This subject is designed to unlock the creative and critical minds of students, so that they are able to participate in analytics-driven business innovation. The subject will take students from individual creativity and innovation to building these factors across an organisation. Students will learn that creativity, innovation and new business models can be driven by analytics. Students will also explore how creativity and innovation can themselves drive the application of analytics. Ethical business innovation will also be compared to consumerism-driven innovation and other changes in business.