Marketing intelligence is a benchmark for strategic planning of the development of a university. Marketing intelligence: goals, sources and methods of obtaining information Marketing intelligence is

Marketing intelligence includes all the day-to-day information about all changes in the market environment to help managers develop a marketing plan and tactics for its implementation. The marketing intelligence service identifies the sources of information and then collects it and delivers it in the appropriate form to marketing managers.

Internal sources.

Intelligence data can often come into view responsible workers firms. But, unfortunately, employees are often too busy with their immediate responsibilities to convey this information to interested parties. Therefore, the firm must pay for their work as information gatherers and teach them how to extract intelligence and report on any interesting changes in the market. Managers are obliged to instruct their subordinates about this.

External sources of marketing intelligence.

Each specific firm should be interested in the organizations with which it works in contact - in the transfer of information of interest to it. The data a firm is interested in can be divided into three categories: 1) information about the macro environment; 2) information about competitors; 3) information about various innovations and trends

MIS scheme

Fig. 3 Marketing scheme information system

First, the firm sets the goals of the company, which determine the general direction of marketing planning. These goals are influenced by factors environment (competition, government and economy). Marketing plans include controllable factors including target market selection, marketing objectives, type of marketing organization, marketing strategy (product or service, distribution, promotion and price) and management.

Once the marketing plan is defined, the marketing information system can be used to concretize and meet the general information needs of marketing services. Marketing research gives exact information to solve research problems. It may require stored information (internal secondary data) or the collection of external secondary or primary information. Continuous observation is the procedure by which the changing environment is regularly analyzed. This may include subscribing to business and industry publications, regularly receiving information from employees and consumers, attending industry meetings, and observing competitors.

Data storage is the accumulation of all types of intra-company information (sales volume, costs, staff work, etc.), as well as information collected through market research and constant monitoring. This data helps you make decisions and is stored for use.

Depending on the firm's resources and the complexity of the information needs, the marketing information system can be computerized or not.

Marketing plans should be implemented on the basis of data obtained from the information system. For example, as a result of constant monitoring, a firm may conclude that the cost of raw materials will increase by 7% over the next year. This will give the company time to study marketing options (switching to substitutes, reallocating costs, taking on additional costs) and choosing one of the alternatives for implementation. If there is no observation, then the firm can be caught off guard and incur additional costs without any choice.

In general, IIA provides many advantages: organized collection of information; broad outlook; saving important data; avoiding crises; coordination of the marketing plan; speed; analysis of costs and benefits.

2. Marketing research is the systematic collection, reflection and analysis of data on the problems associated with the marketing of goods and services. In addition, it is a complex concept of all types research activitiesrelated to marketing management.

1) To be effective, these studies must be systematic and not random or unrelated.

2) These are not a one-off activity, they include a set of activities or processes: data collection, recording and analysis.

3) Data can come from different sources: from the company itself, unbiased organizations, or research professionals working for the firm.

4) Marketing research can be applied to any side of marketing that requires information to guide decision making.

When conducting marketing research, a scientific approach must be followed. It is based on objectivity, accuracy and thoroughness.Objectivity means that research is conducted without bias and takes into account all factors. Conclusions and points of view are not formed until all data has been collected and analyzed. Accuracy refers to the application of research tools that are carefully designed and used. If the research is not deep enough or voluminous, you can get wrong conclusions.

The use of market research varies widely depending on the company and the type of information required. Despite the fact that most firms conduct them in one form or another, research departments will be more likely to be created in large than in small firms.

Consumer goods firms spend more on marketing research than manufacturing firms.

There are three trends in marketing research: increasing availability of commercial databases, increasing use new technology and a deterioration in the image of polls among respondents.

Because information is essential for decision-making, a number of specialized firms create and sell databases to customers. They contain information on the characteristics of the population and business environment, economic forecasts, specialized bibliographic lists, etc. For example, despite the fact that ICM maintains 20 of its own databases and adds 20 thousand documents annually, it additionally buys information from seven research firms.

Information about the development of the market in which the company operates, and about the emerging trends, which helps the directors of the company form marketing plans. Such intelligence includes descriptions of new products released by competitors and changes in prices or more general economic and social statistics published by government and other bodies. To collect information, you can use different ways... For example, you can conduct consumer research in the general population using personal or postal questionnaires, face-to-face interviews and telephone interviews, and conduct group research; form groups for detailed discussion of a particular product; desk research uses secondary sources, publications and reports from government and other organizations; finally, information about existing products or prototypes can be obtained through a set of consumer dashboards that will regularly report on the use of different products, through experiments to test consumer reactions to products and advertising slogans, and through direct observation of consumers who buy or use a product or a service. The collection of information is undertaken to find new marketing opportunities and to identify potential threats to the marketing of existing products.

Marketing Information System (IIA) includes individuals, equipment and procedures for collecting, sorting, analyzing, evaluating and distributing the necessary timely and reliable information used in making marketing decisions.

The marketing information system of the company should be created taking into account the wishes of marketing managers, their real needs and economic feasibility. A useful step in this task can be creating internal commission on IIAs. She will conduct the necessary approvals with the departments with which marketers interact: production workers, sales managers, salespeople and other stakeholders to determine their information needs. The company can buy marketing and other information from specialized firms. Research firms collect data and offer it to their clients for much less than it costs. self-study market.

some companies have their own centers marketing information, which collect and disseminate the results of current observations of the market environment. These centers keep track of the most important news and reviews published in the media, and then send specially prepared newsletters to marketing managers. They collect, classify and store information of interest to the firm and help its managers evaluate new information. Services like these can dramatically improve the quality of information delivered to marketers.

H 37 Information collection methods

Despite the huge variety of research methods and techniques, the general scheme of activities implemented in the framework of market research is quite simple and straightforward. The main sources of marketing information are:

• Interviews and polls;
• Registration (observation);
• Experiment;
• Panel;
• Expert review.

Interview (survey) - finding out the position of people or getting help from them on any issue.

Surveys are the most common and most important form of data collection in marketing. Approximately 90% of studies use this method. The survey can be oral (personal) or written.

Face-to-face and telephone interviews are usually called interviews.

Telephone interviews

Face-to-face interviews: formalized and non-formalized.

