Every day, marketing managers face decisions that used to take weeks of guesswork — what to advertise, how much stock to hold, which segment to target next. A Marketing Information System (MKIS) turns that guesswork into a repeatable process by structuring how data flows from internal and external sources into decisions that actually improve competitiveness. This Training Course on Building and Using Marketing Information Systems (MKIS) by the Arab British Fellowship Training Academy helps participants build and manage exactly that kind of system.

At its core, any system — a person, a car, a national economy, an organization — is a set of interacting parts working toward a shared goal, and each breaks down into sub-systems of its own. Within an organization, marketing, production, finance, and personnel are all sub-systems, and MKIS is the mechanism that connects people, procedures, and tools to collect, store, analyze, and deliver marketing data to decision-makers on an ongoing basis, under conditions ranging from complete to incomplete or unavailable information.

Who Is This For?

• Marketing professionals and managers who want sharper, data-driven decision-making skills.
• Business analysts, data scientists, and entrepreneurs applying information systems to marketing.
• Students and professionals building a career in marketing analytics, information management, or market research.

Course Objectives

• Understand what MKIS is, why it matters, and its core components and functions.
• Explore data collection methods and how to apply them in real marketing contexts.
• Build skills in analyzing and interpreting marketing data for strategic decisions.
• Integrate MKIS with other business functions and use marketing analytics for strategic planning.
• Evaluate how effectively an MKIS supports an organization's marketing goals.

Module 1: What MKIS Is and Why Organizations Need It

• Definition and growing significance of Marketing Information Systems (MKIS) in modern marketing.
• How MKIS relates to an organization's growth and competitive position.
• Why the need arose: shrinking decision windows, growing complexity of marketing activity, resource scarcity, rising consumer expectations, information overload, and the shift from satisfying needs to satisfying wants.

Module 2: Core Components and Data Sources

• Internal company records as a primary data source.
• Marketing intelligence (competitive/environmental scanning) and formal marketing research.
• Internal versus external data, and the tools and technologies used to manage them.

Module 3: Collecting and Managing Marketing Data

• Primary and secondary research techniques — surveys, interviews, focus groups, and online data collection.
• Organizing, storing, and retrieving marketing data for future use.
• Processing data using quantitative analysis methods.

Module 4: Turning Data Into Customer Insight

• Statistical analysis and marketing analytics using tools such as Excel, SPSS, and R.
• Analyzing customer data to spot trends and preferences.
• Building customer profiles and segmentation strategies.

Module 5: Connecting MKIS to Strategy and Performance

• Using MKIS to shape product, pricing, and promotion decisions.
• Aligning the system with the organization's overall strategic objectives.
• Key performance indicators (KPIs) for measuring and optimizing marketing effectiveness.

Module 6: Governance, Ethics, and Practical Application

• Preventing and controlling recurring problems, and avoiding unnecessary costs through better use of marketing information.
• Data privacy laws, ethical considerations, and responsible data management practices.
• Real-world case studies of successful MKIS implementation and group application exercises.

Delivery and Certification

• Delivered at Academy centers across Egypt, Jordan, Malaysia, Turkey, the UK, France, Italy, Germany, Sweden, Austria, Denmark, Australia, and the USA — at a time and place that suits you.
• Formats include group training at Academy centers, individual coaching, hands-on field training, and in-class theoretical sessions.
• Participants receive an accredited certificate from the Arab British Fellowship Training Academy upon completion.