"Understanding technologiestoday to help your companyachieve a better tomorrow."

Alain Chong
Representative Faculty

Professor Alain Chong

PhDs University of Nottingham, UK/Multimedia University, Malaysia/ Professor of Information Systems/ Dean of Graduate School

Prior to joining University of Nottingham Ningbo China, he was a postdoctoral research fellow in the Department of Industrial and Systems Engineering at the Hong Kong Polytechnic University. His fellowship was funded by the competitive Hong Kong Polytechnic University Postdoctoral Fellowships Scheme. Alain is also a visiting fellow at Greenwich University (U.K.) and SIRC Research Associate at Nanyang Technological University, Singapore. 


This module provides an overview of the characteristics of digital economy and how managers can make use of various e-business strategies such as versioning, online pricing, and personalization to help improve their business performances. Big data concepts will be introduced and trainees will learn how to assemble and lead a data science enterprise even they have never worked in data science before. Trainees will be introduced to big data analytics and learn how data scientists describe, data set and make appropriate business strategy recommendations, predict, and inform business decisions in different areas of businesses such as marketing, human resource, and operations. Relevant consumer theories that can inform and guide data analytic strategies will also be discussed.

Who should attend

  • Executives, senior and middle managers
  • Stakeholders
  • Business Analyst

How You Will Benefit

After completion of the module, trainees should be able to:

  • Describe the role data science plays in various contexts
  • Understand the key terms and tools used by data scientists
  • Identify a successful and an unsuccessful data science project
  • Understand how data is used to describe, explain, and predict business activities and performances
  • Develop best practices for using data to prescribe more effective business strategies
  • Use big data to optimize marketing, maximize revenue, make operations efficient, and make hiring and management decisions
  • Understand patterns and regularities in consumer behaviour on major online channels
  • Understand relevant data analytical methods and techniques that can be used to analyse consumer behaviour
  • Understand opportunities of leveraging emerging technologies to influence consumer behaviour
  • Formulate appropriate strategies and interventions to influence consumer behaviour that are theory-guided and culturally-sensitive

Key Focus

  • From information technology to data technology – how to formulate strategies in digital economy
  • Big Data concepts and applications
  • Data Analytics – making data driven business decisions
  • Data Analytics Simulation – strategic decisions making
  • User web behaviour and analytics
  • Consumers’ social media behaviour and analytics
  • Consumer behaviour in using mobile and emerging technologies
  • The roles of Blockchain and Artificial Intelligence in analytics and businesses
  • Opportunities from emerging digital technologies

Contact Us

Executive Education 

Room 361, Trent Building, University of Nottingham Ningbo China, 199 Taikang East Road Ningbo, 315100  Tel: +86 (0)574 8818 0000-8812    Email: ExecEd@nottingham.edu.cn