In a formalized interview, there is a specific survey scheme (usually it is a questionnaire containing pre-prepared clear wording of questions and thought-out models of answers to them)

Informal interviews - This is a specific method of collecting information, in which there is only a theme and purpose.

In-depth interviews

Hall - tests are semi-formalized personal interviews in a special room.

Group non-formalized interview (focused interview, focus group) - is a group discussion of issues of interest by representatives of the target audience.

Observation (registration) is a form of marketing research, with the help of which a systematic, systematic study of the behavior of an object or subject is carried out.

Experiment is a study of the influence of one factor on another while simultaneously controlling extraneous factors.

Panelis the repeated collection of data from one group of respondents at regular intervals.

Expert review- this is an assessment of the processes under study by qualified specialists - experts.

Delphi method - a form of a survey of experts, in which their anonymous answers are collected over several rounds and through familiarization with the intermediate results receive a group assessment of the process under study.

Brainstorming method consists in the uncontrolled generation and spontaneous interweaving of ideas by the participants in the group discussion of the problem.

Synectics is considered a highly creative method. The idea of \u200b\u200bthe method is to gradually alienate the original problem by building analogies with other areas of knowledge. After multi-step analogies, a quick return to the original problem is made.

B. 25 Product distribution channels

A distribution channel is a system that delivers goods to points of sale.

Figure: 33 The structure of decisions by distribution channels

1. It is necessary to select or create such a configuration of channels that would allow reaching the right target clientele.

2. Channel members should have the ability and desire to adequately position the supplier's products and increase the value of the product offered to the end consumer.

In other words, when choosing or creating a channel structure, the supplier should try to find the optimal balance between its own market strategy and the consumer's franchise for the intermediary, which is determined by the characteristics of the target customer segments and their expectations regarding the properties of the offered product.

Channels can differ in the number of intermediaries and horizontal distribution (Fig. 34).

Figure: 34 Building product distribution channels

Marketing Intelligence (marketing intelligence) is an ongoing activity based on special procedures to collect current information about changes in the marketing environment, which is necessary for the development and adjustment of marketing plans and solutions. Based on the presented (see paragraph 2.3) structure of the MES firm, we can conclude that the goals, objectives, methods of obtaining information based on the use of, on the one hand, marketing research, on the other hand, marketing intelligence, differ. The essence of these differences is shown in Fig. 2.

Marketing research	Marketing Intelligence
Objectives: coincidence of deep external information, as well as internal information about the company.	Objectives: the coincidence of external information about the marketing environment and competitors.
Tasks: coincidence and analysis of data on specific marketing situations, as well as constant scientific monitoring external environment marketing.	Tasks: constant monitoring of the external environment of marketing, competitors on the basis of available external information, without special research.
Information sources: the results of our own scientific marketing research, as well as repeated information obtained from the research.	Information sources: the state and various characteristics of the marketing environment, the activities of competitors in real terms.
Methods of obtaining information: conducting marketing research using special scientific methods: survey, observation, testing, document analysis, experiments, special marketing research techniques.	Methods of obtaining information: the coincidence of unsystematic information about the marketing environment and competitors based on the use of covert methods of observation, collection and analysis of documents.

Figure: 2.in Differences between marketing research and marketing intelligence

As for the history of marketing intelligence, if we consider it a predecessor, commercial intelligence (at the time when modern concept marketing did not exist yet), it has quite deep roots and dates back to about the XIV century, when the first intelligence actions were carried out by Florentine merchants.

The goals and objectives of marketing intelligence are reduced to the ongoing work of the company to collect current information about the marketing environment. The marketing department and a number of other divisions are engaged in similar work in the firm. The most optimal is the approach within which the following databases are combined into a single card index:

Competition - all information about current and potential competitors;

Market - all market information, consumer tastes and needs, sales channels, etc.

Technology - production and use of products;

Legislation - all information from the legislation relating to the activities of the company, as well as information on the activities of the bodies that develop and adopt new legislative provisions;

Resources - all information about the material and technical resources required for the normal operation of the firm;

General trends - political, economic, social, demographic, etc .;

Other factors affecting the activities of the company and not considered above.

As for the channels, sources of obtaining information using marketing intelligence, Ch. Hunt and V. Zartar "yan, within the framework of the concept they developed, propose the" 4K + 1 "methodology for use. These are the following groups of information channels (" C ") used:

o "Text" channel, which includes general and special publications and databases from which a firm can obtain up to 40% of intelligence information.

o Channel "Firm", which includes customers, suppliers, bankers, distributors and agents, through which up to 40% of intelligence information can also be obtained from the AOR.

o Channel "Consultant", which includes public services, consultants and company administration and through which it is possible to obtain 10-15% of marketing intelligence information.

o Channel "Conversation" - fairs, presentations, salons, conferences. They provide approximately 5-6% of intelligence information.

o Channel "Joker" ("+1") complements the amount of marketing intelligence information up to 100%. As a rule, this is random information on a problem that gets to the bank of information (up to information from a book read by chance, rumors brought by a wife, a neighbor, etc.)

The characteristics of all sources of information included in the listed channels are quite obvious. Here are just a few. Thus, "Clients" tend to discuss their affairs, emphasize their importance, therefore, they often "pronounce" information that is interesting for the company. "Suppliers" tend to be talkative because they find it necessary to constantly emphasize their value relative to other suppliers. "Bankers", employees of financial institutions, many know about financial condition competitors. "Public", including advertising agencies, RI companies, recruiting and recruitment agencies, senders mail messages, as a rule, have a fairly rich knowledge of the external business environment.

Another classification of channels for the receipt of marketing intelligence information is used:

o Channel "Media" - the media through which some experts believe modern conditions receives up to 90% of all information about the marketing environment and competitors.

o Databanks - various state, public and commercial structures that specialize in the collection and processing of information, which provide the services of experts and consultants, as well as exhibitions, conferences and the like.

o Channel "Personnel" - cadres of all levels with whom you can come into contact in order to obtain intelligence information: customers, suppliers, employees of firms, etc.

o Channel "X" - unforeseen, random sources of intelligence information due to unexpected coincidence of circumstances.

The methods of obtaining information in the marketing intelligence process are different. With its help, information of two types is actually collected: legal, there is also information that is itself provided by elements of the external environment (competitors, suppliers, etc.), information that is collected from advertising sources, through an audit in competitors' stores, etc., and confidential (napivkonfіdentsіyna), for which the so-called economic espionage, covert surveillance, rumors, etc. are used.

