Marketing teams today are surrounded by data — sales figures, customer behaviour, social media metrics — yet many still struggle to turn that data into decisions that actually move the business forward. Marketing Information Systems (MIS) close that gap, and this Training Course from Arab British Fellowship Training Academy gives marketing professionals a structured way to design, manage, and apply MIS to drive strategic decision-making.

Across the programme, participants build skills in collecting, storing, and analysing data to understand customer behaviour and market trends, learn to work with MIS components and tools, and finish by applying what they have learned to a real marketing challenge — all guided by sound, ethical data-management practices.

Target Group

• Marketing and sales managers seeking to leverage data for strategic insights.
• Marketing analysts and researchers looking to improve their data-interpretation skills.
• Business intelligence and CRM professionals focused on marketing applications.
• New marketing professionals, students, and professionals in marketing and data science.

Objectives

• Understand the purpose and components of a Marketing Information System (MIS).
• Learn effective data collection and analysis techniques for strategic marketing.
• Explore the tools and software used in MIS for data management and reporting.
• Integrate MIS with marketing strategy to improve decision-making.
• Develop a mini MIS project that applies course concepts to a practical marketing challenge.

Module 1: Where Marketing Data Comes From

• Internal, external, primary, and secondary sources of marketing data.
• Techniques for gathering customer and market data (surveys, CRM data, social media).
• Ethical considerations and data privacy in marketing.

Module 2: What a Marketing Information System Actually Is

• Definition, importance, and core components of MIS: collection, storage, analysis, and reporting.
• Internal records systems, marketing intelligence, and market research within an MIS.
• The role of MIS in data-driven decision-making and strategic planning.

Module 3: Turning Data into Strategic Insight

• Methods for analysing and interpreting marketing data.
• Statistical tools and techniques used in marketing analysis.
• Translating data into insight for segmentation, targeting, and positioning.

Module 4: Embedding MIS into Marketing Strategy

• Integrating MIS with marketing strategy and objectives.
• Using MIS for competitive analysis, forecasting, and customer profiling.
• Optimising product, pricing, and distribution decisions with data.

Module 5: MIS Technology and Tools in Practice

• Common MIS software and tools (CRM systems, business intelligence platforms).
• Features of an effective infrastructure for data storage, retrieval, and security.
• Selecting the right tools for your organisation's needs.

Module 6: Building and Sustaining an Effective MIS

• Steps for implementing a functional MIS within an organisation.
• Managing data quality, system updates, and team training.
• Ensuring continuous improvement aligned with marketing goals.

Module 7: MIS in Action — Case Studies and Applied Practice

• Analysing companies that leverage MIS for strategic marketing.
• Hands-on exercises with MIS tools and marketing analytics.
• Group project: building and presenting a mini marketing information system.