INFS3603 Individual Assignment
UNSW Business School/
Information Systems and Technology Management
Case Study – Getting the Next Swipe: Improving
Customer Loyalty for OCBC Bank Credit Cards
Type Written Report Weighting 15%
Due 4:00 pm Friday, 23 June
(week 4)
Length A maximum of 1200 words
Description This assignment is intended to assess your ability in identifying and
articulating a business problem and selecting an appropriate analytics method
to address the business problem.
Learning
Outcomes
• CLO1: Critically evaluate the role of data in supporting management
decision-making and gaining competitive advantage.
• CLO2: Discuss and evaluate the Business Analytics framework,
techniques and tools used in gathering, analysing and managing data
and apply them to enhance decision-making.
• CLO4: Investigate the challenges, critical factors and organisational
impacts associated with being business analytically capable.
• CLO6: Research the emerging and global trends of business analytics
tools and practices in industry.
Assessment
Instructions
1. Instructions:
In the first lecture, we introduced an analytics methodology (i.e., CRISP-DM),
which outlines a process of developing an analytics solution. The first step in
the process, as indicated by the methodology, is to develop a business
understanding. As a data analyst, you should take the time to fully understand
the problem that the business is trying to solve. Only by doing so, will you be
able to identify relevant data and appropriate analytics methods that may help
address the issue.
This assessment is related to the development of business understanding in
developing an analytics solution. Based on your reading of the HBP case –
Page 2 of 4
“Getting the Next Swipe: Improving Customer Loyalty for OCBC Bank Credit
Cards”, complete the following:
• Identify and discuss a primary business problem that is faced by OCBC
bank.
• Develop three research questions that may help you to gain insights
into the business problem OCBC bank is facing.
• Discuss how descriptive (e.g., data visualisation), predictive, and/or
prescriptive analytics may enable you to answer those research
questions.
• Discuss the potential challenges OCBC bank may face when
implementing the analytics project.
A dataset has been provided to help you gain a better understanding of the
business context and customise your answers. Please note: NO data
analysis is expected to be conducted in this assignment.
2. Presentation style/format: The assignment needs to be typed in the
following format: Font size 12 point, spacing 1.5, left and right margins set
at 2.54 cm. The pages need to be numerated. It should be written using
correct spelling, grammar and punctuation. Harvard referencing is
required. Please apply the following file naming conversion for your
submission file, which includes the course code, the code of the tutorial
session you’re enrolled in, your zID and your full name:
INFS3603_W15A_z1234567_Jacky Mo
3. Supporting resources: Topics covered and activities performed in weeks
one to four may help in completing the assessment.
For guidance and support on writing a report, go to:
• The UNSW Business School student site document for writing reports.
(https://www.business.unsw.edu.au/Students-
Site/Documents/Writingareport.pdf)
• The UNSW Sydney Learning Centre page for report writing support.
(https://student.unsw.edu.au/writing)
• Smarthinking – accessible via
https://student.unsw.edu.au/smarthinking
(Smarthinking is UNSW's officially sanctioned online writing support
platform made available to you in this course. You can access
Smarthinking to receive comprehensive feedback on the quality of your
Page 3 of 4
writing (e.g. clarity of ideas, organisation, grammar) from a
Smarthinking tutor).
Submission
guidelines
This assessment will be submitted through Turnitin under the Assessments
Hub on Moodle page.
Assessment
criteria
Inquiry (30 marks): Inquiry is a systematic process of exploring issues, objects
or works through the collection and analysis of evidence that results in
informed conclusions or judgments. Inquiry includes appropriate problem
definition that demonstrates a good understanding of the existing knowledge
and views on the topic.
Analysis and Conclusions/Challenges (50 marks): Analysis is the process of
breaking complex topics or issues into parts to gain a better understanding of
them, which should lead to logical conclusions. Your conclusions should
provide a synthesis of key findings drawn from research/evidence with a
critique of the process or evidence on how results apply to the specific
business case.
Written Communication (20 marks): Written communication is the
development and expression of ideas in writing. Written communication
involves learning to work in many genres and styles. It can involve working
with many different writing technologies, mixing texts, data, and images.
See APPENDIX for Marking Rubrics.
Feedback Feedback will be provided by Friday, 14 July (Week 7) with comments on the
assessment criteria.
Page 4 of 4
APPENDIX
Marking Rubric: Individual Assignment
STANDARDS
Assessment
Criteria
High Distinction (HD)
85–100 marks
Distinction (DN)
75-84 marks
Credit (CR)
65-74 marks
Pass (PS)
50-64 marks
Fail (FL)
>50 marks
Criterion 1
Inquiry
30 marks
Synthesises in-depth
information from
relevant sources
representing various
points of
view/approaches on an
in-depth, focused, and
manageable business
problem.
Presents in-depth
information from
relevant sources
representing various
points of
view/approaches on a
focused and
manageable business
problem.
Presents information
from relevant sources
representing limited
points of
view/approaches on a
narrowly-focused
business problem.
Presents information
from irrelevant
sources representing
limited points of
view/approaches on a
problem that is wide-
ranging and too
general.
Presents information
without sources on a
topic that is unrelated
to the task.
Criterion 2
Analysis and
Conclusions
50 marks
Organises and
synthesises evidence to
reveal insightful
discussions related to
the business case,
stating a conclusion that
is a logical extrapolation
from the inquiry
findings, whilst insightful
discussing relevant and
supported limitations
and challenges.
Organises evidence to
reveal important
discussions related to
the business case,
stating a conclusion
focused solely and
responding to the
inquiry findings, whilst
discussing relevant and
supported limitations
and challenges.
Whilst the organised
evidence may not be
effective in presenting
the discussions
related to the
business case, it
states a general
conclusion that is
applicable beyond the
inquiry findings, and
presents relevant and
supported limitations
and challenges.
Lists evidence, but it
is not organised
and/or is unrelated to
the business case,
stating an ambiguous,
illogical, or
unsupportable
conclusion from
inquiry findings whilst
presenting limitations
and challenges which
are possibly irrelevant
and unsupported.
There is no or
unrelated evidence,
not stating any
conclusion from
inquiry findings, whilst
not presenting
limitations and
challenges.
Criterion 3
Written
Communication
20 marks
Uses appropriate,
relevant, and compelling
content to illustrate
mastery of the subject,
conveying the writer's
understanding, and
shaping the whole work,
using graceful language
to skillfully communicate
meaning to readers with
clarity and fluency, and
is virtually error-free.
Uses appropriate,
relevant, and
compelling content to
explore ideas within the
context of the discipline
and shape the whole
work, using
straightforward
language, with few
errors, that generally
conveys meaning to
readers.
Uses appropriate and
relevant content to
develop and explore
ideas through most of
the work, using
language that
generally conveys
meaning to readers
with clarity, although
writing may include
some errors.
Uses appropriate and
relevant content to
develop simple ideas
in some parts of the
work, using language
that sometimes
impedes meaning
because of errors in
usage.
Uses inappropriate
and irrelevant content
to develop ideas in
parts of the work,
using language that
constantly impedes
meaning because of
errors in usage.