Integrating Marketing Information Systems into Conventional Marketing Research Courses: A Four-Module Approach

Marketing information systems (MKIS) that use computer-based data and decision tools are changing how marketers work. Educators face challenges in incorporating MKIS into course work. This article presents four modules for addressing the topic of MKIS in research courses: (1) marketing issues, (2) d...

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Bibliographic Details
Published in:Journal of marketing education 1996-03, Vol.18 (1), p.21-36
Main Author: Marshall, Kimball P.
Format: Article
Language:English
Subjects:
Information systems
Marketing
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Description
Summary:Marketing information systems (MKIS) that use computer-based data and decision tools are changing how marketers work. Educators face challenges in incorporating MKIS into course work. This article presents four modules for addressing the topic of MKIS in research courses: (1) marketing issues, (2) data sources, (3) decision tools, and (4) systems development. Objectives, readings, discussion topics, and activities are presented.
ISSN:0273-4753
1552-6550
DOI:10.1177/027347539601800105