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IMS 554 Info. Marketing for Information System Department

IMS 554 Info. Marketing for Information System Department. Information Marketing. Information Marketing. What is Information Marketing (IM) IM is a process whereby individuals and groups achieving business objectives through creating and exchanging information and value with others.

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IMS 554 Info. Marketing for Information System Department

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  1. IMS 554Info. Marketing for Information System Department Information Marketing fzmyf @2009 revision PLK

  2. Information Marketing • What is Information Marketing (IM) • IM is a process whereby individuals and groups achieving business objectives through creating and exchanging information and value with others fzmyf @2009 revision PLK

  3. Information exchanged is the product and services offered and received by businesses • Value received is the benefit that the business get from the information exchange process fzmyf @2009 revision PLK

  4. Information Marketing Definition: Information Marketing is the managerial process to deliver information products and services to the information consumers In organization, Information System Department is responsible to provide info. Products and services to the user department or information consumers. fzmyf @2009 revision PLK

  5. User departments or internal information consumers are the internal consumers • The internal information consumers are divided into three (3) levels: • Top Management ~ managing director, CEO • Middle Management ~ line managers, operational managers • Lower Management ~ clerical, supervisors • The real customers that consume and benefit from the information products and services are the external customers. fzmyf @2009 revision PLK

  6. Main function of Info. Sys. Dept. • System Development • Systems Analysis and Design • Application Programming • Development Support : Development Centres • Operations • Computer Operations : Data Centre • Data Entry • Production Control and Support fzmyf @2009 revision PLK

  7. Technical Services • User Services : Information Centres • Data Administration • Network Management • Technology Management • Capacity Management fzmyf @2009 revision PLK

  8. Marketing Info. Sys. Concept • Refer to a continuing and interacting structure of people, equipment, and procedures • It is meant to gather, sort, analyse, evaluate and distribute pertinent, timely, and accurate information for use by marketing decision makers to improve their marketing planning, implementation and control. fzmyf @2009 revision PLK

  9. Marketing Info. System • Internal reports system – report on order, sales, receivables, payables etc • Marketing Intelligence System supplies happenings data. It is the procedures and sources used by executives to obtain their everyday information about pertinent developments in the marketing environment. • Analytical Marketing System is the Decision Support System. fzmyf @2009 revision PLK

  10. Marketing Research Process • Refer to the process of planning, collecting, and analysing data relevant to a marketing decision • Three roles of marketing research: • Descriptive – gathering and presenting factual statements • Diagnostic - explaining data • Predictive - to address “what if’ questions fzmyf @2009 revision PLK

  11. Marketing Research Process-Cont. • Strategic Info. System Planning can be used as a marketing research process for Information System Department (ISD) • Business Process Reengineering (BPR) for the whole company can be considered as marketing research process. fzmyf @2009 revision PLK

  12. Strategic Info. Sys. Planning Objective • Four main objectives: • Business Alignment: • Competitive Advantage • Resource Management • Technology Architecture ( Refer note CM04, slide 9) fzmyf @2009 revision PLK

  13. Strategic Info. Sys. (IS) Planning • Strategic IS Planning is the process of deciding what will be done, who will do it, how it will be done, and what are the desired results • Understanding and translating the business plan is a prerequisite to the strategic IS planning • The objective of IS planning is to align the business effort and IT effort strategically. • Selecting system to invest in: the decision to build an information system is an investment decision, as in the decision about which capabilities to include in the system. fzmyf @2009 revision PLK

  14. Market Segmentation for Competitive Advantage • Business market consists of four major categories of customers namely: • Producers ~ construction, manufacturing, transportation, finance, real estate • Resellers ~ retailers and wholesalers • Government ~ federal, state, fzmyf @2009 revision PLK

  15. Strategies for selecting target market • Undifferentiated targeting • Views the market as one big market with no individual segments • Thus, requires a single marketing mix • Concentrated targeting • Select one segment • One target marketing effort • Multi segment targeting • Choose one or more well-defined market segments • Develops a distinct marketing mix for each. fzmyf @2009 revision PLK

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