So, the real and frequently used methods of collecting information in the process of organizing marketing intelligence can be called:

Collection of various open documentary information about the marketing environment, competitors, customers, and so on, from general and scientific publications, advertisements and etc.;

Collecting the necessary information when visiting exhibitions, presentations;

Collection of information at various conferences;

Visiting firms disguised as clients;

Using auditing retail outlets competitors (in the case of an audit of their own retail outlets, we can talk about marketing research);

Using the results of marketing, sociological and other research of competitors, obtained using various methods, and some others.

Today in many large companies there are dedicated departments for collecting and processing marketing intelligence. Employees of these departments look through publications, select news about markets, goods, consumers that are important for the company, make special reviews on their basis, which are sent to marketing managers. It is clear that these services significantly improve the quality of intelligence information. Interestingly, in Japan, marketing intelligence is an integral part of enterprise culture. Everyone at the enterprise - from the worker to the top manager - considers it his duty to provide the authorities with information about competitors.

Considering the problem of marketing intelligence, one should not forget that there is also marketing counterintelligence aimed at protecting a company's information from competitors (methods of such information protection are taught even in special university courses). An indispensable attribute of counterintelligence activities of large corporations is the maintenance of so-called "pirate dossiers", within which counterintelligence information is recorded related to the "borrowing" of the company's competitors of technological, marketing and other "know-how" of the company, primarily patented or protected by law. It is clear how important such information will be during disputes in arbitration courts, protecting their own developments, in other situations.

The concept of marketing implies that the primary goal of an organization should be customer satisfaction, not profit maximization.

The organization should be customer-centered, strive to understand and meet customer needs quickly and efficiently to the benefit of the customer and itself. This means that the purpose of marketing intelligence is to obtain information about the needs of consumers, the conditions for satisfying their needs in the most effective way.

The information that can be obtained as a result of conducting marketing intelligence contributes to the implementation of adequate strategies for the organization, which sets itself the goal of customer satisfaction in the maximum possible way. It is these organizations that can be classified as internal or external subjects of the IR.

Marketing intelligence (MR) is the activity of collecting current information about changes in the external marketing environment necessary for the development and adjustment of marketing plans.

Marketing intelligence is one of the constituent parts of a unified marketing information system (MIS), which serves as the basis for making management decisions in an organization.

MIS is a set of procedures and methods designed for the regular, systematic collection, analysis and distribution of information for the preparation and adoption of marketing decisions. IIA is the result of the collection of primary and secondary data relevant to the existence and development of any organization.

Primary data include data within the organization: reports on financial, economic, personnel, and other activities of the organization.

Secondary data include data on the organization's environment, obtained in the course of research, using special methods and techniques for collecting information about the influence of environmental factors on the development of the organization.

Information is divided into two types:

Marketing intelligence involves obtaining information about an organization's environment from a variety of sources in a legal way.

It is advisable to distinguish between implicit (retrievable) and explicit (communicative) information about the world around us. These types of information correspond to adequate methods, tools for collecting and analyzing information.

It should also be borne in mind that there are unforeseen circumstances of force majeure, political or defensive in nature, which may prevent the receipt of the necessary information.

Marketing intelligence managers have two primary goals:

• evaluate the situation;
• see new opportunities for the development of your organization (business).

To achieve these goals and objectives, two main types of intelligence are used: passive and active.

Passive intelligence. Provides organization necessary knowledge to make an objective assessment. Example. Accumulation of information about the activities of competitors.

Offensive, active reconnaissance. Assists the organization in identifying favorable chances and opportunities.

To make the right strategic decisions, information and knowledge are needed, primarily about the factors of development of the external environment.

Marketing intelligence does not exist as a stand-alone activity or as specific function organizations. Marketing intelligence is part of the complex management decision-making process in response to environmental challenges. It should be considered as one of the stages of the decision-making process by the management of the organization.

The process of collecting information about the influence of environmental factors is associated with finding a solution to any specific problem facing the organization.

The information promptly delivered to the management allows the problem to be recognized in time. A well-recognized problem allows you to move on to the process of searching for options for its possible solutions. The process of searching for solutions to a problem is the construction of models for solving a problem, finding its possible solutions and assessing their effectiveness.

Choosing one of the decisions and understanding the consequences of this decision makes it possible to predict the results and, ultimately, allows you to make the final management decision.

Structurally, the process of searching and making a decision in relation to any problem facing the leadership of the organization can be represented as three successive stages:

• information intelligence stage;
• the stage of understanding the problem, modeling solutions;
• stage of choosing one of the solutions.

If the collection of information in order to solve a particular problem is associated with its market position, then such collection of information is marketing intelligence.

Let's clarify one more point related to the definition of the place and role of marketing intelligence in the organization's marketing research system.

Marketing research includes the identification, collection, analysis, dissemination and use of information.

Marketing Research (MI) is conducted to identify the problem and to solve the problem. MI for solving a problem is the second stage associated with researching a product, price, promotion, distribution, segmentation. At the first stage, MI are carried out to determine the problem and are associated with the study of the organization's position in a specific market: market potential; market share; image; market characteristics; sales; trends; for forecasting purposes.

It is the first stage of MI that refers to and constitutes the content and goals of marketing intelligence. In this case, MR is carried out to identify problems that are either latent or there is a possibility of their occurrence in the future. The task of identifying the problems that the organization will face in the future in the external environment involves diagnosing the elements of influence from the external environment, short-term and long-term forecasting. The discovery of economic, social, technological, cultural or political trends leading to changes in consumer behavior can indicate both the existence of problems and the opening of opportunities for the organization.

The external environment includes a number of elements that have varying degrees of relevance and importance depending on the industry focus, field of activity, scale, nature of the tasks solved by the organization.

Marketing intelligence mainly uses so-called PEST and SWOT analyzes.

System of strategic (marketing) intelligence of the university

Subjects of marketing intelligence

Each university has persons and structures responsible for collecting information about the external environment. The main actors involved in collecting information about the external environment include:

1. Rector and his body. Vice-rectors.
2. Marketing and Advertising Activities Department.
3. Office for work with students.
4. Office of Public Relations and Media.
5. Analytical Information Department.
6. Other units responsible for specific areas of the university's activities.

