MKIS development and implementation process. There are six steps and these steps are followed in sequence to develop and implement MKIS in any organization.

2. Marketing Information System
[Course Code # 323]
Team VERSATILE

3. Marketing
Information
System

4. • A Marketing Information System
(MKIS) is:
• Designed specifically for managing the
marketing aspects business
• Intended to bring together disparate
items of data into a coherent body of
information

5. • Assess the information needs
• Develop needed information
• Analyze information
• Distribute information

6. The Nature of
MKIS

7. • Continuous System
• Permanent and continuous system of
collecting information
• Basic Objective
• To provide the right information at the
right time to the right people to help
them take right decisions

8. • Computer-Based System
• Uses computer, so is up-to-date and
accurate
• Future-Oriented
• Provides information for solving future
problems

9. • Used by all levels
• Used by all three levels of management
• Sources
• Collects information from both internal
and external sources

10. • Collects Marketing Information
• Information about consumer
competition, marketing environment, etc.
• Helps in Decision-Making
• Supplies up-to-date and accurate
information that helps take quick and
right decisions

11. Stages of Systems Planning and
Implementation
MKIS plan must support company’s goals and
objectives at the tactical and strategic levels.
Sales and other logistical systems will be
integrated to allow all internal data..

12. Stages of Systems Planning and
Implementation
1. Preparation of the Organization
2. Develop Macro specifications with senior staff and
line managers
3. Design databases and the relationship of the MKIS
to existing information systems
4. Specify and develop components
5. Prototyping and incremental implementation
6. Ongoing usage by marketing managers

13. Stages of Systems Planning and
Implementation
 The feedback process links each step to all other
steps and to the marketing plan.
 MKIS is an ongoing process. Changes in the
marketing plan and available information may lead
to changes in the system.

14. Organizational Preparation
 Obtaining top management support is a critical first
step due to scarce resources, organizational
politics, and management demand

15. Organizational Preparation
 To coordinate the MKIS activities a team is formed
and the team will be led by a senior manager.

16. Developing Macro Specification
 Address requirements for planning and decision
support tools.
 Understand how the users of the final system will
interact with the application
 Consider the future needs so that MKIS can be
adaptable to changes in future needs

18. Questions needed to be answered are:
Exactly how much information will be entered
in the database?
What information will be entered into the
database?
How will it be entered into the database?
How will it be manipulated once it is in the
database?

19. MKIS Components

20. User Interface Designs
Should consider
Identifying the users & finding their functional &
managerial positions
The way MKIS analytical & output capabilities will
affect decision making process
Topics involved with computer literacy, familiarity
with computer systems, principles of information
system, documentation
Current computer tools

21. Prototype Development
 A demo or “Microversion” of the real system
or a nonfunctioning shell that only stimulates
the system.

22. System Module Testing
Users of the system is asked:
 To test the system that it meets the requirements and
decision support needs of marketing managers.
 To use the new module and report any error or bugs.
 To review the documentation and training programs
as they are developed for each module.

23. Phased Implementation
Installing, making documentation for,
and making available to users one
part of the MKIS system at a time.

24. Phased Implementation
Phased Conversion
 One system is gradually replaced by another.

25. User Training
A systematic approach to provide users with
written documentation, on-line
documentation, a help system, and a peer
support.

26. User Training
 Task-oriented documentation written
instruction designed for the users of the system
and organized around specific tasks that must be
performed to achieve the system objectives.
 Trainers- MKIS team members are the best.

27. Marketing Usage and Future
Modification
All changes to the system after MKIS is
installed.
Modifications that involve
i. small adjustments to correct bugs
ii. substantial effort to correct significant system
error
iii. developing new modules to provide new
capabilities
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