PV250 Marketing Information Systems

Faculty of Informatics
Autumn 2012
Extent and Intensity
2/1/0. 3 credit(s) (plus extra credits for completion). Recommended Type of Completion: k (colloquium). Other types of completion: z (credit).
Teacher(s)
Dalia Kriksciuniene, Ph.D. (lecturer), Ing. Leonard Walletzký, Ph.D. (deputy)
prof. RNDr. Tomáš Pitner, Ph.D. (lecturer)
Mgr. Jitka Kitner (assistant)
Ing. Leonard Walletzký, Ph.D. (assistant)
Guaranteed by
prof. RNDr. Luděk Matyska, CSc.
Department of Computer Systems and Communications – Faculty of Informatics
Supplier department: Department of Computer Systems and Communications – Faculty of Informatics
Timetable
Mon 22. 10. 14:00–17:50 C525, Tue 23. 10. 8:00–11:50 G101, Mon 5. 11. 14:00–17:50 C525, Tue 6. 11. 8:00–11:50 G101, Mon 10. 12. 14:00–17:50 C525, Tue 11. 12. 8:00–11:50 G101
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The module is aimed to provide advanced interdisciplinary knowledge and augmented skills for creating enterprise information systems able to support 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 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.
Syllabus
  • 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 and summary of the scientific and experimental research in MKIS area in the scientific literature. Tools &software: online scientific databases, including library.muni.cz 1st Assignment (two parts)- Part 1: (individual/team) and lab work training- scientific writing skills: analytical part. Exploring publications in scientific databases. 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. Cloud based and open source solutions. Tools &software: Sugar CRM Lab work training for cloud-based marketing applications Management processes of the marketing manager: analytical and control applications: pivot tools, dashboards, computational intelligence methods for marketing Tools &software: MS Excel pivot module, Statistica advanced models, Viscovery SoMine 2nd team assignment and lab work training - CRM performance analysis: CRM analytical methods; computational intelligence methods: neural networks, fuzzy rules, Kohonen self organizing networks Marketing planning, process modelling and decision making by using MKIS. 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 Marketing models at the enterprise. Application of business simulation games for marketing Tools &software (demo): CESIM modelling solutions: OnService, SimBrand, Hospitality, GlobalCHallenge Creating MIS in the enterprise, the interrelationships with other computerized systems inside and outside the enterprise. The 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 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 according to the requirements of scientific reviewing process.
Teaching methods
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.
Assessment methods
The two options of completion imply the following assessment methods: z (3 credits- course completion) – all course assignments fulfilled and submitted k (3+1 –completion with colloquium) – all course assignments fulfilled and graded according to the task requirements. The scientific paper (prepared according to the 1st assignment) accepted according to the requirements for inclusion to the scientific conference for Master and Doctoral students
Language of instruction
English
Further comments (probably available only in Czech)
Study Materials
The course is taught only once.
Teacher's information
https://is.muni.cz/auth/el/1433/podzim2012/PV250/?lang=en
The course is also listed under the following terms Autumn 2013, Autumn 2014, Autumn 2015, Autumn 2018, Autumn 2019, Autumn 2022, Autumn 2023.
  • Enrolment Statistics (Autumn 2012, recent)
  • Permalink: https://is.muni.cz/course/fi/autumn2012/PV250