The Marketing Information Systems (MKIS) course equips participants with the knowledge and skills to leverage marketing data for strategic decision-making. Covering the components and functions of MKIS, the course emphasizes practical applications of data collection, analysis, and management.

Participants will engage in hands-on exercises, case studies, and discussions to understand how to apply MKIS principles effectively in their organizations. By the end of the course, attendees will be able to implement MKIS strategies that enhance marketing efforts and improve overall business performance.

This course is ideal for professionals seeking to harness the power of data in their marketing strategies and gain a deeper understanding of how marketing information systems can drive successful decision-making in their organizations.

Course Objectives:

1. Understand the concept and importance of Marketing Information Systems in marketing.
2. Learn the key components and functions of MKIS.
3. Explore various data collection methods and their applications.
4. Develop skills in data analysis and interpretation for marketing decisions.
5. Master techniques for integrating MKIS with other business functions.
6. Gain insights into using marketing analytics for strategic planning.
7. Learn to evaluate the effectiveness of MKIS in supporting marketing goals.

Target Group:

• Marketing professionals and managers seeking to enhance their data-driven decision-making skills.
• Business analysts and data scientists interested in marketing applications.
• Entrepreneurs and business owners wanting to leverage information systems for marketing.
• Students and professionals pursuing a career in marketing analytics or information management.
• Anyone involved in market research and customer insight generation.

• Introduction to Marketing Information Systems

  • Definition and significance of MKIS in modern marketing
  • Overview of the components of MKIS

• Components of Marketing Information Systems

  • Data sources: internal vs. external data
  • Tools and technologies used in MKIS

• Data Collection Methods

  • Primary and secondary research techniques
  • Surveys, interviews, focus groups, and online data collection

• Data Storage and Management

  • Techniques for organizing and storing marketing data
  • Introduction to databases and data management systems

• Data Analysis Techniques

  • Statistical analysis and its applications in marketing
  • Using software tools for data analysis (e.g., Excel, SPSS, R)

• Customer Insights and Behavior Analysis

  • Analyzing customer data to identify trends and preferences
  • Creating customer profiles and segmentation strategies

• Integrating MKIS with Marketing Strategies

  • Using MKIS to inform product development, pricing, and promotion strategies
  • Aligning MKIS with overall business objectives

• Marketing Analytics and Performance Measurement

  • Key performance indicators (KPIs) for marketing effectiveness
  • Tools for measuring and optimizing marketing campaigns

• Ethics and Privacy in Marketing Information Systems

  • Understanding data privacy laws and ethical considerations
  • Best practices for responsible data management

• Case Studies and Practical Applications

  • Real-world examples of successful MKIS implementation
  • Group activities and projects to apply MKIS concepts