The presented structures do not have each other feedback... Each of them has no data on the information collected by other structures.

They are integrated into a strictly hierarchical, vertical management structure of the university. They are directly subordinate to the rector or vice-rector, and in some positions to several at the same time.

The decision-making process by a leader in his daily practice is designed for a specific case and is based on a personal understanding of the problem. In this case, information is always in short supply.

The speed with which a leader needs to make a decision is often not ensured by the availability of the necessary information. In this case, the activity of this or that consultant to find the necessary information is always of an intelligence nature.

Most of the activities performed by managers are carried out automatically. It cannot be transferred to another person for execution, since these decisions are based on personal choice.

Every time a manager receives data, he already has a preconceived opinion about the performance of a particular department. Therefore, he knows in advance which information and from which structure or source will be useful and valuable for him, and which will not. This is the truth of the value and destiny of an individual or unit to which marketing intelligence is delegated or ignored.

Marketing Intelligence Object

The object of marketing intelligence is the external environment of the university. The correctly chosen strategy of the university depends on the understanding (assessment) of the influence that numerous elements of the external environment have on it. Research and assessment of the impact of the external environment on the development of an organization (university) is the subject of marketing intelligence.

The main directions of marketing intelligence of the external environment of the university

The state university is entirely dependent on government decisions, since it belongs to him completely. Therefore, information about decisions by state authorities is of fundamental importance for the formation of a university strategy.

Information about policy and government regulation is strategically critical. The biggest and most unpredictable problem, the source of most of the drama and hassle for the university environment, is the decisions of state bodies.

For example. The transition to a two-tier system was painful and took almost three years. As a result, we learned that there will be no bachelor's degree in marketing. All attempts to save it, which were undertaken by the RGTEU, GUU, REA, have led nowhere. Marketing has dissolved into management as a profile along with international management, logistics, information management... This critical strategic information has fundamentally influenced many management decisions in the university and the department in relation to the load, the teaching staff (teaching staff), etc.

Information about the opening of the bachelor's degree in advertising and public relations has become critical for universities. Previously, these disciplines were divided into departments and had separate areas of training. Example. Department of Marketing and Advertising, Faculty of Management; and Faculty of History, Political Science and Law, FIPP.

The knowledge that branches will be reduced, private universities will lose the opportunity to study in a magistracy, put private universities in a difficult position. There were offers to sell universities and close them.

To some extent, this made life easier for us, as there is a reduction in competitors, including unscrupulous ones. This information required a change in policy in relation to some branches and representative offices of the university network.

For example. Information about the creation of research universities and, as a result, changes in the funding of universities from the state will be different. In connection with these cardinal changes, the allocation of budgetary places will be reduced for humanitarian universities. For us, this is a signal to increase market share by lowering prices. It is important to know about emerging trends in the education market.

Competitive knowledge

For us, the competitive environment is 8-12 universities. We highlight the segments of universities by educational programs and areas. socio-economic, humanitarian, similar to our university. We also divide universities into state universities and non-state, private, commercial ones. Much depends on government decisions.

Raids were carried out to selected universities. There are reports on the work of admissions committees. Information is collected at DOD, exhibitions "Education and Career", which are held in separate periods of time - spring and autumn. We constantly monitor prices in universities and monitor the pricing process. We are especially worried about the discounts that HSE and some non-state universities and others manage to establish.

Information about new products produced by competitive universities is of considerable interest. For example, information about the expansion and increase of the directions (range) of master's programs in one of the competitive universities allowed us to more accurately determine our market niche and carry out the appropriate positioning of our EP.

Knowledge about new technologies and their implementation

Technological renewal of universities, their capabilities and chances of obtaining cash and other funds for the informatization of education, repairs, expansion of the material and technical base of the university from the ministry, associations of alumni and other sources of additional external funding. Proximity to state and political power, representatives big business, the use of methods and means of lobbying increases the chances of a university to receive investments and additional funding. In universities, through lobbying in political circles, significant funds are allocated for the renovation of the university and the expansion of places in the hostel. For us, this is information for thought, and in the absence of vacancies, we will not be able to count on regional consumers of the OP with high prices.

Consumer knowledge

This is one of the most important elements of the external environment that can influence the strategic decisions of the university. Not only from the point of view of the university's knowledge about the intentions of potential and actual clients of the university, the nature of their demand, but from the point of view of ideas that can be heard and collected from consumers (clients). This information is, of course, strategic in nature, since it is impossible to react to it immediately. But when making strategic plans, it is of great importance.

For example. Study of consumer sentiment and the nature of demand for certain areas of receipt vocational education from the side of applicants. Intentions to continue education in magistracy, graduate school, to get a second higher education, to study in MBA, courses, etc. Planning of training in preparatory courses of the university, lyceum classes, humanitarian college. Study of satisfaction with the quality of education at the university. Evaluation of loyalty programs, which are organized by a special unit - Office for work with students. The work of the selection committee. Understanding the queues when applying to the university by applicants. Receiving information by phone. The very process of accepting documents, etc.

Knowledge of the economic situation

Demographic situation in the country and in Moscow. Reducing the number of students. This year, the number of 11th grade graduates across the country equaled the number of places in the university. But in Moscow the situation is different - the metropolis works like a vacuum cleaner.

The number of women. Including young women - girls more than the number of men in Moscow by two million people. We have a humanitarian university and we receive 80 to 20, as according to the Pareto law. For us, this information is relevant and positive.

Collecting information on the solvency of various segments of the education market. Methods and methods of payment for educational services.

Information on inflation, oil prices, and the ruble exchange rate is considered strategically important, if it can be predicted at all. This information is especially important when the final price of the OP is set in May and June.

Another element of the external environment is the social environment

There can be a lot of interesting and important information here for making strategic decisions. Here are examples of specific topics of conversations and questions about various sides social lifethat relate to the life of the university. Understanding the place and role of mobility on the part of young people from other countries, republics and regions. The problem of tolerance and tolerance for national minorities. Problems with resettlement when recruiting in a hostel and compliance with the rules and norms of residence and behavior. This is a problem with dining and buffets, snacks in between. Large windows between couples. Access to the library.

