Characteristics of an effective marketing information system/ Marketing Management
Purpose and aim of unit:
This unit aims to provide learners with an understanding of marketing management and the analysis and use of marketing intelligence. Learners are also given the opportunity to understand the value of partnerships within marketing and how to develop an effective marketing plan.
Understand the analysis and use of marketing intelligence
1.1 – Evaluate the role and uses of marketing information and intelligence
Role and uses
Sources of information and intelligence; storage in marketing information systems, cloud systems, Big Data; use of information for planning, management and control, for strategic and tactical purposes, and operational decision-making; simulation, modelling, linear programming, game theory, cluster analysis
1.2 – Appraise the structure and characteristics of an effective marketing information system
Structure and characteristics
Definition and purpose of a marketing information system; benefits; common structures and characteristics, e.g., Harmon’s four components: user interfaces, applications software, databases and systems support; subsystems of a marketing information system etc
1.3 – Evaluate the suitability, advantages and disadvantages of different methods of collecting marketing information
1.4 – Evaluate the uses, requirements, advantages and disadvantages of a marketing analytical system
Marketing analytical system
Definition and purpose; uses; requirements, e.g. the data input needed; advantages and disadvantages; applications
1.5 – Evaluate the use of sales forecasting techniques
Sales forecasting techniques
Definition and purpose of sales forecasting; different types of sales forecasting techniques, e.g. moving averages, regression, exponential smoothing, sales force composite, jury of executive opinion, Delphi technique, customer projects etc. ; methods for selecting the appropriate technique; advantages and disadvantages of different sales forecasting techniques
