Module details for Applied Analytics: Case Studies




The aim of this module is to consolidate students’ knowledge in applied analytics to analyse human behaviours and UX, based on provided case studies. The case studies will highlight the limitations of the state of the art, or novel use of the latest theories and technologies.

Learning Outcomes

By the end of this module the student should be able to:

1.  Understand the components comprising state-of-the-art analytics engines through case studies (games, cybersecurity, Amazon, Facebook etc.), and understand how they have been used to gain insights into human behaviour.

2.  Understand how emerging technologies in conjunction with user generated data can be applied in various and/or novel domains (e.g. games, food, counselling) to answer questions regarding UX, human behaviours and responses.

3.  Using applied analytics for the investigation of big data sets with awareness of ethical procedures and with awareness of biased data.

Indicative Content

1 Biases in data and systems

Misrepresentations of data and unfair technology (e.g. biometrics) e.g. google face recognition and AI tools as an addictive and persuasive technology. Unconscious bias (unsuccessful case studies) and learning from our mistakes.

2 State of the Art Case Studies

Understand the limitations of the state of the art, and novel use of the latest theories and technologies. Advanced research methods used in case studies highlighting the convergence of Data/AI for UX or applied psychology. Case studies will be drawn from the Health & Social Care, Games, Food & Agri-Tech, Cybersecurity and emerging sectors such as E-sports.

Teaching and Learning Work Loads

Teaching and Learning Method Hours
Lecture 12
Tutorial/Seminar 0
Practical Activity 36
Assessment 80
Independent 72
Total 200

Guidance notes

SCQF Level - The Scottish Credit and Qualifications Framework provides an indication of the complexity of award qualifications and associated learning and operates on an ascending numeric scale from Levels 1-12 with SCQF Level 10 equating to a Scottish undergraduate Honours degree.

Credit Value – The total value of SCQF credits for the module. 20 credits are the equivalent of 10 ECTS credits. A full-time student should normally register for 60 SCQF credits per semester.


We make every effort to ensure that the information on our website is accurate but it is possible that some changes may occur prior to the academic year of entry. The modules listed in this catalogue are offered subject to availability during academic year 2021/22 , and may be subject to change for future years.