Key Success Factor of Marketing Intelligence in Higher Education: Systematic Literature Review | IEEE Conference Publication | IEEE Xplore

Key Success Factor of Marketing Intelligence in Higher Education: Systematic Literature Review


Abstract:

Marketing Intelligence (MI) is the process of collecting and applying information to formulate effective marketing strategies. Currently, the information on MI at XYZ Uni...Show More

Abstract:

Marketing Intelligence (MI) is the process of collecting and applying information to formulate effective marketing strategies. Currently, the information on MI at XYZ University still does not fully describe the user's needs and it can be improved so that its use can be successfully used by end-users. The research question is what key success factors are needed to build marketing intelligence in higher education. The objective of this study is to ascertain the critical success factors of marketing intelligence needed by universities. This study uses a qualitative research method, namely SLR conducting a Systematic Literature Review (SLR) that involves a comprehensive analysis of marketing intelligence. This research produces several factors that determine the success of marketing intelligence, consisting of Technology; Strategic, Tactical, Operational; Small and Medium Enterprise (SM E)'s Performance; Predictors and Consequences; Customer Satisfaction and Loyalty; Environment; Concept, Overview; Sales Forces; External Intelligence; Internal Information; Talent Management; Individual Sources; Information Sources; Personal Factors; and Organizational. The impact of this research is that universities that aim to develop and implement marketing intelligence can pay attention to technology, personal factors, and strategic/tactical/operational variables which are the 3 critical variables for building marketing intelligence.
Date of Conference: 24-25 August 2023
Date Added to IEEE Xplore: 17 October 2023
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Conference Location: Malang, Indonesia

References

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