of Computing and Information System of Singapore Management University (SMU). His research group P...


FULL-TIME FACULTY, COLLEGE OF INTEGRATIVE STUDIES, Professor of Communication & Technology, Vice President, Partnerships and Engagement

Sun Sun Lim serves as Vice President, Partnerships and Engagement at the Singapore Management University where she’s concurrently working as Professor of Communication and Tec...

Who Is This Programme For?

The programme is designed for both tech and non-tech professionals with 6 – 20+ years of relevant work experience—No coding is required; however, a basic knowledge of Excel would be beneficial. Industries and Functions that can benefit include:

Industries: IT, E-Commerce, Computer Software, Finance, Marketing and Advertising, Banking, Education Management, and Management Consulting

Functions: Engineering, Programming, Technology, General Management, Marketing, Finance, Operations, and HR Functions

This programme is especially helpful for professionals who aspire to:

  • Transition into a data-centric senior management role

  • Gather analytical expertise to handle greater responsibilities

  • Utilise predictive models to build effective strategies that address key issues in business operations and product quality

  • Become a leader for sustainable business growth

  • Spearhead complete ownership of key business tasks and understand underlying strategic implications

Past participants of Emeritus work at

Note: *All product and company names are trademarks or registered trademarks of their respective holders. Use of them does not imply any affiliation with or endorsement by them.

Past Participant Profiles

SMU-DS - Countries
SMU-DS - Work Experience
SMU-DS - Industries
Program Certificate

Program Certificate

Upon successful completion of the programme, participants will be awarded a verified digital certificate by Singapore Management University.

What does Emeritus Offer

Stepping into a business leadership career requires a variety of job-ready skills. Below given services are provided by Emeritus, our learning collaborator for this program. The primary goal is to give you the skills needed to succeed in your career; however, job placement is not guaranteed. Emeritus provides the following career preparation services:

●   Resume building videos

●   Interview preparation videos

●   Linkedln profile building videos

●   Interview guidebooks

●   Glossary of resume templates

What is it like to learn with the learning collaborator, Emeritus? More than 300,000 professionals globally, across 200 countries, have chosen to advance their skills with Emeritus and its educational learning partners. In fact, 90 percent of the respondents of a recent survey across all our programs said that their learning outcomes were met or exceeded. All the contents of the course would be made available to students at the commencement of the course. However, to ensure the program delivers the desired learning outcomes, the students may appoint Emeritus to manage the delivery of the program in a cohort-based manner during the course period the cost of which is already included in the overall Course fee of the course. A dedicated program support team is available 7 days a week to answer questions about the learning platform, technical issues, or anything else that may affect your learning experience.

Note: This service is available only for Indian residents enrolled in select Emeritus programmes.

Early registrations are encouraged. Seats fill up quickly!

Flexible payment options available.

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