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EFFECT OF MARKETING MANAGEMENT SUPPORT SYSTEM ON ORGANIZATIONS’ DECISION MAKING

EFFECT OF MARKETING MANAGEMENT SUPPORT SYSTEM ON ORGANIZATIONS’ DECISION MAKING

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EFFECT OF MARKETING MANAGEMENT SUPPORT SYSTEM ON ORGANIZATIONS’ DECISION MAKING

Abstract

The purpose of this study was to investigate the effect of a marketing management support system on organisational decision making. A case of the Nigerian Bottling Company, Iddo House, Lagos State. The study’s overall population consists of 200 randomly selected employees from the Nigerian bottling company Iddo House in Lagos State.

The researcher employed questionnaires to collect data. The descriptive survey research design was used for this investigation. The survey used 133 respondents, including managers, human resource managers, senior staff, and junior personnel. The acquired data was organised into tables and analysed using simple percentages and frequencies.

Chapter one

Introduction

Background of the study.
A Marketing Management Support System (MMSS) is any device that combines (i) information technology, (ii) marketing data and/or knowledge, and (iii) analytical capabilities and makes them available to one or more marketing decision-makers with the goal of improving the quality of marketing decisions.

There are three types of MMSS that have been developed: marketing information systems, marketing decision support systems, and marketing knowledge-based systems. Each of these systems places a different emphasis on specific components.

This issue of Marketing Science focuses on management decision making, how marketing managers make decisions today, and a number of innovative decision aids that assist marketing managers in the preparation, implementation, and evaluation of marketing operations.

The goal of this preliminary study is to create a framework for analysing these decision aids and gain a better understanding of their interaction with the marketing manager.

Information systems can be classified into three types: transactional processing systems (TPS), management information systems (MIS), and expert systems. MIS has various subdomains, including Decision Support Systems and Executive Information Systems. The role of MIS in decision support is best explored in terms of the subset known as the Decision Support System (DSS).

A decision support system (DSS) is a computer-based system (an application programme) that may analyse organisational (or business) data and present it in a way that allows the user to make more efficient and successful business decisions.

It is essentially an informational application that relies on the information already entered when responding to a particular question. Based on this backdrop, the researcher intends to evaluate the effect of a marketing management support system on organisational decision making.

Statement of the Problem

This issue of Marketing discusses management decision making, how marketing managers make decisions currently, and a variety of innovative decision aids that assist marketing managers in the preparation, implementation,

and evaluation of marketing operations. The objective of this initial study is to give a framework for analysing various choice aids and create a better understanding of how these aids interact with the marketing manager.

Objectives Of The study

The study’s aims are:

To determine the relationship between marketing management support systems and organisational decision-making.

To determine the effect of marketing management support systems on organisational performance.

To determine the aid of marketing management support system on manager decision-making.

To determine the roles managers perform and how marketing information systems can help them in these responsibilities.

Research Hypotheses

For the successful completion of the study, the following research

H0: There is no link between marketing management support systems and organisational decision-making.

H1: There is a link between marketing management support systems and organisational decision-making.

H02: There is no effect of marketing management support system on organisational performance.

H2: There is an effect of marketing management support system on organisational performance.

Significance of the Study

The study will be extremely beneficial to students and organisations. The study will provide a clear insight into the impact of marketing management support systems on organisational decision making. The study will also act as a reference for other researchers who would engage on the similar issue.

Scope and limitations of the study

The study’s scope includes the effect of marketing management support systems on organisational decision-making. The researcher faces various constraints that limit the scope of the investigation;

a) AVAILABILITY OF RESEARCH MATERIAL: The researcher has insufficient research material, which limits the investigation.

b) TIME: The study’s time frame does not allow for broader coverage because the researcher must balance other academic activities and examinations with the study.
Definition of Terms

Management Support solutions (MSS) are computer-based solutions designed to be used by or support managers. They, as well as other less commonly used methodologies, focus primarily on identifying managers’ information needs and how an MSS might supply those objectives.

Organisational decision: Decisions are divided into three types based on the level at which they occur. Strategic decisions determine the direction of an organisation.

Tactical decisions are those that determine how things will be done. Finally, operational decisions refer to the decisions that employees make every day to keep the organisation running.

MARKETING: According to Mazur (2001), marketing is the delivery of a standard of living to society; this definition is intended to answer criticisms of marketing, particularly from those who perceive it as a source of corruption in society.

Management is the process of planning, organising, directing, and managing operations to achieve the organization’s objectives and goals.

1.8 Organisation of the Study

This research study is organised into five chapters for simple understanding, as follows:

The first chapter is concerned with the introduction, which includes the (overview of the study), historical background, statement of problem, objectives of the study, research hypotheses, significance of the study, scope and limitation of the study, definition of terms, and the study’s historical context.

The second chapter focuses on the theoretical framework that underpins the study, as well as a review of relevant literature. Chapter three discusses the research design and technique used in the study.

Chapter four focuses on data gathering, analysis, and presenting of findings. Chapter five presents the study’s summary, conclusion, and recommendations.

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