The Course on Marketing Information Systems (MIS) equips marketing professionals with essential skills to design, manage, and leverage marketing information systems for s…
The Course on Marketing Information Systems (MIS) equips marketing professionals with essential skills to design, manage, and leverage marketing information systems for strategic decision-making. This course provides participants with a comprehensive understanding of data collection, storage, and analysis methods critical to understanding consumer behavior, identifying trends, and supporting customer-focused strategies.
Participants will explore MIS components and tools, learning to interpret and apply data to real-world marketing challenges. With a focus on ethical data management, analytical skills, and strategic insights, this course prepares marketing professionals to implement and optimize MIS to align with organizational goals.
Course Objectives
By the end of the course, participants will be able to:
Objectives
To understand the purpose and components of a Marketing Information System (MIS).
To learn effective data collection and analysis techniques for strategic marketing.
To explore tools and software used in MIS for data management and reporting.
To integrate MIS with marketing strategies for improved decision-making.
To develop a mini MIS project that applies course concepts to practical marketing challenges.
Target Group
Marketing and sales managers seeking to leverage data for strategic insights
Marketing analysts and researchers looking to improve their data interpretation skills
Business intelligence and CRM professionals focused on marketing applications
New marketing professionals interested in understanding data-driven marketing systems
Students and professionals in marketing and data science fields
Course Outline
Introduction to Marketing Information Systems (MIS)
Definition and importance of MIS in modern marketing
Overview of components: data collection, storage, analysis, and reporting
Role of MIS in data-driven decision-making and strategic planning
Components of a Marketing Information System
Internal records systems (sales, inventory, financial data)
Marketing intelligence (gathering external data and trends)
Market research and customer insights
Decision support systems and analytical tools for marketers
Data Collection Techniques in MIS
Sources of marketing data: internal, external, primary, and secondary
Techniques for gathering customer and market data (surveys, CRM data, social media)
Ethical considerations and data privacy in marketing
Data Analysis for Strategic Marketing Decisions
Methods for analyzing and interpreting marketing data
Introduction to statistical tools and techniques used in marketing analysis
Translating data into actionable insights for segmentation, targeting, and positioning
Application of MIS in Marketing Strategy
Integrating MIS with marketing strategies and objectives
Using MIS for competitive analysis, forecasting, and customer profiling
Optimizing product development, pricing, and distribution based on data insights
Marketing Information Systems Technology and Tools
Overview of common MIS software and tools (e.g., CRM systems, business intelligence platforms)
Features of an effective MIS infrastructure for data storage, retrieval, and security
Selecting the right tools to support marketing needs and goals
Developing and Managing an Effective MIS
Steps for implementing a functional MIS in an organization
Managing data quality, system updates, and team training
Ensuring continuous improvement and alignment with marketing objectives
Case Studies and Real-World Applications
Analysis of successful companies leveraging MIS for strategic marketing
Hands-on exercises with MIS tools and marketing analytics
Group projects to build and present a mini marketing information system
Schedule & Fees
2026 Schedule & Fees
There are no public sessions remaining for the course this year. Please contact us if you wish to have a customized in-house session, or to find out how an additional public session can be scheduled.