NBS8641 Data Analytics for Business Insights Assessment Brief Semester 1 2025-26 - The Complete Academic Support Hub

Assessment Brief

Module Code:	NBS8641
Module Title:	Data Analytics for Business Insights
Assessment Type:	Individual 2000 word Report (Module weightage: 100%)
Semester:	Semester 1
Academic Year:	2025-26
Credits and Level	10 Credit module, offered at Level 7
Hand in Date:	Deadline: January 7^th, 2026 by 12 noon

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Module Learning Outcomes

Intended Knowledge Outcomes

Appreciate the value of analytical capability as an organisational asset.
Evaluate a potential range of solutions from the application of data analytics.
Defend the need for effective and planned organisational data collection.

Intended Skill Outcomes

Apply appropriate data analytics knowledge and skills to enhance the capability to realise organisational benefits from data.
Interpret business problems and opportunities using data analytics to organise, manage, critically analyse, visualise and communicate complex issues effectively.
Build appropriate models to increase informed decision-making capability.

Introduction & Background

You are required to use the analytical tools taught during the module to produce a management report of 2,000 words with insights into a set of data within a particular business context. The dataset will be made available towards the end of the semester.

Company and Dataset Background

The New-Peth Shoes Ltd.^[1] is an SME, based in Morpeth Northumberland, that operates online by selling, both, locally produced and imported branded shoes. The business has ambitious growth plans in rivalling some of the high street shoe stores, but due to lack of internal expertise in analytics and data driven decision making, the owner is struggling to make informed business decisions.

You have been contracted as a Business Analyst in the company and your first assignment is to produce a 2000 word comprehensive analytics report addressing the following:

Dashboard: providing an ‘on message’ overview of the business performance, highlighting what you consider are key performance indicators (KPI’s) for this business. The actual dashboard should be capable of fitting onto one page in either portrait or landscape. [10%]
Data driven Business Intelligence (BI) Insights, visualisations and analysis: You are required to use your knowledge and data analysis skills to develop a range of business insights, with accompanying visualisations and narrative. Your choice of the most significant elements to analyse will be driven by what you consider the New-Peth shoes could do to be successful in terms of their growth aim. There needs to be clear evidence of the rationale (reason) for including a particular insight and key visuals must be integrated into the main body of the report. [40%]
Recommendations: as part of this section, you are expected to develop strategic forward thinking recommendations for New-Peth Shoes based on your previous analyses (in parts a) & b) above) and orientated towards the strategic intent of growth. Any recommendation made must be based on data analysis. [30%]
Organisation & Presentation: 10% is dedicated towards the executive summary, overall structure, organisation, and professional presentation of the report. A clear and organised report structure along with professional presentation standards will determine the level of mark awarded under this section. [10%]
Data cleaning and/or data preparation steps adopted in the production of the report to ensure the integrity of the data. This should be submitted as Appendix A of the report. [10%]

Submission instructions, structural guidelines and other information

This is a practical report and therefore does not require the use / inclusion of academic based reference material, with the potential exception of supporting recommendations.
If you do use reference materials to support your work then please ensure you follow the University referencing guidelines, essentially Harvard referencing.
A 2000-word (+/-10%) report must be submitted via Turnitin link provided on Canvas.

You are advised to use screenshots of your visuals and submit your document as a pdf. You are not advised to use the publish feature in tableau to create the visuals to include in your report nor submit in a word format.

The report must include one dashboard (screenshot) summarising business performance on a range of key metrics.

What is excluded from the wordcount: Cover Page, Executive summary, Content list, Reference list, Appendices, Visuals (Figures and Tables).
Appendices. Appendix A must be used for the data prep and cleaning element – e) above. Other appendices can be included if necessary, but key visuals MUST be integrated into the report.
Formative Feedback: formative feedbacks will be provided to students based on generic and individual questions during designated assignment support sessions. There will be dedicated assignment support sessions in addition to synchronous taught sessions.

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Marking Criteria

Criteria	Does not meet Standards		Meets Standards		Exceeds Standards
	0-39%	40-49%	50-59%	60-69%	70+%
a) Dashboard [10%]	The dashboard shows little imagination, is rudimentary in design and lacks clarity.	The dashboard shows some imagination but is rudimentary in design and lacks clarity.	The dashboard shows imagination, demonstrates reasonable design, and has some clarity.	The dashboard is imaginative, demonstrates good design, and has clarity.	The dashboard demonstrates flair and creativity and is clearly ‘on message’
b) Data driven Business Intelligence (BI) Insights, visualisations and analysis [40%]	A poor standard of BI selection, visualisation and analysis that appears to be a cursory attempt and does not address the requirement.	An inadequate standard of BI selection, visualisation and analysis that appears to be rather simplistic and presents very little decisionmaking insights.	Adequate standard of BI selection, visualisation and analysis that appears to be acceptable and presents moderate decision-making insights addressing key areas.	Very good BI selection, visualisation and analysis that appears to be appropriate to the degree level. Innovative calculations/visuali sations were used to generate creative decision making insights addressing key business areas.	Excellent BI selection, visualisation and analysis that presents visionary analytics and visually appealing results. Innovative calculations were used to generate professional level decision making insights, addressing all key business areas.
c) Recommendations [30%]	Little or no synthesis of findings. No clear strategic recommendations. No understanding of data driven business intelligence concepts.	Weak synthesis of findings. No clear strategic recommendations. Little understanding and application of data driven business intelligence concepts.	Moderate synthesis of findings. Strategic recommendations have weak business purpose. Moderate understanding and application of data driven business intelligence concepts.	Good synthesis of findings. Strategic recommendations have strong business purpose. Good understanding and application of data driven business intelligence concepts.	Excellent synthesis of findings. Strategic recommendations have visionary business purpose. Creative understanding and application of data driven business intelligence concepts.
d) Report structure, organisation, and presentation [10%]	The structure lacks coherence. There are many grammatical errors, and the presentation is visually unappealing.	The structure has some coherence, with some grammatical errors. Presentation lacks any professionalism or impact.	The structure is coherent with few errors. Presentation is semi-professional and has some impact but lacks consistency in places.	The structure is very coherent and easy to follow, with minimal to no errors. Presentation is professional throughout with a high-level impact.	The structure is excellent, report is developed to an exemplary standard. High visual impact with extensive professional presentation.
e)Data cleaning and data preparation [10%]	Clear lack of appreciation of the need for data preparation and lack of practical cleaning steps.	Lack of appreciation of the need for data preparation and some practical cleaning steps.	some appreciation of the need for data preparation and a range of practical cleaning steps.	Good appreciation of the need for data preparation and a range of practical cleaning steps.	Excellent and imaginative appreciation of the need for data preparation and a range of practical cleaning steps.

[1] Please note that a fictional company name was used to develop a business case and it does not exist in real life. Please do not associate this company with similar names as otherwise quality of your analysis and recommendations will suffer.

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