MKIS Planning and Implementation Stages
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The document outlines the structure and purpose of a Marketing Information System (MKIS), designed to manage marketing data and support decision-making across all management levels. It details the stages of planning and implementing an MKIS, emphasizing the importance of organizational preparation, user involvement, and phased implementation. The system utilizes both internal and external data to provide accurate, timely information, facilitating informed marketing strategies.
![Marketing Information System
[Course Code # 323]
Team VERSATILE](https://image.slidesharecdn.com/versatilemkisppt-151125144334-lva1-app6892/85/MKIS-Planning-and-Implementation-Stages-2-320.jpg)
MKIS Planning and Implementation Stages
- 2. Marketing Information System [Course Code # 323] Team VERSATILE
- 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
- 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 4-27
- 28. 4-28
Editor's Notes
- #15: Review in detail the policies, procedures, and decision making processes of marketing department as MKIS is supposed to provide relevant information and analytical and decision support tools.