Marketing Information Systems
Code: 103155 ECTS Credits: 6| Degree | Type | Year | Semester |
|---|---|---|---|
| 2501935 Advertising and Public Relations | OT | 4 | 1 |
Contact
- Name:
- Jorge Menal Casas
- Email:
- jorge.menal@uab.cat
Use of Languages
- Principal working language:
- english (eng)
- Some groups entirely in English:
- Yes
- Some groups entirely in Catalan:
- No
- Some groups entirely in Spanish:
- No
Other comments on languages
The course is taught 100% in EnglishPrerequisites
Average knowledge of the English language, to write and express themselves orally with some fluency
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.
- Introduce changes in the methods and processes of the field of knowledge to provide innovative responses to the needs and demands of society.
- Make the knowledge and innovations in the area known publicly.
- Show leadership, negotiation and team-working capacity, as well as problem-solving skills.
- Students must be capable of collecting and interpreting relevant data (usually within their area of study) in order to make statements that reflect social, scientific or ethical relevant issues.
- Students must be capable of communicating information, ideas, problems and solutions to both specialised and non-specialised audiences.
- Students must develop the necessary learning skills in order to undertake further training with a high degree of autonomy.
- Take account of social, economic and environmental impacts when operating within one's own area of knowledge.
- Take sex- or gender-based inequalities into consideration when operating within one's own area of knowledge.
- Use advanced technologies for optimum professional development.
Learning Outcomes
- Analyse a situation and identify its points for improvement.
- Communicate using language that is not sexist or discriminatory.
- Describe the nature of exchange relations between advertising companies and consumers.
- Explain the explicit or implicit code of practice of one's own area of knowledge.
- Identify situations in which a change or improvement is needed.
- Identify the consumer's needs and appraise their role in the purchasing process.
- Make the knowledge and innovations in the area known publicly.
- Propose projects and actions that incorporate the gender perspective.
- Show leadership, negotiation and team-working capacity, as well as problem-solving skills.
- Students must be capable of collecting and interpreting relevant data (usually within their area of study) in order to make statements that reflect social, scientific or ethical relevant issues.
- Students must be capable of communicating information, ideas, problems and solutions to both specialised and non-specialised audiences.
- Students must develop the necessary learning skills in order to undertake further training with a high degree of autonomy.
- Use advanced technologies for optimum professional development.
Content
Marketing Information Systems
- Marketing information system concept
- Structure of a Marketing information system
Information sources.
- Marketing databases
- New technologies (Internet, social networks, ...)
The Marketing Audit
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
Business Intelligence and Information Systems
Methodology
The subject is taught 100% in English and students must respond, orally and in writing, in the English language. In practices, lectures and exams.
Marketing Information Systems is a compendium of different areas of knowledge and, therefore, its development is interdisciplinary. Business management, marketing, market research, computing, strategic planning, communication, social media, are involved in its design.
Based on this thematic breadth, the framework of the program is developed starting from a theoretical-practical principle.
The sessions of the subject will consist of:
Theoretical sessions
Tutoring of the group work 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 carried out 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 practice of the subject.
The calendar will be available on the first day of class. Students will find all information on the Virtual Campus: the description of the activities, teaching materials, and any necessary information for the proper follow-up of the subject. In case of a change of teaching modality for health reasons, teachers will make readjustments in the schedule and methodologies.
Annotation: Within the schedule set by the centre or degree programme, 15 minutes of one class will be reserved for students to evaluate their lecturers and their courses or modules through questionnaires.
Activities
| Title | Hours | ECTS | Learning Outcomes |
|---|---|---|---|
| Type: Directed | |||
| Theory and Practice Presentations | 50 | 2 | 1, 2, 9, 3, 6, 7, 4, 5, 8, 12, 11, 10, 13 |
| Type: Supervised | |||
| Internship tutorials | 4 | 0.16 | 9 |
| Seminars and exercises review | 3.5 | 0.14 | 1, 2, 9, 3, 6, 7, 4, 5, 8, 12, 11, 10, 13 |
| Type: Autonomous | |||
| Group work preparation for internships | 60 | 2.4 | 1, 2, 9, 3, 6, 7, 5, 8, 12, 11, 10, 13 |
| Research, readings, identification of models for seminars | 25 | 1 | 1, 2, 9, 3, 6, 7, 5, 8, 12, 11, 10, 13 |
Assessment
The evaluation of the subject is composed of:
Compulsory practices evaluated in class as a demonstration and understanding of the theoretical sessions. 20 % mark
Group work: preparation and written and oral presentation of a report on a chosen company. 20 % mark
Preparation of reports on conferences and other documents proposed by the teaching staff: 10 % mark (individual evaluation)
Final exam with theoretical and practical part 50% mark
The revaluation activities will take place in the last weeks of the semester.
The practices and group work are NOT recoverable. ONLY the theory and the final exam can be made up with the make-up exam.
Students who do not achieve a grade of 3.5 on the theory test will have to go for recovery.
(ENG) In the event that the student performs any irregularity that may lead to a significant variation of an evaluation act, this evaluation act will be graded with 0, regardless of the disciplinary process that could be instructed. In the event, that several irregularities occur in the evaluation acts of the same subject, the final grade for this subject will be 0.
Assessment Activities
| Title | Weighting | Hours | ECTS | Learning Outcomes |
|---|---|---|---|---|
| Final Exam | 50 | 2 | 0.08 | 1, 2, 9, 3, 6, 7, 4, 5, 8, 12, 11, 10, 13 |
| Practices evaluated on the lecture theory | 20% | 3 | 0.12 | 9 |
| group work of the subject | 20% | 1.5 | 0.06 | 1, 2, 9, 3, 6, 7, 5, 8, 12, 11, 10, 13 |
| individual exercises and reports | 10% | 1 | 0.04 | 1, 2, 9, 3, 6, 7, 8, 12, 11, 10, 13 |
Bibliography
ANDREU,R. RICART, J.E. VALOR J.(1997) "Estrategias y Sistemas de Información" Ed.MacGraw Hill Madrid
EMERY, J.C.(1990) "Sistemas de Información para la Dirección: Recurso estratégico crítico" Ed. Diaz Santos S.A. Madrid
GÓMEZ, ALVARO; SUAREZ, CARLOS. (2011) “Sistemas de Información: Herramientas prácticas para la gestión”, 4ª edición, Ed. Ra-Ma, Madrid
KOTLER, Philip.(2012) “Dirección de Marketing” Ed. Prentice Hall.
In addition, at the end of the course, different documents will be provided.
Software
no software