Download DEPARTAMENTO DE CIÊNCIAS DE GESTÃO DISCIPLINA

DEPARTAMENTO DE CIÊNCIAS DE GESTÃO
DISCIPLINA: MARKETING INFORMATION AND DECISION
SUPPORT SYSTEMS
COORDENADOR: Prof. Doutor Paulo Rita
ÁREA CIENTÍFICA: MARKETING
LICENCIATURA EM MARKETING
ANO LECTIVO 2006/2007
1. LEARNING OBJECTIVES
Upon successful completion of the course, students will be able to:
1. Understand how information and decision support systems can assist marketers in
their work, and recognize the conceptual foundations of decision making in marketing
2. Describe the concepts of modeling and how management support systems models
interact with data and the user, and explain the importance and use of data mart for
marketing management
3. Describe business intelligence/business analytics and their importance to
organizations, and discuss the factors that lead to marketing decision support systems
success or failure
4. Understand the concepts of groupwork, communication and collaboration, and see the
relationships among enterprise information systems, data warehouses, online
analytical processing and data mining
5. Describe the role of knowledge management in marketing activities, and explain the
architecture, benefits and limitations of rule-based marketing expert systems
6. Understand the knowledge engineering process and the different approaches for
knowledge acquisition, and learn the concepts and applications of case-based
systems, artificial neural networks, genetic algorithms and fuzzy set theories in
marketing management
2. PROGRAM
1. Management Support Systems in Marketing
2. Marketing Decision Making Systems, Modeling and Support
3. Business Intelligence: Data Warehousing, Data Acquisition, Data Mining,
Business Analysis and Visualization
4. Marketing Decision Support Systems Development
5. Collaborative Computing Techniques: Group Support Systems
6. Enterprise Information Systems and Knowledge Management
7. Artificial Intelligence and Marketing Expert Systems: Knowledge-based Systems
8. Knowledge Acquisition, Representation and Reasoning
9. Advanced Intelligent Systems in Marketing
10. Marketing Applications: customer relationship management, database marketing,
consumer choice modeling, market segmentation, market response modeling,
sales forecasting
3. ASSESSMENT METHOD
•
Exam
•
Final Project 30%
•
Case Studies 20%
50%
4. BIBLIOGRAPHY
•
Turban, Efraim, Jay Aronson, Ting-Peng Ling (2005) Decision Support Systems
and Intelligent Systems (7/E). Prentice Hall.
•
Miller, Thomas (2005) Data and Text Mining: A Business Application Approach.
Prentice Hall.