Smoking and drugs. Stealing and keeping young people safe is a big deal for parents. They constantly ask: how are you with the recruitment of young people from the Caucasus - a lot or a little ?!

Information sources

The sources of information at the university are:

• Websites. The most informative source of information.
• Reference books. Statistical compilations. Magazines. Press publications, event announcements, etc.
• The most important source of information is the government. Organs state regulation and control.
• Surveys of students and applicants. Conducting focus groups in student groups. Example. A survey of student satisfaction with the quality of education together with Dymshits & Partners in an online service. Annual report on graduates of the RSUH CVD since 2004. there is interesting fact... It is practically difficult to gather graduates and invite them to take part in the survey on their own. And so in 2004 I proposed to insert a visit to the CVD into the graduate's roundabout list. Grant survey. Example, Master's study. The collection of information was carried out from several sources.
• Competitors. We do not see detailed reports and documents. But there are speeches and public statements by representatives of competing universities, their speakers-rectors. The Marketing and Advertising Department constantly monitors the products and services of competitors, their OP. The specialists responsible for collecting strategic information try to measure the volume of sales in the market, the volume of the paid education market, prices and pricing, modernization and innovation in educational programsah, advertising activity and PR, PPP movement. This challenging job is done at many sites where important information is present. At exhibitions, DODs, etc.
• Branches of universities. A valuable source of information about what is happening in the regions. Especially for universities, which have more than 40 branches and representative offices.
• Customers. These include those who carry out targeted admission of applicants to universities. First of all, ministries, municipal and regional departments. These are industry enterprises and organizations, finally, parents of applicants and applicants themselves of all levels and forms of education.
• Professional associations: GM, RAM, RAMU, AKAR, RASO, conferences and round tables held by them, meetings. Example: 15th international conference head. department advertising, PR and related disciplines in Russia, which took place in April 2011 with the participation and organization of the Department of Marketing and Advertising and the Department of Marketing and Advertising Activities of the RSUH. The conference, which lasted three days, made it possible to exchange views and principles of work on the transition to a two-tier education system: bachelor's and master's degrees. This conference has become an important source of critical information regarding the organizational, scientific and methodological renewal of the work of universities.
• Own staff. It is an invaluable source of information. Methods of obtaining information include forms of interpersonal communication and interaction: "pigeon mail", "tete-a-tete", "word of mouth". This is a great source for improving organizational work at the university. Trips abroad, to other universities of the rector, vice-rectors, deans and individual representatives of the teaching staff, subject to bringing information to the management, serve as conditions for updating the EP, organizing the work of departments, faculties, and the university as a whole. Senior management trips often end with the discovery of new research areas and structures within the institution.

Visiting exhibitions abroad and participating in conferences, internships for students and teaching staff are a factor of renewal and innovation.

• Industry media and interactions with them. Internet media, ratings of specialized agencies. Appeals from the Union of Rectors, federal agencies on employment and employment, other sources. The sources listed above for obtaining information serve as a guide not only in making managerial operational decisions, but, which is especially important to emphasize, in the formation strategic directions development of the university.

Methods of collecting information

Two ways: tracking and searching.

Tracking has visual and monitoring functions. Has, as a rule, assigned tasks and goals.

For example. University prices and discounts. Competitive similar undergraduate EPs and profiles.

For example. The master's degree is gradually coming to the fore, as the most important competitive advantage university educational programs - proposals to the market in the future. In this case, the search for information is organized primarily through the websites of universities. Depending on the nature of the events that are organized by the universities themselves or where there are universities, appropriate forms and methods of marketing intelligence are used: from the "mystery shopper" model to the included observation and collection of information through interviews, observation, focus groups, etc. ways of collecting information.

Information analysis

A large and varied toolkit has been accumulated to analyze information.

There are several special programs for storing and analyzing marketing information. For example: "Marketing Management" - operating system collection and processing of data. At our university, we have focused on this program and are gradually mastering this model. Here are entered statistical data, data of intra-university information, consumer surveys - students, graduates, applicants, parents, teaching staff. The popular SPSS data analysis and processing program is used to process personal data. The data obtained during the search, tracking information is converted into tables, graphs, which are sent to the university management for use in strategic planning, including for the correction of tactical plans, in the operational management of the university.

conclusions

Marketing intelligence is essential strategic planning organizations in a competitive economic environment, in a university environment. Marketing intelligence provides important results for making conclusions about the position and prospects of the university's development in a competitive environment, planning its budgets.

The author hopes that the outlined practice of implementing the marketing intelligence system using the specific example of the Russian State University for the Humanities will expand the understanding of the strategic planning of the development of a university in a competitive market.

//www.marketologi.ru/

Meeting the needs of consumers and maximizing the profits of organizations can serve as a basis for distinguishing between those organizations that rightly position themselves as marketing, and those who use terminology to decorate their goals, thereby damaging the image marketing practice in Russia.

Aaker D., Kumar W. Day J. Marketing research. - SPb .: Peter, 2004 .-- S. 22-23.

Distinguish between internal and external subjects of marketing intelligence. Internal subjects of the MR include persons, departments responsible for collecting information. External - independent companies, agencies involved by the organization to conduct marketing intelligence.

Churchill G. Marketing research. - SPb .: Peter, 2003 .-- S. 40-43.

In Art. 2 of Law No. 24-FZ "On Information ..." it says that " confidential information - documented information, access to which is limited in accordance with the legislation of the Russian Federation. "

The concept of a market in marketing is related to customer satisfaction.

Maphotra N.K. Marketing research. - M .: Williams, 2002 .-- S. 35-36.

For example, diagnostics of the external environment indicates an increase in market potential (growth in demand), an organization must take steps so as not to lose its share in it.

PEST analysis (sometimes referred to as STEP) is a marketing tool designed to identify political (Political), economic (Economic), social (Social) and technological (Technological) aspects of the external environment that affect a company's business. SWOT analysis is a strategic planning method used to assess factors and phenomena that affect a project or enterprise. All factors are divided into four categories: strengths ( strengths), weaknesses ( weak sides), opportunities (opportunities) and threats (threats). The method includes defining the purpose of the project and identifying internal and external factorsfacilitating or complicating its achievement. See: D.A. Shevchenko Advertising. Marketing. PR. - M .: MGOU, 2009 .-- P. 16.

