ISTM 627 Marketing Informatics (2)

The Internet, electronic commerce, point of sale, and electronic marketing systems are providing almost overwhelming amounts of data to marketers and other decision makers in organizations. The challenge is to identify how to transform data into usable and actionable information. Key competitive differentiators can be found through the collection, interpretation, and understanding of data and the resulting actions taken. This course will cover the use of information technology and systems that enable and enhance marketing strategies and tactics. This course will prepare managers to face the challenges of various information systems, data collection methodology, and organization; the process of mining valuable information from the data; and ethical situations created by data collection and information use. Prerequisite(s): Full-Time–ISTM 619 Technology and Operations Management (3). Fully Employed–ISTM 654 Information and Process Systems (4).

Grading Basis: Graded