ABSTRACT
Outline the development of the information industry‹‹ Explain the integration of marketing research and database marketing‹‹ Identify the key drivers behind the growth of the knowledge economy‹‹ Be able to define key terms including database marketing, marketing research, ‹‹ data mining and data warehousing, Marketing Information Systems (MkIS) and Decision Support Systems (DSS)
Understand the nature and extent of the marketing information industry‹‹ Identify the key organizations involved in the information industry‹‹ Understand and analyse the role of marketing research and information in deci-‹‹ sion-making in organizations
Place marketing research and database marketing within the context of the MIS ‹‹ and DSS
Understand the broad ethical dimensions of research and database marketing‹‹ Understand the principles underpinning legislation and codes of conduct that ‹‹ relate to data protection
Be able to outline the eight principles of the 1998 Data Protection Act‹‹ Identify the sources for the MRS, ICC/ESOMAR and DMA Codes of Practice.‹‹
Cover syllabus elements 1.1, 1.2, 1.3, 2.5, 3.1, 3.6, 5.4. See the table below.
