THE INTEGRATION OF INNOVATIVE DATA MINING AND DECISION-MAKING TECHNIQUES IN THE CONTEXT OF HIGHER EDUCATION IS A BOLD INITIATIVE TOWARDS ENHANCED PERFORMANCE. PREDICTIVE AND DESCRIPTIVE ANALYTICS ADD INTERESTING INSIGHTS FOR SIGNIFICANT ASPECTS THE EDUCATION. THE PURPOSE OF THIS ARTICLE IS TO SUMMARIZE A NOVEL APPROACH FOR THE ADOPTION OF ARTIFICIAL INTELLIGENCE (AI) TECHNIQUES TOWARDS FORECASTING OF ACADEMIC PERFORMANCE. THE ADDED VALUE OF APPLYING AI TECHNIQUES FOR ADVANCED DECISION MAKING IN EDUCATION IS THE REALIZATION THAT THE SCIENTIFIC APPROACH TO STANDARD PROBLEMS IN ACADEMIA, LIKE THE ENHANCEMENT OF ACADEMIC PERFORMANCE IS FEASIBLE. FOR THE PURPOSE OF THIS RESEARCH THE AUTHORS PROMOTE A RESEARCH IN SAUDI ARABIA. THE VISION OF THE KNOWLEDGE SOCIETY IN THE KINGDOM OF SAUDI ARABIA IS A CRITICAL MILESTONE TOWARDS DIGITAL TRANSFORMATION. THE HUMAN CAPITAL AND THE INTEGRATION OF INDUSTRY AND ACADEMIA HAS TO BE BASED ON HOLISTIC APPROACHES TO SKILLS AND COMPETENCIES MANAGEMENT. ONE OF THE MAIN OBJECTIVES OF AN ACADEMIC DECISION MAKER IS TO ENSURE THAT ACADEMIC RESOURCES ARE ADEQUATELY PLANNED AND THAT STUDENTS ARE PROPERLY ADVISED. TO ACHIEVE SUCH AN OBJECTIVE, AN EXTENSIVE ANALYSIS OF LARGE VOLUMES OF DATA MAY BE REQUIRED. THIS RESEARCH DEVELOPS A DECISION SUPPORT SYSTEM (DSS) THAT IS BASED ON AN ARTIFICIAL NEURAL NETWORK (ANN) MODEL THAT CAN BE DEPLOYED FOR EFFECTIVE ACADEMIC PLANNING AND ADVISING. THE SYSTEM IS BASED ON EVALUATING ACADEMIC METRICS AGAINST ACADEMIC PERFORMANCE FOR STUDENTS. THE MODEL INTEGRATES INPUTS FROM RELEVANT ACADEMIC DATA SOURCES INTO AN AUTONOMOUS ANN. A SIMULATION OF REAL DATA ON AN ANN IS CONDUCTED TO VALIDATE THE SYSTEM'S ACCURACY. MOREOVER, AN ANN IS COMPARED WITH DIFFERENT MATHEMATICAL APPROACHES. THE SYSTEM ENABLES THE QUALITY ASSURANCE OF PLANNING, ADVISING, AND THE MONITORING OF ACADEMIC DECISIONS. THE OVERALL CONTRIBUTION OF THIS WORK IS A NOVEL APPROACH TO THE DEPLOYMENT OF ARTIFICIAL INTELLIGENT FOR ADVANCED DECISION MAKING IN HIGHER EDUCATION. IN FUTURE WORK THIS MODEL IS INTEGRATED WITH BIG DATA AND ANALYTICS RESEARCH FOR ADVANCED VISUALIZATIONS