Data Analytics and Market Sensing

Course Provider

Centre for Professional and Continuing Education ([email protected])


Continuing Education and Training Certificate


From robots and artificial intelligence taking root in the workplace to the coming of age of the Internet of Things (IoT) and Big Data getting bigger, business can expect to see disruptions in industries, sectors and markets. Globalization and the rapid commoditization of goods and services have laid the ground for far more intense disruptions, and no sector or industry or market will be immune to these changes.

Technology will continue to lead the disruption with the coming of age of fields like quantum computing, augmented and virtual reality, blockchains, robotics, etc. New business models will evolve and new businesses will be created, many of which will be involved in the field of advanced manufacturing. For example, smart systems (solutions that incorporate functions of sensing, actuation, and control in order to describe and analyze a situation, and make decisions based on the available data in a predictive or adaptive manner, thereby performing smart actions) will be rolled out to maximize the use of resources, increase productivity and improve business operations.

Many, if not all, businesses will have to adapt to the changes that is happening in their companies. Many will have to embrace the changes, accept that business models and processes have to be responsive and that employees at all levels need to work differently and be vested in its growth and development. Employees will have to change for change sake as they are an essential part of the new normal, for example, as systems become more “sensing”, so too must the employees and the company as a whole. Those that are not adapting and changing will find it hard to remain relevant.

From the services industries to manufacturing, we can expect companies to start leveraging on technology to do things better and increase the value of the firm. The digitization and digitalization of businesses will increase exponentially and some form of data analytics will drive and be a part of the business decision-making process.

As companies work towards remaining competitive, empirical evidence shows that a successful company has an uncanny ability to come up with products and service at the right time and a management team that is able to adapt to changes and is great at implementation.

The objective of this course is to provide a high-level practical overview of data analytics and market sensing from the company’s point of view. This course provides individuals and businesses with templates on how to get involved in data analytics and to be more “sensing”, i.e. being able to seek out opportunities and anticipate threats using sensing tools and methods like data analysis, benchmarking, etc. Quoting Peter Drucker, “What a business needs most for its decisions — especially its strategic ones — are data about what goes on outside it. Only outside a business are there results, opportunities and threats.”

There are two parts to this course:

1. The first part will introduce participants to data analysis, data analytics and business intelligence solutions and approaches. Participants will learn about different “sensing” tools and methods, and how to incorporate them into their day-to-day operations. “Sensing” tools include data analysis and analytics, business intelligence (i.e. market, competitor and customer intelligence) gathering methods, information distribution channels, benchmarking techniques, and many more.

2. The second part will look at managing the “disruption” within the company. Making a company or organization more “sensing”, will involve everyone in the organization, from the receptionist using prepared FAQs and taking feedback from customers to the sales person in the field pitching the company’s products to gathering business intelligence for the corporate network. Getting employees to change and embrace new technologies, and be more sensing will raise new business and operational challenges. The challenge for management will be even greater, not just because the company is embracing new technologies and solutions, but in managing its employees behaviour and expectations in a changed working environment. As companies navigate a more chaotic, and even uncharted, environment, management and staff need new skills to remain relevant. Some of these include
• Understanding new technologies and how to leverage on them.
• Managing expectations and change in the organization.
• Understanding stakeholder’s needs, in particular their Customers.
• Implement and manage knowledge systems, e.g. a Business Intelligence and Data Analytics solutions.
• Understanding different business models.

Through the use of lectures, case studies and group work, participants will understand the different approaches and internalize them.

This course is open to anyone interested in data analytics and market sensing.  It is also for those that want to learn about how to manage change in an organization from a leadership perspective.

Standard Course Fee: S$842.40

SSG Funding Support

 Course fee

Course fee payable after SSG funding, if eligible under various schemes


BEFORE funding & GST

AFTER funding & 7% GST

AFTER funding & 8% GST

Singapore Citizens (SCs) and Permanent Residents (PRs) (Up to 70% funding)




Enhanced Training Support for SMEs (ETSS)



SCs aged ≥ 40 years old
SkillsFuture Mid-career Enhanced Subsidy (MCES)
(Up to 90% funding)

• NTU/NIE alumni may utilise their $1,600 Alumni Course Credits. Click here for more information.

Note: Course fee payment made before 1 Jan 2023 will be subject to GST at 7%, and payment made on or after 1 Jan 2023 will be subject to GST at 8%.

Read more about funding
Francis Tay

Francis Tay

Lecturer, NTU WKWSCI
Founder & CEO, NextGen Ventures Pte Ltd
Director, Singapura Management Pte Ltd

Francis is currently a lecturer at Nanyang Technological University (NTU) Wee Kim Wee School for Communications and Information (WKWSCI), teaching Business Intelligence and Information Entrepreneurship in the Master of Knowledge Management course.  His courses are also taken up by students reading for their Master of Information Systems, Master of Information Studies and Master of Mass Communications.  He has also taught Organizational Leadership and Information Sources and Services in the Master of Information Studies course.  He has been teaching at NTU for more than 10 years.

Francis has authored three books “Latent Factors”, “Turning Good Ideas into Great Businesses” and “Picking Winners”.  The first two books focus on business advantages and financial models and the third book is on market intelligence and building up market and sector models for benchmarking analysis.  His market intelligence and benchmarking portal – - was developed as a real-time update for “Picking Winners”.

He is concurrently a Director at Singapura Management Pte Ltd, a corporate services company providing bookkeeping, tax and other services to local and foreign SMEs.  He founded NextGen Ventures Pte Ltd, an equity investment company that focuses on technology and Internet-related businesses.  He has held senior positions in government and government-linked organizations.

Francis obtained his Honours degree from NUS, majoring in Economics and Computer Science & Applications, and his Master of Science in Management (Sloan Fellowship) from the London Business School in the UK.  Francis served 5 years on the National Youth Council’s Singapore Youth Awards (SYA) Entrepreneurship committee and has provided mentorship to companies and others under various business programmes at universities and start-up accelerators.