MARKETING INFORMATION SYSTEMS
Learning outcomes of the course unit
The course aims to provide students with theoretical and practical tools for gathering and analysing the information about the environment and the market which is required to direct company marketing strategies. Specifically the course sets out to examine the structure and methods of managing the marketing information systems which underlie market analysis and company decisions relating to differentiation and competitive positioning. In general the course attempts to consolidate awareness of the central role played by knowledge in the creation of competitive advantage.
Course contents summary
The course examines the structure of information systems in marketing, analysing methods of gathering and processing data at both the micro-environment and macro-environment level. In particular it analyses the various forms of market research, new frontiers of competition, methods for studying competitors, the evolution of aspects of consumer behaviour and the integration of primary/secondary and internal/external information sources.
Valdani E., Ancarani F., Marketing Strategico 1. L’analisi del contesto competitivo, Milan, EGEA, 2009 (except Chapter 6).
For attending students the course programme will be illustrated during the lectures.
The lectures will include talks given by managers in order to highlight the relationship between theory and business practice.