Analysis and generalization of data are carried out by methods of manual, computer processing. Both descriptive and analytical methods are used for processing. Among analytical methods often used in marketing: trend analysis, nonlinear regression and correction methods, discriminant analysis, cluster analysis, factor analysis and others.

Marketing is perceived in Russia from the negative side, it is stigmatized at every step by Russian citizens. In the media, among the population, it is widely believed that marketing is a deception with an attempt to sell something to any person at any cost, in order to gain benefits for themselves, and not for the consumer.

The challenge for the professional community of marketers is to uncover pseudo-marketing designs and cleanse marketing activities from this kind of stigma.

Some companies that position themselves as marketing intelligence companies would be more correctly called pseudo-marketing intelligence companies.

Let's try to understand this issue.

Note that the term "marketing intelligence" has nothing to do with military, industrial, geological and other intelligence.

Some companies inappropriately characterize their activities for the collection of industrial information (industrial espionage), insider (proprietary information that may affect market value shares), banking (collection agencies engaged in the return of debts from legal or individuals) etc. as marketing intelligence. Attempts by companies to position themselves in this way are associated either with their lack of understanding of the essence of marketing, or with a decorative purpose.

Companies of this kind have nothing to do with marketing intelligence. Understanding marketing intelligence is wise to start with an understanding of the content and goals of marketing.

Marketing is a management system for the development and promotion of goods and services that have value for the consumer, manufacturer and society as a whole, based on integrated analysis market.

The concept of marketing implies that the primary goal of an organization should be customer satisfaction, not profit maximization.

The organization should be customer-centered, strive to understand and meet customer needs quickly and efficiently to the benefit of the customer and itself. This means that the purpose of marketing intelligence is to obtain information about the needs of consumers, the conditions for satisfying their needs in the most effective way.

The information that can be obtained as a result of conducting marketing intelligence contributes to the implementation of adequate strategies for the organization, which sets itself the goal of customer satisfaction in the maximum possible way. It is these organizations that can be classified as internal or external subjects of the IR.

Marketing intelligence (MR) is the activity of collecting current information about changes in the external marketing environment necessary for the development and adjustment of marketing plans.

Marketing intelligence is one of the constituent parts of a unified marketing information system (MIS), which serves as the basis for making management decisions in an organization.

MIS is a set of procedures and methods designed for the regular, systematic collection, analysis and distribution of information for the preparation and adoption of marketing decisions. IIA is the result of the collection of primary and secondary data relevant to the existence and development of any organization.

Primary data include data within the organization: reports on financial, economic, personnel, and other activities of the organization.

Secondary data include data on the organization's environment, obtained in the course of research, using special methods and techniques for collecting information about the influence of environmental factors on the development of the organization.

Information is divided into two types:

Marketing intelligence involves obtaining information about an organization's environment from a variety of sources in a legal way.

It is advisable to distinguish between implicit (retrievable) and explicit (communicative) information about the world around us. These types of information correspond to adequate methods, tools for collecting and analyzing information.

It should also be borne in mind that there are unforeseen circumstances of force majeure, political or defensive in nature, which may prevent the receipt of the necessary information.

Marketing intelligence managers have two primary goals:

• evaluate the situation;
• see new opportunities for the development of your organization (business).

To achieve these goals and objectives, two main types of intelligence are used: passive and active.

Passive intelligence. Provides the organization with the necessary knowledge to make an objective assessment. Example. Accumulation of information about the activities of competitors.

Offensive, active reconnaissance. Assists the organization in identifying favorable chances and opportunities.

To make the right strategic decisions, information and knowledge are needed, primarily about the factors of development of the external environment.

Marketing intelligence does not exist as a stand-alone activity or as a specific function of an organization. Marketing intelligence is part of the complex management decision-making process in response to environmental challenges. It should be considered as one of the stages of the decision-making process by the management of the organization.

The process of collecting information about the influence of environmental factors is associated with finding a solution to any specific problem facing the organization.

The information promptly delivered to the management allows the problem to be recognized in time. A well-recognized problem allows you to move on to the process of searching for options for its possible solutions. The process of searching for solutions to a problem is the construction of models for solving a problem, finding its possible solutions and assessing their effectiveness.

Choosing one of the decisions and understanding the consequences of this decision makes it possible to predict the results and, ultimately, allows you to make the final management decision.

Structurally, the process of searching and making a decision in relation to any problem facing the leadership of the organization can be represented as three successive stages:

• information intelligence stage;
• the stage of understanding the problem, modeling solutions;
• stage of choosing one of the solutions.

If the collection of information in order to solve a particular problem is associated with its market position, then such collection of information is marketing intelligence.

Let's clarify one more point related to the definition of the place and role of marketing intelligence in the organization's marketing research system.

Marketing research includes the identification, collection, analysis, dissemination and use of information.

Marketing Research (MI) is conducted to identify the problem and to solve the problem. MI for solving a problem is the second stage associated with researching a product, price, promotion, distribution, segmentation. At the first stage, MI are carried out to determine the problem and are associated with the study of the organization's position in a specific market: market potential; market share; image; market characteristics; sales; trends; for forecasting purposes.

It is the first stage of MI that refers to and constitutes the content and goals of marketing intelligence. In this case, MR is carried out to identify problems that are either latent or there is a possibility of their occurrence in the future. The task of identifying the problems that the organization will face in the future in the external environment involves diagnosing the elements of influence from the external environment, short-term and long-term forecasting. The discovery of economic, social, technological, cultural or political trends leading to changes in consumer behavior can indicate both the existence of problems and the opening of opportunities for the organization.

The external environment includes a number of elements that have varying degrees of relevance and importance depending on the industry focus, field of activity, scale, nature of the tasks solved by the organization.

Marketing intelligence mainly uses so-called PEST and SWOT analyzes.

System of strategic (marketing) intelligence of the university

Subjects of marketing intelligence

Each university has persons and structures responsible for collecting information about the external environment. The main actors involved in collecting information about the external environment include:

1. Rector and his body. Vice-rectors.
2. Marketing and Advertising Activities Department.
3. Office for work with students.
4. Office of Public Relations and Media.
5. Analytical Information Department.
6. Other units responsible for specific areas of the university's activities.

The presented structures do not have feedback among themselves. Each of them has no data on the information collected by other structures.

