Does it make sense to treat Marketing Information System as a distinct subject within the overall bounds of Marketing
It depends on what type of information and the marketing objectives of the organisation. With the current growth of available data of both Business Intelligent and Business Analytics and the development of Artificial Intelligent technology, the role of marketing information system is playing a bigger role.
It makes a lot of sense for me to treat marketing information systems (MkIS) as a topic of study. However, I would not clearly place its conceptual boundaries only within marketing. Many theories and tools can be shared with others kinds of management information systems. Anyway, there are unique features of MkIS, such as the strong flow of information from customers and consumers.
It does make sense to treat it as one isolated subject if you correlate it later to other Marketing Fields. When you use information systems to collect data on your consumer's behavior (how/where/when they buy) you can obtain several inputs on their decision-making process, on their habits, social and economic profile, etc. This can be used to develop marketing strategies or even new communication plans and flows.
Amongst other things a marketing information system has to be guided by theories of behaviour (so you collect the right information), environment analysis (so you nderstand what is important out there); ethical considerations on data collection, storage and use; and communication theory (so the data is put to best use and provided for people who will make bette decisions). Then of course the whole issue of analysis and understanding the story being told by the data. Yes it makes sense.
The discipline of Marketing has evolved in the last decade and was perhaps one of the first functional domains to adopt ;Analytics' and 'Data Mining Techniques'. So, Marketing Information System as an area of study deals with wide range of topics; however treating it as a full-fledged subject (of 30-40 hours of teaching) would be self-defeating as most students pursuing MANAGEMENT course(s) would also study subjects like DataWarehousing and Data Mining, CRM, Marketing Research. There may be overlapping of some topics. Therefore, it is suggested that a Marketing Lab be introduced to ensure that it leads to knowledge and skill development as well. Innovation in teaching is also necessary.
Marketing is the study and management of exchange relationships. it provide an essential framework for designing and managing strategies for managing exchange between buyers and sellers. seeing its importance in the present business scenario, marketing as subject domain has increased its horizon containing a wealth of marketing tips and innovations that easily gives strategic importance to firm with theiur competitor. MIS is considered as an element of marketing adding values in the process of decision making. depending upon the size of its operation, the management may treat Marketing Information System as a distinct subject within the overall bounds of Marketing or it may be treated as a decision support system to the management as a part of marketing.
thanks
It depends on the (market/ing) information needs of the organisation.
Marketing Information system is the most important resource with which practicing managers are able to take decisions to make course corrections in their marketing efforts. It is an integral part of Marketing. How you treat it in a corporate set up is up to the company and their requirements for strategic marketing inputs!
Dr.K.R.Subramanian
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