TOC: GIS Tutorial for Marketing
Introduction
A book that integrates geographic information system (GIS) applications into the marketing curriculum
ESRI Press has released GIS Tutorial for Marketing, a new teaching resource for integrating geographic information system (GIS) applications into the marketing curriculum. This book allows marketing faculty to integrate hands-on GIS exercises into their regular marketing courses with relatively little commitment of class time and software training effort. The Table of Contents follows.
| GIS Tutorial for Marketing Table of Contents | |
| Chapter | Topic or Relevant Marketing Course |
| Introduction | Business GIS in Marketing |
| 1: Seeking and Evaluating Marketing Opportunities | ArcGIS basic skills |
| 2: Working with Community Tapestry Data | Orientation to the |
| 3: Developing a Targeted Promotional Campaign | Principles of Marketing |
| 4: Planning a Merchandising Strategy | Consumer Behavior |
| 5: Developing an Integrated Marketing Communication Program | Integrated Marketing Communication |
| 6: Prospect Profiling | Internet Marketing or Marketing Research |
| 7: International Market Assessment and Expansion | International Marketing Management |
| 8: Retail Site Selection | Principles of Retailing or Retail Management |
| 9: Managing Sales Territories | Principles of Selling or Sales Management |
Chapter 1 is a discussion of the value and roles of GIS for marketing professionals. Chapter 2 provides an orientation to the basic functions of ArcGIS 9.2, while Chapter 2 offers an orientation exercise for the Community Tapestry Neighborhood Segmentation system using a demo CD included with the book.
The remaining chapters offers self-contained, non-sequential GIS learning exercises, each designed for integration with a specific class in the typical marketing curriculum. These courses are indicated for each of the chapters. The chapters are case-based and provide specific, structured descriptions of GIS procedures which guide students in developing project reports using MS Word templates as they complete learning activities.
This approach allows marketing faculty to integrate highly relevant GIS content into their regular courses without excessive commitment of class time. Further, as the chapters are independent, the time required for software training to teach them is minimal. Faculty need only complete the introductory chapters and the chapters they wish to use in their courses.
These materials support a dedicated Business GIS in Marketing course and sample syllabi are provided for such a course. However, they are primarily designed for use as independent learning exercises across the marketing curriculum. Sample syllabus descriptions and schedules, PowerPoint presentations and example report answers are available from ESRI Press in a supplemental Instructors Package.
The book ships with a one year education version of ArcGIS 9.2, a demonstration CD for the Community Tapestry Neighborhood Segmentation system, report templates for each chapter and all required datasets.
An , and a are available online for your review.