They are integrated into a strictly hierarchical, vertical management structure of the university. They are directly subordinate to the rector or vice-rector, and in some positions to several at the same time.

The decision-making process by a leader in his daily practice is designed for a specific case and is based on a personal understanding of the problem. In this case, information is always in short supply.

The speed with which a leader needs to make a decision is often not ensured by the availability of the necessary information. In this case, the activity of this or that consultant to find the necessary information is always of an intelligence nature.

Most of the activities performed by managers are carried out automatically. It cannot be transferred to another person for execution, since these decisions are based on personal choice.

Every time a manager receives data, he already has a preconceived opinion about the performance of a particular department. Therefore, he knows in advance which information and from which structure or source will be useful and valuable for him, and which will not. This is the truth of the value and destiny of an individual or unit to which marketing intelligence is delegated or ignored.

Marketing Intelligence Object

The object of marketing intelligence is the external environment of the university. The correctly chosen strategy of the university depends on the understanding (assessment) of the influence that numerous elements of the external environment have on it. Research and assessment of the impact of the external environment on the development of an organization (university) is the subject of marketing intelligence.

The main directions of marketing intelligence of the external environment of the university

A state university is entirely dependent on government decisions, since it belongs entirely to it. Therefore, information about decisions by state authorities is of fundamental importance for the formation of a university strategy.

Information about policy and government regulation is strategically critical. The biggest and most unpredictable problem, the source of most of the drama and hassle for the university environment, is the decisions of state bodies.

For example. The transition to a two-tier system was painful and took almost three years. As a result, we learned that there will be no bachelor's degree in marketing. All attempts to save it, which were undertaken by the RGTEU, GUU, REA, have led nowhere. Marketing has dissolved in management as a profile, along with international management, logistics, information management. This most important strategic information fundamentally influenced many management decisions in the university and department in relation to the workload, faculty, etc.

Information about the opening of the bachelor's degree in advertising and public relations has become critical for universities. Previously, these disciplines were divided into departments and had separate areas of training. Example. Department of Marketing and Advertising, Faculty of Management; and Faculty of History, Political Science and Law, FIPP.

The knowledge that branches will be reduced, private universities will lose the opportunity to study in a magistracy, put private universities in a difficult position. There were offers to sell universities and close them.

To some extent, this made life easier for us, as there is a reduction in competitors, including unscrupulous ones. This information required a change in policy in relation to some branches and representative offices of the university network.

For example. Information about the creation of research universities and, as a result, changes in the funding of universities from the state will be different. In connection with these cardinal changes, the allocation of budgetary places will be reduced for humanitarian universities. For us, this is a signal to increase market share by lowering prices. It is important to know about emerging trends in the education market.

Competitive knowledge

For us, the competitive environment is 8-12 universities. We highlight the segments of universities by educational programs and areas. socio-economic, humanitarian, similar to our university. We also divide universities into state universities and non-state, private, commercial ones. Much depends on government decisions.

Raids were carried out to selected universities. There are reports on the work of admissions committees. Information is collected at DOD, exhibitions "Education and Career", which are held in separate periods of time - spring and autumn. We constantly monitor prices in universities and monitor the pricing process. We are especially worried about the discounts that HSE and some non-state universities and others manage to establish.

Information about new products produced by competitive universities is of considerable interest. For example, information about the expansion and increase of the directions (range) of master's programs in one of the competitive universities allowed us to more accurately determine our market niche and carry out the appropriate positioning of our EP.

Knowledge about new technologies and their implementation

Technological renewal of universities, their capabilities and chances of obtaining cash and other funds for the informatization of education, repairs, expansion of the material and technical base of the university from the ministry, associations of alumni and other sources of additional external funding. Proximity to state and political authorities, representatives of big business, the use of methods and means of lobbying expand the chances of a university to receive investments and additional funding. In universities, through lobbying in political circles, significant funds are allocated for the renovation of the university and the expansion of places in the hostel. For us, this is information for thought, and in the absence of vacancies, we will not be able to count on regional consumers of the OP with high prices.

Consumer knowledge

This is one of the most important elements of the external environment that can influence the strategic decisions of the university. Not only from the point of view of the university's knowledge about the intentions of potential and actual clients of the university, the nature of their demand, but from the point of view of ideas that can be heard and collected from consumers (clients). This information is, of course, strategic in nature, since it is impossible to react to it immediately. But when making strategic plans, it is of great importance.

For example. Study of consumer sentiments and the nature of demand for certain areas of vocational education on the part of applicants. Intentions to continue education in magistracy, graduate school, to get a second higher education, to study in MBA, courses, etc. Planning of training in preparatory courses of the university, lyceum classes, humanitarian college. Study of satisfaction with the quality of education at the university. Evaluation of loyalty programs, which are organized by a special unit - Office for work with students. The work of the selection committee. Understanding the queues when applying to the university by applicants. Receiving information by phone. The very process of accepting documents, etc.

Knowledge of the economic situation

Demographic situation in the country and in Moscow. Reducing the number of students. This year, the number of 11th grade graduates across the country equaled the number of places in the university. But in Moscow the situation is different - the metropolis works like a vacuum cleaner.

The number of women. Including young women - girls more than the number of men in Moscow by two million people. We have a humanitarian university and we receive 80 to 20, as according to the Pareto law. For us, this information is relevant and positive.

Collecting information on the solvency of various segments of the education market. Methods and methods of payment for educational services.

Information on inflation, oil prices, and the ruble exchange rate is considered strategically important, if it can be predicted at all. This information is especially important when the final price of the OP is set in May and June.

Another element of the external environment is the social environment

There can be a lot of interesting and important information here for making strategic decisions. Here are examples of specific topics of conversations and questions about various aspects of social life that relate to the life of the university. Understanding the place and role of mobility on the part of young people from other countries, republics and regions. The problem of tolerance and tolerance for national minorities. Problems with resettlement when recruiting in a hostel and compliance with the rules and norms of residence and behavior. This is a problem with dining and buffets, snacks in between. Large windows between couples. Access to the library.

Smoking and drugs. Stealing and keeping young people safe is a big deal for parents. They constantly ask: how are you with the recruitment of young people from the Caucasus - a lot or a little ?!

