Marketing Information Systems
Code: 103155 ECTS Credits: 6| Degree | Type | Year |
|---|---|---|
| 2501935 Advertising and Public Relations | OT | 4 |
Contact
- Name:
- Jorge Menal Casas
- Email:
- jorge.menal@uab.cat
Teaching groups languages
You can view this information at the end of this document.
Prerequisites
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.
Learning Outcomes
- CM21 (Competence) Design marketing plans that take suppliers, budgets, and cost control into account.
- KM27 (Knowledge) Recognise the value of brands and audiences as strategic linchpins in the relationship between advertisers and consumers.
- SM22 (Skill) Analyse the consumer to determine the most suitable insight for the design of an advertising campaign strategy.
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
Glolalization , Marketing and SI
Activities and Methodology
| Title | Hours | ECTS | Learning Outcomes |
|---|---|---|---|
| Type: Directed | |||
| Practical sessions | 37.5 | 1.5 | CM21, KM27, SM22, CM21 |
| Theory sessions | 15 | 0.6 | CM21, KM27, SM22, CM21 |
| Type: Supervised | |||
| Internship tutorials | 4 | 0.16 | CM21, KM27, SM22, CM21 |
| Seminars and exercises review | 3.5 | 0.14 | CM21, KM27, SM22, CM21 |
| Type: Autonomous | |||
| Group work preparation for internships | 60 | 2.4 | CM21, KM27, SM22, CM21 |
| Research, readings, identification of models for seminars | 22.5 | 0.9 | CM21, KM27, SM22, CM21 |
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.
Assessment
Continous Assessment Activities
| Title | Weighting | Hours | ECTS | Learning Outcomes |
|---|---|---|---|---|
| Final Exam | 40 | 2 | 0.08 | CM21, KM27, SM22 |
| Practices evaluated on the lecture theory | 25% | 3 | 0.12 | CM21, KM27, SM22 |
| group work of the subject | 25% | 1.5 | 0.06 | CM21, KM27, SM22 |
| individual exercises and reports | 10% | 1 | 0.04 | CM21, KM27, SM22 |
This subject follows continuous evaluation and DOES provide for a single evaluation.
CONTINUOUS EVALUATION
The CONTINUOUS evaluation of the subject is made up of:
A) Mandatory practices evaluated in class as demonstration and understanding of the theoretical sessions. 25% note
B) Group WORK OF THE SUBJECT: preparation and written and oral presentation of a PROJECT on a chosen company. 25% note
C)Preparation of reports on conferences and other documents proposed by the teaching staff: 10% grade (individual evaluation)
D) Final exam with theoretical and practical part 40% grade-Only a grade of 3.5 out of 10 is needed in the continuous evaluation exam TO AVARAGE WITH THE REST OF ACTIVITIES, group practices and group work/project of the subject.
A (25%) + B (25%)+ C (10%) + D( 40%) = 100% FINAL GRADE OF THE SUBJECT - CONTINUOUS EVALUATION
Reevaluation activities will be carried out in the last weeks of the semester.
Practices and group work are NOT recoverable. ONLY the theory andthe final exam can be recovered with the recovery exam. Students who do not achieve a grade of 3.5 in the theoretical exam must go to the recovery.
-------------------------------------------------- -------------------------------------------------- -------------------------------------------------- -------------------------------------------------- --------------------------------------------
Single evaluation
The single evaluation system for the subject is based on the following percentages:
A) 50% Test (EXAM) WITH THEORETICAL PART AND PRACTICAL PART. It must be approved (5/10 or more EACH PART INDEPENDENTLY - THERE WILL NOT BE AVERAGE) to pass the subject (condition
essential) (The exam model is different from that of continuous evaluation).
B) 20% Presentation of a short report that must be defended orally individually. On a date to be determined.
C) 30% Delivery of an INDIVIDUAL final project:
A (50%) + B (20%)+ C (30%) = 100% FINAL GRADE OF THE SUBJECT - SINGLE EVALUATION
Recovery: single evaluation
a) According to regulations, in order to participate in the recovery process, students must have been
previously evaluated at least 2/3 of the total evaluable activities of the subject.
b) The THEORY AND PRACTICE test /EXAM can only be recovered if the student has obtained a grade lower than 4.9. The
Recovery test will consist of a written test evaluating THEORETICAL AND PRACTICAL knowledge ALSO. AND NEED A GRADE OF 5/10 FOR RECOVERY
c) The grade obtained in the RAPORT DEFENSE (20%) will be part of the average
weighted final grade. Only in case of failing this test and if the student does so
considers may choose to recover it with proof of the same nature.
d) The final work of the INDIVIDUAL subject (30%) is anevaluable work that cannot be recovered in case of
suspend it. The reason is because doing a job of these characteristics is practically
impossible to do with the time we have in 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.
Bibliography
MARSHALL, KIMBALL.P -(1995)" Marketing Information Systems: creating Competitive Advantage in the information age"-Ed. BOYD and Fraser - Jackson State University .USA
GARMENDIA AGUIRRE, Fermin (2007) " El nuevo sistema de información de MK- SIMK-".Ed. Librios profesionales ESIC-
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
Language list
| Name | Group | Language | Semester | Turn |
|---|---|---|---|---|
| (PLAB) Practical laboratories | 51 | English | first semester | afternoon |
| (TE) Theory | 5 | English | first semester | afternoon |