The Course on Marketing Information Systems (MIS) equips marketing professionals with essential skills to design, manage, and leverage marketing information systems for strategic decision-making. This course provides participants with a comprehensive understanding of data collection, storage, and analysis methods critical to understanding consumer behavior, identifying trends, and supporting customer-focused strategies.

Participants will explore MIS components and tools, learning to interpret and apply data to real-world marketing challenges. With a focus on ethical data management, analytical skills, and strategic insights, this course prepares marketing professionals to implement and optimize MIS to align with organizational goals.

Objectives

• To understand the purpose and components of a Marketing Information System (MIS).
• To learn effective data collection and analysis techniques for strategic marketing.
• To explore tools and software used in MIS for data management and reporting.
• To integrate MIS with marketing strategies for improved decision-making.
• To develop a mini MIS project that applies course concepts to practical marketing challenges.

Target Group

• Marketing and sales managers seeking to leverage data for strategic insights
• Marketing analysts and researchers looking to improve their data interpretation skills
• Business intelligence and CRM professionals focused on marketing applications
• New marketing professionals interested in understanding data-driven marketing systems
• Students and professionals in marketing and data science fields

• Introduction to Marketing Information Systems (MIS)

  • Definition and importance of MIS in modern marketing
  • Overview of components: data collection, storage, analysis, and reporting
  • Role of MIS in data-driven decision-making and strategic planning

• Components of a Marketing Information System

  • Internal records systems (sales, inventory, financial data)
  • Marketing intelligence (gathering external data and trends)
  • Market research and customer insights
  • Decision support systems and analytical tools for marketers

• Data Collection Techniques in MIS

  • Sources of marketing data: internal, external, primary, and secondary
  • Techniques for gathering customer and market data (surveys, CRM data, social media)
  • Ethical considerations and data privacy in marketing

• Data Analysis for Strategic Marketing Decisions

  • Methods for analyzing and interpreting marketing data
  • Introduction to statistical tools and techniques used in marketing analysis
  • Translating data into actionable insights for segmentation, targeting, and positioning

• Application of MIS in Marketing Strategy

  • Integrating MIS with marketing strategies and objectives
  • Using MIS for competitive analysis, forecasting, and customer profiling
  • Optimizing product development, pricing, and distribution based on data insights

• Marketing Information Systems Technology and Tools

  • Overview of common MIS software and tools (e.g., CRM systems, business intelligence platforms)
  • Features of an effective MIS infrastructure for data storage, retrieval, and security
  • Selecting the right tools to support marketing needs and goals

• Developing and Managing an Effective MIS

  • Steps for implementing a functional MIS in an organization
  • Managing data quality, system updates, and team training
  • Ensuring continuous improvement and alignment with marketing objectives

• Case Studies and Real-World Applications

  • Analysis of successful companies leveraging MIS for strategic marketing
  • Hands-on exercises with MIS tools and marketing analytics
  • Group projects to build and present a mini marketing information system