The Importance of Studying Information Systems for a Marketing Student - Research Paper Example

The Importance of Studying Information Systems for a Marketing Introduction Most often than not, and professionals do not understand or underestimate the importance of Information Systems as far as business functions are concerned. Students question the reason as to why they need to study Information systems and yet they are not Computer Science or IT majors. This is because they do not know or understand the significant role that Information Systems play in the business world today. Personally I have questioned the reasons for studying Information systems for a marketing student. In order to understand and be able to appreciate the importance of studying Information Systems, although I am a marketing major, I interviewed three marketers at different levels and industries; one was a senior marketing manager at a cereal manufacturing firm, another an on-field insurance marketer and a children’s toys marketer. My interviews were aimed at finding out what these professionals think as far as studying Information Systems is concerned. In addition, I wanted to find out how Information systems affect them in their day –to-day operations as marketers and whether they studied information systems at one point and if the knowledge and skills their acquired in that class has been useful to them to date. Finally, I sought to find out how marketing relates to information systems and how they use information systems to solve marketing problems. This paper outlines my findings with regard to the interview I conducted. It explains the importance of information systems in marketing and why it is essential for any marketer to study IS. This paper will look at the reasons for studying information systems and what role information systems play as far as the field of marketing is concerned. Discussion Firstly, marketing is an essential profession and aspect of any business venture today. It is concerned with activities such as planning, promotion, and selling of services or goods with the aim of satisfying the customer needs and meeting business objectives of an organization. According to my findings from the aforementioned interviews, slight changes in practice and theory of marketing over the years have had a great effect in reshaping companies. Consequently, these changes have also been evident information systems utilized in various business environments. Most companies in various industries have been face with the problem of controlling the ever increasing volume of information. This is because of the rapidly expanding information processing requirements that are due to their competitive environments becoming more volatile and dynamic. In order for companies to be able to handle the increasing internal and external flow of information, it is important that they embrace and make good use of the opportunities offered by IS. This will also enable them improve quality too. Marketing information is no exceptions and thus managing such information by means of Information Technology is one of the most critical elements of efficient and effective marketing. Information related to marketing includes all terms of facts, date, view, opinion, policies and guidelines, which are necessary in making vital marketing decisions. This data is collected from competitors, customers, government sources, sales staff and other company staff, and from specialized sources and agencies. Through the collection and sharing of such information and by utilizing it in promoting brand and corporate image, Information Systems offers new ways of ensuring improved internal efficiencies of a company. These systems allow for dynamic marketing communication between personnel in accounting, corporate planning, sales promotion and advertising, channels of distribution, product management, and direct sales. There are various types of Information system systems. They can first be classified based on the various levels of operations such as the operational level which requires an operation support information system such as the TPS (Transaction Processing System), enterprise collaboration system, and process control systems; management support systems such decision support systems (DSS), executive information systems (EIS), and management information systems (MIS). There are other main categories of information systems such as knowledge management systems, functional business system, expert systems and strategic information system. In the real business environment, these categories are mostly combined to make cross-functional information systems that are capable of providing information and support for meeting operational information requirements and for decision-making functions. From these categories, information system types such as accounting information system, marketing information systems, etc. are derived. Marketing information systems-also abbreviated as MkIS-have been there for some time now and are capable of meeting both operational information system needs and decision-making needs. It provides reliable information that is required and is relevant with respect to both internal and external business environment. For both marketers and marketing students, information systems and the study of information systems is extremely important. When marketing students who studied information systems eventually become marketers or marketing managers, they will be able to appreciate the significant role played by IS in marketing. According to the findings of my interview, marketing managers are able to use information systems to identify and recognize marketing trends. These trends may be in terms of product design, promotion schemes, product prices, packaging, etc. Through information systems, in this case MkIS, marketing managers are able to make efficient and sound decisions with regard to changing market trends in terms of product design, prices etc. Marketing planning and control can be facilitated through Information systems. Normally, marketers need to prepare effective marketing plans based on pricing, distribution, promotion, and product planning. For such planning to be effective and possible, relevant and adequate information needs to be collect and processed. This is where information systems come in handy, and it is why, marketing students and marketers need to study information systems so that they can be equipped with relevant information and skills. Consequently, a firm needs to make quick decisions with regard to quick supply of information. Timely and quick supply of relevant marketing information enable marketing managers to effectively and quickly make decisions. For this to happen-fast flow of information- a properly designed information system such as MkIS and professionals such as marketers with relevant Information Systems knowledge and skill are required. Every aspect of marketing requires that timely, quick, constant and correct decisions are made. This cannot be easily achieved when a marketing manager or a marketer has to do it manually. Through the use of IS-MkIS-that has been properly designed, relevant and reliable information required to make decisions quickly and timely is promptly supplied. Marketing managers through the assistance of data processing equipment and computers are thus able to make the correct decisions at the right time (Deans and Karwan). Marketing students and professional should note that, various business opportunities have remained untapped over the years due to various reasons such as unavailability of enough relevant and well-organized information. Information Systems enable business to tap into such opportunities simply because it can supply reliable and relevant data. In addition, marketing managers are able to take note of what is happening in their external environment through IS, which provides them with marketing intelligence as regards to changes in customer expectations, tastes, competitors strategies, international environment, and government policies. Therefore, marketers equipped with the relevant IS knowledge and skills can easily collect such vital information without relying on specialist and thus make effective decisions. Conclusion This interview enabled me to interact with the best in the marketing field and made me understand the importance of information systems in marketing. One thing that surprised me the most was that, even these professionals did not understand and questioned the reasons for them studying IS just as most of us do today. In fact, the marketing manager I interviewed told that he had to take a refresher course in IS so that he could optimize his capability and performance as a manager. Therefore, I have learnt that, information system is very essential as far as business functions such as marketing are concerned. These findings have opened my eyes, and I now know, understand, and appreciate the need for studying information system even though I am a marketing major. Works Cited Deans, P. Candace and Kirk R. Karwan. Global information systems and technology: focus on the organization and its functional areas. Hershey: Idea Group Inc (IGI), 1994. Print. Read More