Key words
MIS, applied statistics, IWETO code S191 market study, P175 IT, P160 statistics
Objectives
1 MIS
Integration of various aspects of a marketer's job in an organisation: strategic thinking, collecting information on buyers and competitors, keeping up and using information on the organisation and its environment. A marketer is an information worker. A marketer's competence is e.g. the systematic exploitation of sources of information within and outside the company. Sales and communication depend on the systematic analytic and synthetic processing of this information, supported by state-of-the-art technology. This course prepares students for a job as marketing analyst or (marketing)management assistant.
2 Applied statistics
Integrating statistical techniques to support the marketing decision process. Competence: making autonomous choices to support (marketing)management with suitable information, executing analyses and interpretations of large quantities of data in various data processing instruments (databases, statistics software, spreadsheets).
Acquiring skills to handle various types of data as efficiently as possible.
Topics
1 MIS- ICT: a number of developments
- Strategic marketing analysis and ICT
- Strategic marketing planning and ICT
- CRM: data, information systems and analyses
- ICT for executive marketing activities
- ICT to replace human interference
- ICT as electronic channel
- Step-by-step plan to develop ICT applications
2 Applied statistics- Broadening knowledge of statistics by means of factor - and cluster analysis, testing by averages, testing by parameter, regression (multiple and linear) with examples in statistics software.
Prerequisites
Basic marketing research technique
Understanding of marketing management
Smooth handling of a Windows interface
Descriptive statistics
Basic use of spreadsheet software, statistics software and database software
Final Objectives
Knowledge:
Job-related:- Knowing developments in the field
- Knowing MIS
- Knowing terminology
Skills:
General:- Being able to work on a project
- Decisiveness
Materials used
Course book "Marketing met ICT", R. HummelLecturer's notes
Syllabus and corresponding examples on Electronic Learning Environment
Study costs
Course book: at the normal price
Photocopies (max. 100) at the current Hogeschool Gent rate
Expenses linked with possible excursions, readings, assignments
Study guidance
Guided group work at times when there is no lecture.
Students are allowed to contact their lecturer by e-mail or after classes.
Teaching Methods
Lectures, interactive approach, group work, self-study
Assessment
1 MIS (50%)- First exam session: 100% continuous assessment (assignments)
- Second exam session: individual paper on a case
Students registered for the examinations only: - individual paper on a case in either session
2 Applied statistics (50%)- 100% written examination executed on PC in either session
Lecturer(s)
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