nl en

Business Analytics (Campus The Hague)


Admission requirements



The field of business analytics plays an increasingly important role in business. With the help of large amounts of information ("big data"), companies try to arrive at informed decisions and insights. Analyzing data can offer companies numerous benefits, such as increasing profits, or better aligning policies with customer needs. This happens not only in the world of marketing analytics, but also in the financial domain ("financial analytics") and in many other domains (for example, "legal analytics" or "sports analytics "). Various appealing examples will be discussed during this course.

This course provides an introduction to the field of business analytics from a business science perspective. In addition to theory, a lot of attention will be paid to practical situations where you get acquainted with various issues that companies face and with typical datasets that companies have in their hands. You actually get started and use simple tools to answer relevant questions in an insightful way. During the working groups we will focus on data visualization and some other analysis techniques of which text analysis is an appealing example.

Prior knowledge of methods and techniques is not required. The course is an introduction to business analytics. The emphasis is on raising awareness of the relevance of business analytics and how to deal with statistics in an insightful way to answer relevant business science questions.

Course objectives

Goal(s) of the course:
After completing the course, you have acquired the following qualifications:

  • The student can explain what business analytics entails and how organizations can benefit from it.

  • The student can explain what the trends and developments are in the field of business analytics.

  • The student can summarize and visualize data with suitable tools.

  • The student can select and apply the right method for analytics issues in areas such as sales, finance and marketing.


Check website.

Mode of instruction


  • Number of 2 hours: 7

  • Teacher(s): dr. P.W. van der Zwan

  • Required preparation by students: will be announced in the syllabus.


  • Number of 2 hours: 7

  • Teacher(s): dr. P.W. van der Zwan

  • Required preparation by students: is prescribed per week (see syllabus).

Assessment method

The final grade of this course consists of the following two mandatory parts:

  • Written exam (60%)

  • Weekly assignments in groups (40%)

Due to the group assignments, inflow after the first week is no longer possible.
Compensation for the two partial grades is possible provided that a minimum of 5.0 has been obtained for the exam.
The written exam concerns the final test of the course and is the only part of the partial tests that can be retested. The figure of the weekly assignments counts at the time of the resit, but then expires (partial grades remain valid only during the academic year).

An assignment is to be handed in every week. The details will be published in the syllabus of this course.

Areas to be tested within the exam
The exam material includes the mandatory literature (as indicated in the syllabus), and everything that has been covered during lectures and working groups.

Reading list

Mandatory literature

  • Information about the book to be purchased can be found on the Brightspace page of this box.

  • Software: access (-code) is provided at the beginning of the course


The registration is via uSis.


  • Course coordinator: dr. P.W. van der Zwan;

  • Work address: Steenschuur 25 in Leiden (B2.30);

  • Accessibility: Monday to Friday from 9:00 am to 5:00 pm;

  • Telephone: 071 – 527 8560;

  • E-mail:


  • Institute: Fiscal and Economic Subjects;

  • Department: Business Administration;

  • Address secretariat: Steenschuur 25 in Leiden (B2.26);

  • Opening hours: every working day (except Wednesday) from 9.00 am to 5.00 pm;

  • Telephone secretariat: 071 – 527 7851;

  • E-mail: