Competencies and objectives

 

Course context for academic year 2025-26

This course covers the collection, management, and analysis of large volumes of data ("big data") using models aimed at supporting business decision-making. To achieve this, students will develop the ability to use a set of statistical tools and rely on specialized software for these activities, enabling them to produce highly useful analyses and results.

The course will have a practical orientation. It will address the three main challenges of business data analysis: knowing what data to collect (from official and accounting records, surveys, social media, purchase histories and inventories, market quotes, etc.), knowing how to analyze and extract insights from that data, and knowing how to generate valuable ideas from this information (e.g., to acquire, retain, and build customer loyalty).

Throughout the course, real-world cases will be reviewed in which these strategies have been applied in the fields of Economics, Finance, Marketing, and other business areas. In this way, students will understand the importance of data analysis in today’s world to support decision-making in both daily life and the professional sphere. They will also become aware not only of the tremendous growth of this field in recent years but also of its great potential and opportunities in the near future.

 

 

Course competencies (verified by ANECA in official undergraduate and Master’s degrees) for academic year 2025-26

Transversal Competences

  • CT1 : Leer y comunicarse en el ámbito profesional en un idioma extranjero, en especial en inglés.
  • CT2 : Usar habitualmente las herramientas informáticas así como la tecnología de la información y las comunicaciones en todo su desempeño profesional.
  • CT3 : Capacity for oral and written communication.

 

Specific Competences

  • CE13 : Ser capaz de aplicar las herramientas matemáticas, estadísticas y econométricas adecuadas para el análisis de la empresa y su entorno, a partir de datos de interés económico-empresarial.
  • CE15 : Conocer los factores del entorno que influyen en la competitividad de la empresa para ser capaz de establecer los objetivos de la empresa, identificar sus estrategias competitivas y desarrollarlas, especialmente en los niveles operativo y táctico.
  • CE3 : Entender el entorno socioeconómico, tecnológico, cultural e institucional, las políticas sectoriales, así como su impacto en las relaciones comerciales y financieras, y el comportamiento psicosocial de los clientes.
  • CE4 : Saber elaborar informes de asesoramiento sobre estrategias de las empresas y evolución de los mercados.

 

Competencias Básicas y Generales:>>Generales

  • CG1 : Adquirir capacidad para la búsqueda y análisis de información relevante que permita interpretar la evolución de los mercados de bienes y servicios y formular una estrategia de marketing.
  • CG2 : Adquirir capacidad para el trabajo en equipo y su liderazgo y motivación durante el trabajo profesional en la dirección de marketing.
  • CG5 : Ser capaz de tomar decisiones empresariales y en la dirección de marketing aplicando los conocimientos a la práctica, y haciéndolo desde una perspectiva interdisciplinar e integradora de conocimientos.
  • CG6 : Ser capaz de derivar información relevante imposible de reconocer por no profesionales a partir de datos socioeconómicos.
  • CG8 : Analizar los problemas, en el ámbito de los mercados y el marketing estratégico, con razonamiento crítico, sin prejuicios, con precisión y rigor.

 

 

 

Learning outcomes (Training objectives)

No data

 

 

Specific objectives stated by the academic staff for academic year 2025-26

  • Understand the fundamentals of data analysis using statistical tools and specialized computational software, and recognize its importance in decision-making at both personal and professional levels.
  • Learn to collect, process, and manage structured and unstructured data, including handling large volumes of data (big data).
  • Master techniques and tools for cleaning, preparing, exploring, and analyzing data to turn it into useful and valuable information (Business Intelligence).
  • Develop skills in building and validating models to understand relationships within data and apply predictive analytics to evaluate scenarios and make informed decisions.
  • Identify real-world applications across different contexts, sectors, and industries.

 

 

General

Code: 21533
Lecturer responsible:
Albarrán Pérez, Pedro
Credits ECTS: 6,00
Theoretical credits: 1,20
Practical credits: 1,20
Distance-base hours: 3,60

Departments involved

  • Dept: FOUNDATIONS OF ECONOMIC ANALYSIS
    Area: FOUNDATIONS OF ECONOMIC ANALYSIS
    Theoretical credits: 1,2
    Practical credits: 1,2
    This Dept. is responsible for the course.
    This Dept. is responsible for the final mark record.

Study programmes where this course is taught