PV250 Marketing Information Systems

Fakulta informatiky
podzim 2022
Rozsah
2/1/0. 3 kr. (plus ukončení). Doporučované ukončení: k. Jiná možná ukončení: z.
Vyučující
Dalia Kriksciuniene, Ph.D. (přednášející), Ing. Leonard Walletzký, Ph.D. (zástupce)
prof. RNDr. Tomáš Pitner, Ph.D. (přednášející)
Mgr. Zuzana Schwarzová (pomocník)
Ing. Leonard Walletzký, Ph.D. (pomocník)
Garance
Ing. Leonard Walletzký, Ph.D.
Katedra počítačových systémů a komunikací – Fakulta informatiky
Dodavatelské pracoviště: Katedra počítačových systémů a komunikací – Fakulta informatiky
Rozvrh
Po 5. 12. 16:00–19:50 C525, Út 6. 12. 16:00–19:50 C416, St 7. 12. 16:00–19:50 C525, Čt 8. 12. 14:00–19:50 C416, Pá 9. 12. 12:00–17:50 A218
Omezení zápisu do předmětu
Předmět je nabízen i studentům mimo mateřské obory.
Mateřské obory/plány
předmět má 33 mateřských oborů, zobrazit
Cíle předmětu
The module is aimed to provide advanced interdisciplinary knowledge and augmented skills for creating enterprise information systems for supporting marketing management processes and to provide information, which could meet the needs of marketing management specialists. The teaching module introduces creation principles and variety of concepts used for building marketing information systems (MkIS). The course provides knowledge of the functional components and structure of MkIS, develops ability to distinguish and apply methods of marketing management, including marketing planning, modelling and customer relationship management domains. The students will get acquainted and acquire practical skills of marketing analytics by using intelligent computational tools, cloud-based applications, functional modules of the integrated systems, market games, and applied software for marketing decision-making, planning and control. The module also aims to deepen scientific writing skills and apply methods of virtual team learning for fulfilment of assignments in MkIS area.
Osnova
  • Definitions, functions, requirements for the marketing information systems (MKIS). The users of marketing information, their requirements for the information content, inputs, retrieval and presentation. Investigation of the scientific and experimental research in MKIS area in the scientific literature. Types and functions of the 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. Marketing planning, process modelling and decision making by using MKIS. Tools and processes of the marketing manager: analytical and control applications: pivot tools, dashboards, computational intelligence methods for marketing, multi-stage market modeling games. CRM performance analysis: CRM analytical methods; computational intelligence methods: neural networks, fuzzy rules, Kohonen self organizing networks. Cloud based and open source solutions.
Literatura
    doporučená literatura
  • Data mining techniquesfor marketing, sales, and customer relationship management. Edited by Gordon S. Linoff - Micahel J. A. Berry. 3rd ed. Indianapolis, Ind.: Wiley Pub., Inc., 2011, xl, 847 p. ISBN 9781118087503. info
Výukové metody
Lectures, seminars, lab work training, problem-based learning, case analysis, task solving in teams by using distant learning methods, acquiring hands-on skills on operational and analytical software.
Metody hodnocení
The two options of completion imply the following assessment methods: z (3 credits- course completion) – final test and course assignments submitted and defended; k (3+1 –completion with colloquium) – final test and all course assignments submitted and defended, the scientific paper prepared according to the requirements for inclusion to the scientific conference for Master and Doctoral students.
Vyučovací jazyk
Angličtina
Informace učitele
Dalia Krikščiūnienė is the assoc. prof. of Vilnius University (Lithuania) and Researcher at Masaryk University, Faculty of Informatics, Lasaris lab., ERCIM “Alain Bensoussan” fellowship program The detailed profile at: http://lasaris.fi.muni.cz/members http://www.muni.cz/people/118098 http://web.vu.lt/khf/d.kriksciuniene
Další komentáře
Studijní materiály
Předmět je vyučován jednou za dva roky.
Předmět je zařazen také v obdobích podzim 2012, podzim 2013, podzim 2014, podzim 2015, podzim 2018, podzim 2019, podzim 2023.