Tài liệu Marketing Manager Course - Chapter 18 doc

Two Perspectives e This chapter looks at information from two perspectives: > How the firm’s information systems and information technology are part of management... Information Relat

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Chapter

aging Information Sys

leaming Objectives

Afterreading this chapter, you should be able to:

e Understand the difference between data and information,

and how firms use each to achieve organizational goals

e Integrate the components of a firm’s information

technology

e Compare different types of networks, including local area

networks, intranets, extranets, and the Internet

e Understand the role of software and how it changes business

operations

e Discuss the ethical issues involved with the use of computer

technology

e Understand how productivity, efficiency, and

responsiveness to customers can be improved with

information technology

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Two Perspectives

e This chapter looks at information from

two perspectives:

> How the firm’s information systems and information

technology are part of management

e Analytical Skills—Managers need to be able to

gather, synthesize, and compare data about their firms

and about the options available to them

e Organizational Skills—Managers need to be able to

make sense of information by organizing data to

facilitate analysis and comparison

e Flexibility and Innovation Skills—Managers must be

able to be flexible in adapting standard business

practices to new information technologies

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Information Related to MIS

e Management information systems provide

access to important information used in

many other chapters:

> Planning process (chapter 5) \ 4

>Operations management (chapter 17)

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Data and Infomation

e Data—raw facts, such as the number of items sold

or the number of hours worked in a department

e Information—data that have been gathered and

converted into a meaningful context

Da ta a nd Info ma tio KÌ (continued)

e Databases—computer programs that assign

multiple characteristics to data and allow users to

sort the data by characteristic

e Data warehouses—massive databases that contain

almost all of the information about a firm’s

operations

e Data mining—the process of determining the

relevant factors in the accumulated data to extract

the data that are important to the user

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e Technology has improved operations management,

including productivity, efficiency, and customer

responsiveness

e A firm’s information technology may incorporate

its operations technology

e Six Functions of Information Technology:

> Captures data, Transmits data, Stores information, Retrieves

information, Manipulates information, Displays information

e Local area networks (LAN) link computers in a

firm so users can share information

e Servers store information for users linked to them

e Wireless equipment—computers no longer require

a physical connection, instead satellites or central

locations create links

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> File transfer protocols (FTP) to move files

> World Wide Web provides access to protocols for text, documents,

and images

e Extranets (wide area networks) link a company's employees,

suppliers, customers, and other Key business partners

e Intranets are internal networks that are private or

semiprivate, access Is limited to a firm's employees or

Types of Software

e Operating system software tells the computer

hardware how to run

e Artificial intelligence performs tasks as such as

searching through data and e-mail

e Speech recognition software allows customers to

speak numbers when placing orders over the phone

Enterpnse Resource

Planning (ERP) Software

e Combines all of a firm’s computerized

functions into a single, integrated software

program that runs off a single database

e This allows various departments to easily

share information and communicate with

each other

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ERP Im plementation Reasons

To integrate financial data by providing one set

of numbers for the company’s finance department, sales department, and individual business units

To standardize manufacturing processes, so that

a firm with multiple business units can save time, increase productivity, and reduce staff

To standardize human resources information

about employees and communicating

information about benefits and services

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Computer Systems and

Management Issues

ee =

e Computer Ethics—The analysis of the nature and

social impact of computer technology and the

development of policies for its appropriate use

e Security—Controlling access to and transmission of

data and information contained tn the firm’s

network

Reasons for

Fs

e Computer-generated errors are unlike human error

e Computers are able to communicated over the great

distances at low cost

e Computers can store, copy, erase, retrieve, transmit,

and manipulate huge amounts of information quickly

and cheaply

e Computers can depersonalize originators, users, and

subjects of programs and data

e Computers can use data created for one purpose for

another purpose for long periods of time

Ten Commandments

—— `S⁄2 forComputer Ethic S (continued)

e Thou shalt not use or copy software for which

you have not paid

Thou shalt not use other people’s computer resources without authorization

e Thou shalt not appropriate other people’s

intellectual output

Thou shalt think about the social consequences

of the program you write

Thou shalt use a computer In ways that show consideration and respect

e User names and passwords

e Encryption — use of software that scrambles data

e Firewalls — a combination of hardware and

software that controls access to and transmission of

data and information contained in a network

Information Systems

e Information systems combine computers, other

hardware, software, and human resources to

manipulate data into useable information

e Operations information systems:

> Process control systems

> Office automation systems

> Transaction-processing systems

e Kxpert systems

e Neural network systems

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Management Infomation Systems

e Management information system (MIS): an

information system that provides information to

managers to use in making decisions

e Types of MIS used by businesses:

> Information reporting systems

> Decision support systems

> Group decision support systems

> Executive information systems

> Human resource information systems

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MIS and Organizational Struc ture

e Flatter management hierarchies

e Horizontal information flows now viable

e Reduction In time to make management decisions

e Reduction in the number of employees needed to

perform many organizational activities

e Elimination of barriers between departments

MIS and Competitive Advantage

e Improved decision making

e Increased organizational efficiency

e Greater responsiveness to customers:

> Personalized customer service

> Improved product support |

e Knhanced entry to new markets

e Greater ability to enter joint ventures,

partnerships, and strategic alliances

e The addition of e-commerce

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Inplementng MIS

e Consider the organization’s principle goals and

information needs

e Evaluate current MIS for accuracy, reliability,

timeliness, and relevance of information

e Create employee support for the change by

showing how it will help employees

e Make the technology user-friendly

e Consider the human element

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e Careful training and documentation

e System backup during the transition

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Applhlcations: Managementis Everyone’s

Busme ss—for the Manager

e Beware of outsourcing IT - in many cases, it results

in dissatisfaction

e Managers should analyze very carefully the pros

and cons of outsourcing before agreeing to enter an

IT outsourcing relationship

e Be aware of trade-offs between owning the IT

function or giving up control of it to an outside

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Applications: Managementis Everyone’s

Busme SS—forManaging Tams

e Groupware soitware supports collaborative efforts

among group members, such as scheduling

meetings, holding meetings, collaborating on

projects, and sharing documents

e With Groupware, teams can be more productive

with less downtime despite conflicting demands

placed on each team member’s work schedule to

work on other tasks

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Applications: Managementis Everyone’s

Busine SS— for Indwiduals

e Individuals need constant updating of computer

skills to master upgraded versions of software and

to learn new software

e Cultivate a constructive relationship with the IT

person In your department

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