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Data Driven Decisions for Business
SUMMATIVE Coursework Assessment Brief
Submission mode: Turnitin online access You have already done task 1 to 3, continue from 4 to 5.
I couldn’t submit this paper last time so no feedback and revise all the previous task based
on the guidelines.
this paper has the same data spreadsheet, please use formulas to get the results.
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1.General Assessment Guidance
Your summative assessment for this module is made up of this Coursework submission whichaccounts for 100% of the marks.Please note late submissions will not be marked.You are required to submit all elements of your assessment via Turnitin online access. Onlysubmissions made via the specified mode will be accepted and hard copies or any other digitalform of submissions (like via email or pen drive etc.) will not be accepted.For coursework, the submission word limit is 2,500 words. You must comply with the word countguidelines. You may submit LESS than 2,500 words but not more. Word Count guidelines can befound on your programme home page and the coursework submission page.Do not put your name or contact details anywhere on your submission. You should only putyour student registration number (SRN) which will ensure your submission is recognised in themarking process.A total of 100 marks are available for this module assessment, and you are required to achieveminimum 50% to pass this module.You are required to use only Harvard Referencing System in your submission. Any content whichis already published by other author(s) and is not referenced will be considered as a case ofplagiarism.You can find further information on Harvard Referencing in the online library on the VLE. You canuse the following link to access this information:You should include a completed copy of the Assignment Cover sheet. Any submission withoutthis completed Assignment Cover sheet may be considered invalid and not marked.
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2.SUMMATIVE Assessment Brief
2.1. Assessment learning outcomes
This assessment is designed to gauge your understanding, skills and application of common data analysis techniques used in business and other organisations today. As such you need to demonstrate your attainment in these areas according to the four Module Learning Outcomes (LOs):
LO1: Critically evaluate the evolving use of data in solving business problems, presentinglogical arguments based on evidence
LO2: Explore how data analytics can be used within a business context
LO3: Critically appraise the presentation of data within a business environment
LO4: Critically evaluate different business analytical techniques as part of planning a dataanalytics initiative.
You have recently been employed as a data analyst in a consultancy called Wood From The Trees (WFTT). The consultancy was established 10 years ago and specialises in helping companies that don’t have the skills available internally to analyse data to support business decision-making. WFTT has successfully established a strong reputation and it is now working with internationally recognised brands.
As WFTT expands, it continues to bring in new employees. The recruitment strategy is to employ less experienced people and give them the support and development they need to succeed in the company. They like recruits to have a broad management experience and not be specialist analysts, because they offer more commercially relevant and actionable recommendations.
As part of the approach to introducing you to how the company works WFTT has asked you to complete a number of tasks to ensure that you have a grounded knowledge and understanding of data analytics and its application in decision-making. This is your opportunity to demonstrate your capability and give your employer the confidence to let you run your own project in the future. The responses to requests detailed below should be included in a summary Microsoft Word report.
In your first week as a junior consultant you have been familiarising yourself with one of WFTT’s major clients, Bangles International Jewellery (BIJ). BIJ operates in multiple country markets across the three continents of Asia, North America and Europe. It does not currently operate in Africa, South America or Australasia. Although a lot smaller, BIJ aims to compete against companies such as Signet, LVMH and Cartier. BIJ sells through a network of distributors and also owns a small number of signature stores in New York, London and Mumbai. It also owns concessions in major airport hubs.
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2.3. Research objectives and tasks
Your line manager is happy with your performance and because you have familiarity with the BIJ data she has asked you to lead the next stage of the project. BIJ invested in a marketing campaign in the UK in May 2021. As part of this, the Director of Product & Marketing has commissioned WTTF to conduct data-driven research. The core business question that the Director wants you, as a business consultant to address is: Did the marketing campaign have a positive impact on sales performance in the UK?
A set of data is available (see module dataset spreadsheet file).
Because this is your first client report for WFTT your line manager has given you additional details regarding the structure and content that she expects to see. This is set out in Section 3 – Report Structure.
You have five tasks to complete for your summative report. The first four are exactly the same as for your formative report and you should update your answers to these tasks based both on feedback on your formative submission together with your own further learning across the module.
Task 1: Introduction and project plan (20 marks)
Summarise what you are going to present in the report and justify your plan for delivering the research project to BIJ. Ensure you also clearly reference a data analytics framework as part of your plan. Finally, specifically explain how data analytics can add value and drive improved business performance for BIJ.