This course teaches students how to use big data in business decision-making effectively. It covers techniques and architecture for managing, processing and analysing massive amounts of structured and unstructured data using advanced big data and AI technologies. Students will learn to utilise big data from sources such as social networks, web traffics, customer interactions, and news media to identify market trends, enhance marketing strategies, and offer personalised offerings and services. By the end of the course, students will have acquired the crucial skills needed to make data-driven decisions in a big data environment.