Marketing Information Systems
Code: 103155 ECTS Credits: 6| Degree | Type | Year | Semester |
|---|---|---|---|
| 2501935 Advertising and Public Relations | OT | 4 | 0 |
Contact
- Name:
- Mireya Places Fernando
- Email:
- Mireya.Places@uab.cat
Use of Languages
- Principal working language:
- spanish (spa)
- Some groups entirely in English:
- No
- Some groups entirely in Catalan:
- No
- Some groups entirely in Spanish:
- No
Prerequisites
There is no prerequisite
Objectives and Contextualisation
In general, this course pretends:
See the importance of current information systems in an organization and clarify to students the role of these Information Systems in the Marketing decision-making process.
We want to explain the content and the development process of a standard system in an organization, providing students with the basic knowledge of modern Information Systems.
Furthermore, specifically, this program is designed so that participants can:
- Develop the ability to analyze marketing problems and the ability to break them down into simpler questions, so that it is feasible to search for Information to solve them.
-Acquire basic knowledge of Information Management, to at least be able to focus on the development and implementation of a SIM.
- Develop sensitivity to information biases and limitations.
- Remember some of the most current research methods and techniques and sources in the field of marketing
- Provide students with the application methodology, explain the content and its development.
The content of the subject will be sensitive to aspects related to the gender perspective.
Competences
- Analyse market data (competition and brand image) to develop a communication plan.
- Demonstrate knowledge of management theories in the management of advertising companies and organisations.
- Set communication objectives and design strategies that are suited to the dialogue between brands and consumers.
- Show leadership, negotiation and team-working capacity, as well as problem-solving skills.
Learning Outcomes
- Analyse the principles that lay the foundations for effectiveness analysis (cost-impact ratio).
- Describe the nature of exchange relations between advertising companies and consumers.
- Differentiate the formats for presenting public relations activities (consultancies, special events, fairs, crisis management, publicity, etc.).
- Show leadership, negotiation and team-working capacity, as well as problem-solving skills.
Content
Marketing Information Systems
- Marketing information system concept
- Structure of a Marketing information system
Information sources.
- Marketing databases
- New technologies (Internet, social networks, ...)
Big data
- Big Data concept
- Big Data use case study
Relationship Marketing and CRM
- CRM concept
- CRM use case study
Consumer-focused information systems:
- Customer Journey Map
- Customer Life Cycle
- NeuroMarketing
Methodology
Marketing Information Systems is a compendium of different areas of knowledge and therefore its development is interdisciplinary. Business management, marketing, market research, IT, strategic planning, communication, Social media. they intervene in its design.
Based on this thematic breadth, the framework of the program of the same is developed starting from a theoretical-practical principle.
The sessions of the subject will consist of:
• Theoretical sessions, including some lectures.
• Seminar sessions in which various forums will be held on the most important aspects of the subject.
• Practical sessions in which the working groups will address the design of solutions that are used in Marketing Information Systems (such as Big Data, CRM, etc ...). This design will be done at a conceptual level, without going into the development of software and / or hardware solutions.
• Tutoring sessions in which the progress of each group will be reviewed during the internship of the subject.
Activities
| Title | Hours | ECTS | Learning Outcomes |
|---|---|---|---|
| Type: Directed | |||
| Theory presentations | 15 | 0.6 | 2, 3 |
| Type: Supervised | |||
| Internship tutorials | 15 | 0.6 | 4, 2, 3 |
| Seminars | 30 | 1.2 | 4, 2, 3 |
| Type: Autonomous | |||
| Group work preparation for internships | 30 | 1.2 | 4, 2, 3 |
| Research, readings, identification of models for seminars | 35 | 1.4 | 4, 2, 3 |
Assessment
The evaluation of the subject consists of:
Participation in seminars: 20% mark (group evaluation).
Presentation and preparation of practice reports: 60% grade (group assessment).
Preparation of reports on conferences and other documents proposed by teachers: 20% grade (individual assessment)
The revaluation activities will take place in the last two weeks of the semester. All the evaluation activities of the subject can be re-evaluated. In order to be able to re-evaluate the group activities (practices and seminars), it will be necessary that at least 70% of the sessions have been attended in person.
Assessment Activities
| Title | Weighting | Hours | ECTS | Learning Outcomes |
|---|---|---|---|---|
| Participation in seminars | 20% | 6 | 0.24 | 1, 4, 2, 3 |
| Presentation and preparation of practice reports | 60% | 9 | 0.36 | 1, 4, 2, 3 |
| Reports on conferences and other documents proposed by teachers | 20% | 10 | 0.4 | 2, 3 |
Bibliography
GÓMEZ, ALVARO; SUAREZ, CARLOS “Sistemas de Información: Herramientas prácticas para la gestión”, 4ª edición, Ed. Ra-Ma, Madrid
ANDREU,R. RICART, J.E. VALOr J. "Estrategias y Sistemas de Información" Ed.MacGraw Hill Madrid
BUENO CAMPOS, E. " El Sistema de Información en la Empresa Ed. Fondo para la Investigación Económica y Social de la Confederación Española de Cajas de Ahorro. Madrid
ANDREU, R ; RICART,J. E; VALOR J "Planificación Estratégica de Tecnologías y Sistemas de Información en la Empresa. Una fuente de ventajas competitivas" Ed IESE S.. Barcelona
EMERY, J.C. "Sistemas de Información para la Dirección: Recurso estratégico crítico" Ed. Diaz Santos S.A. Madrid
KOTLER, Philip. “Dirección de Marketing” Ed. Prentice Hall.