Marketing Information Systems:
course syllabus
Course code: PV250
Dalia Kriksciuniene, PhD
Faculty of Informatics, Lasaris lab.,
ERCIM research program
Autumn, 2012
About myself
Diploma of engineer mathematician
(Kaunas University of Technology,
Applied mathematics study program)
Phd degree: Doctor of social sciences.
University of Management and Economics
(ISM). Dissertation theme: „Substantiation
of multidimensional marketing information
system: concept and model“
Pedagogical Certificate of Associated
professor of informatics (docent) (Vilnius
University)
Assoc.prof. of Vilnius University, Lithuania
Business career: director of bookstore,
marketing and IS manager at travel
agency, engineer programmer 2
Every drop in the ocean counts [Yoko Ono]
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Research themes
The research is oriented to application of artificial
intelligence, computational methods for business
data analysis in domains of financial markets,
marketing and surveillance systems
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Timetable
Part 1: Oct.22 Mon 14:00–17:50 C525
Part 2: Oct.23 Tue 8:00–11:50 G101
Part 3: Nov. 05 Mon 14:00–17:50 C525
Part 4: Nov. 05 Tue 8:00–11:50 G101
Part 5: Dec.10 Mon 14:00–17:50 C525
Part 6: Dec.11 Tue 8:00–11:50 G101
Assessment session: 1-2nd week of January
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Course objectives
The module is aimed to:
∞ provide advanced interdisciplinary
knowledge and
∞ augment skills for creating enterprise
information systems,
∞ analyse needs for support of marketing
management processes
∞ integrate business analytics to marketing
∞ enhance the performance of marketing
management specialists by managing
information
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Course objectives
The teaching module:
∞ introduces creation principles and variety
of concepts used for building marketing
information systems (MkIS),
∞ provides knowledge of the functional
components and structure of MkIS,
∞ develops ability to distinguish and apply
specific analytical computational methods
∞ trains skills of computerization in
marketing management, including
marketing planning, modelling, control and
customer relationship management
domains.
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Course objectives
∞ The students will:
∞ deepen their scientific writing skills
∞ apply methods of virtual team learning for
fulfilment of assignments in MkIS area
∞ get acquainted and acquire practical skills
of marketing analytics by using
≈ cloud-based applications
≈ intelligent computational tools
≈ functional modules of the integrated systems,
≈ market games,
≈ applied software for marketing decision-making,
planning and control.
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Syllabus 1
∞ Definitions, functions, requirements for the
marketing information systems (MKIS).
∞ The users of marketing information
∞ The user’ requirements for the information
content, inputs, retrieval and presentation.
∞ Investigation of the theoretical and
experimental research in MkIS area in the
scientific literature.
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Assignment 1- Part 1
Tools & software: online scientific databases,
including library.muni.cz
1st Assignment has two parts:
Part 1: starting the scientific article
(abstract+introduction+analytical part+reference)
Part 2: completing the scientific article
(solution+experiment+conclusion+submission)
Part 1: (individual/team) and lab work
training- scientific writing skills: analytical part.
Exploring publications in scientific databases
Springer, Thomson, Emerald, Elsevier, IEEE,
etc. Writing in virtual teamwork space.
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Syllabus 2
∞ Types and functions of management
information systems
∞ Their usage for the marketing purposes:
operational, analytical, OLAP, expert,
executive, decision-support systems.
∞ Applying ERP, business intelligence,
integrated software for marketing tasks.
∞ Cloud based and open source solutions
∞ Big Data issues.
Tools &software: Sugar CRM
Lab work training for cloud-based
marketing application 11
Syllabus 3
Management processes of the marketing
manager. Information supply for their
performance:
∞ analytical and control applications:
∞ pivot tools,
∞ dashboards
∞ computational intelligence methods for
marketing
Tools &software: MS Excel pivot module,
Statistica advanced models, Viscovery
SoMine trial
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Assignment 2
Tools &software: Sugar CRM, MS Excel pivot
module, Statistica advanced models,
Viscovery SoMine
2nd team assignment and lab work training:
Operational CRM (Sugar CRM)
Analytical CRM (CRM performance
analysis by applying computational
intelligence methods: neural networks,
fuzzy rules, Kohonen self organizing
networks)
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Syllabus 4
• Marketing planning, process modelling
and decision making by using MKIS.
Tools &software, lab work: Marketing
plan Pro
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Assignment 3
3rd team assignment and lab work training Marketing
planning and its linking to the
design of MkIS structure and processes of
the enterprise
Tools &software: Marketing plan Pro
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Syllabus 5
Marketing models at the enterprise.
Application of business simulation games for
marketing
Tools &software (demo): CESIM modelling
solutions: OnService, SimBrand, Hospitality,
GlobalCHallenge
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Syllabus 6
∞ Creating MIS in the enterprise
∞ Interrelationships with other computerized
systems inside and outside the enterprise.
∞ Variety of concepts for structure and
processes of the MIS models.
∞ ERP application for marketing.
Tools &software (demo): The marketing –
oriented tools of MS Dynamic Axapta
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Assignment 1- Part 2
1st Assignment (two parts- Part 2)
(individual/team) and lab work training scientific
writing skills: marketing IS- related
solution and experimental part.
Submission of the article, prepared by
fulfilment of Assignment Part1+Part2
according to the requirements of scientific
reviewing process
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Total Mark
Assignment 1 Scientific article Part1+Part2
Assignment 2 Operational + analytical CRM
Assignment 3 Marketing plan + MkIS
Colloquium
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Literature
Berry, M.,J.A., Linoff, G.S. (2011), "Data Mining Techniques: For
Marketing, Sales, and Customer Relationship Management", (3rd
ed.), Indianapolis: Wiley Publishing, Inc.
Wood, M., B. (2005). The marketing plan handbook (2nd edition).
Upper Saddle River, New Jersey: Pearson Education Inc.
(Marketing Plan Pro 6.0 software embedded)
Ball, D., A., McCulloch, W., H., Frantz, P., L., Geringer, J., M., Minor,
M., S. (2006) International business. The challenge of global
competition. 10th edition. McGraw-Hill/ Irwin
CESIM business modelling games (www.cesim.com)
Sugar CRM Implementation
http://www.optimuscrm.com/index.php?lang=en
Statsoft: the creators of Statistica http://www.statsoft.com
Viscovery Somine http://www.viscovery.net/
MS Axapta Dyn. http://www.microsoft.com/en-us/dynamics/erp-ax-
overview.aspx
Online scientific databases accessed via library.muni.cz
Kotler, Ph. Marketing management (any edition)
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