Information sources

The sources of information at the university are:

• Websites. The most informative source of information.
• Reference books. Statistical compilations. Magazines. Press publications, event announcements, etc.
• The most important source of information is the government. Bodies of state regulation and control.
• Surveys of students and applicants. Conducting focus groups in student groups. Example. A survey of student satisfaction with the quality of education together with Dymshits & Partners in an online service. Annual report on graduates of the RSUH CVD since 2004. There is an interesting fact. It is practically difficult to gather graduates and invite them to take part in the survey on their own. And so in 2004 I proposed to insert a visit to the CVD into the graduate's roundabout list. Grant survey. Example, Master's study. The collection of information was carried out from several sources.
• Competitors. We do not see detailed reports and documents. But there are speeches and public statements by representatives of competing universities, their speakers-rectors. The Marketing and Advertising Department constantly monitors the products and services of competitors, their OP. The specialists responsible for collecting strategic information are trying to measure the volume of sales on the market, the volume of the paid education market, prices and pricing, modernization and innovation in educational programs, advertising activity and PR, movement of the teaching staff. This challenging job is done at many sites where important information is present. At exhibitions, DODs, etc.
• Branches of universities. A valuable source of information about what is happening in the regions. Especially for universities, which have more than 40 branches and representative offices.
• Customers. These include those who carry out targeted admission of applicants to universities. First of all, ministries, municipal and regional departments. These are industry enterprises and organizations, finally, parents of applicants and applicants themselves of all levels and forms of education.
• Professional associations: GM, RAM, RAMU, AKAR, RASO, conferences and round tables held by them, meetings. Example: 15th international conference head. department advertising, PR and related disciplines in Russia, which took place in April 2011 with the participation and organization of the Department of Marketing and Advertising and the Department of Marketing and Advertising Activities of the RSUH. The conference, which lasted three days, made it possible to exchange views and principles of work on the transition to a two-tier education system: bachelor's and master's degrees. This conference has become an important source of important information regarding the organizational, scientific and methodological renewal of the work of universities.
• Own staff. It is an invaluable source of information. Methods of obtaining information include forms of interpersonal communication and interaction: "pigeon mail", "tete-a-tete", "word of mouth". This is a great source for improving organizational work at the university. Trips abroad, to other universities of the rector, vice-rectors, deans and individual representatives of the teaching staff, subject to bringing information to the management, serve as conditions for updating the EP, organizing the work of departments, faculties, and the university as a whole. Senior management trips often end with the discovery of new research areas and structures within the institution.

Visiting exhibitions abroad and participating in conferences, internships for students and teaching staff are a factor of renewal and innovation.

• Industry media and interactions with them. Internet media, ratings of specialized agencies. Appeals from the Union of Rectors, federal employment and employment agencies, other sources. The sources listed above for obtaining information serve as a guide not only in making managerial operational decisions, but, which is especially important to emphasize, in the formation of strategic directions for the development of the university.

Methods of collecting information

Two ways: tracking and searching.

Tracking has visual and monitoring functions. Has, as a rule, assigned tasks and goals.

For example. University prices and discounts. Competitive similar undergraduate EPs and profiles.

For example. The master's degree is gradually coming to the fore, as the most important competitive advantage of university educational programs - proposals to the market in the future. In this case, the search for information is organized primarily through the websites of universities. Depending on the nature of the events that are organized by the universities themselves or where there are universities, appropriate forms and methods of marketing intelligence are used: from the "mystery shopper" model to the included observation and collection of information through interviews, observation, focus groups, etc. ways of collecting information.

Information analysis

A large and varied toolkit has been accumulated to analyze information.

There are several special programs for storing and analyzing marketing information. For example: "Marketing Management" is an operating system for collecting and processing data. At our university, we have focused on this program and are gradually mastering this model. Here are entered statistical data, data of intra-university information, consumer surveys - students, graduates, applicants, parents, teaching staff. The popular SPSS data analysis and processing program is used to process personal data. The data obtained during the search, tracking information is converted into tables, graphs, which are sent to the university management for use in strategic planning, including for the correction of tactical plans, in the operational management of the university.

conclusions

Marketing intelligence is a necessary component of the strategic planning of an organization in a competitive economic environment, in a university environment. Marketing intelligence provides important results for making conclusions about the position and prospects of the university's development in a competitive environment, planning its budgets.

The author hopes that the outlined practice of implementing the marketing intelligence system using the specific example of the Russian State University for the Humanities will expand the understanding of the strategic planning of the development of a university in a competitive market.

Http://www.marketologi.ru/

Meeting the needs of consumers and maximizing the profits of organizations can serve as the basis for distinguishing between those organizations that rightly position themselves as marketing, and those who use terminology to decorate their goals, thereby damaging the image of marketing practices in Russia.

Aaker D., Kumar W. Day J. Marketing research. - SPb .: Peter, 2004 .-- S. 22-23.

Distinguish between internal and external subjects of marketing intelligence. Internal subjects of the MR include persons, departments responsible for collecting information. External - independent companies, agencies involved by the organization to conduct marketing intelligence.

Churchill G. Marketing research. - SPb .: Peter, 2003 .-- S. 40-43.

In Art. 2 of Law No. 24-FZ "On Information ..." states that "confidential information is documented information, access to which is limited in accordance with the legislation of the Russian Federation."

The concept of a market in marketing is related to customer satisfaction.

Maphotra N.K. Marketing research. - M .: Williams, 2002 .-- S. 35-36.

For example, diagnostics of the external environment indicates an increase in market potential (growth in demand), an organization must take steps so as not to lose its share in it.

PEST analysis (sometimes referred to as STEP) is a marketing tool designed to identify political (Political), economic (Economic), social (Social) and technological (Technological) aspects of the external environment that affect a company's business. SWOT analysis is a strategic planning method used to assess factors and phenomena that affect a project or enterprise. All factors are divided into four categories: strengths, weaknesses, opportunities and threats. The method includes defining the goal of the project and identifying internal and external factors that contribute to its achievement or complicate it. See: D.A. Shevchenko Advertising. Marketing. PR. - M .: MGOU, 2009 .-- P. 16.

Analysis and generalization of data are carried out by methods of manual, computer processing. Both descriptive and analytical methods are used for processing. Among the analytical methods in marketing are often used: trend analysis, methods of nonlinear regression and correction, discriminant analysis, cluster analysis, factor analysis and others.