International Journal of Business

Management & Research (IJBMR)

ISSN(P): 2249-6920; ISSN(E): 2249-8036
Vol. 6, Issue 5, Oct 2016, 63-70
TJPRC Pvt. Ltd.

CRITICAL ANALYSIS OF MANAGEMENT INFORMATION SYSTEMS FOR

ENHANCING PERFORMANCE OF STRATEGIC MARKETING OF B-SCHOOL
SUSHANT PATIL1 & R GOPAL2
1

Research Scholar, D.Y. Patil University, School of Management, Navi Mumbai, India

Research Guide, D.Y. Patil University, School of Management, Navi Mumbai, India

ABSTRACT
Recent progress in MIS has been recognized and is anticipated to contribute various economic benefits to all of
us from every angle of life and education is one of them. In todays dynamic technological age the marketing is the vital
for professional and B- School in India. Management information systems of professional institutes play a vital role to
grow and sustain in the global educational competitive market. This need to have continuous development of updated
technology and B-school cannot afford to keep away from MIS and technological development. Management
Information Systems (MIS) is play key role to meet effectual marketing in any business and educational sector is one of
them. This research paper surveys the extent to which management information systems implemented to make successful
marketing at B-school located at Pune in dynamic scenario.

structured questionnaires from the students and professors of B-School in Pune by convenience sampling method.
Around 225 questionnaires sent to collect the data. Out of 225 questionnaires 194 considered for the analysis. Collected
primary and secondary data were analyzed through SPSS-V.21version to test the said hypothesis in this research paper.
Finding and suggestion were framed on the basis of data analysis for effective and efficient marketing efforts in

Original Article

This research paper has major aim to find out the current position of Management Information System in
B-School located to Pune in terms of awareness and usage. Primary data has been collected by schedule method through

B-School.
This research paper elaborates role of MIS in marketing of B-school on the basis of relevant collected data
from selected B-School in and around Pune. The results of the research showed that MIS was primarily used to improve
marketing. MIS can help us in many ways in the B-school.
KEYWORDS: Management Information System, Marketing, B-School

Received: Sep 13, 2016; Accepted: Sep 27, 2016; Published: Oct 14, 2016; Paper Id.: IJBMROCT20168

INTRODUCTION
MIS stand for Management Information System and this can divide in to three word i.e.

Management: - Management is the function of optimum utilization of the available resources.

Information: - Information is the relevant available data which plays a key role for decision making.

System:-System is the process the set of elements which offers a structural framework to convert
unorganized (Data) into more organized information.

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Sushant Patil & R Gopal

Role of Management Information System in Educational Institute

Management information system has become vital because of the technological developmentwith greatamount
complications in higher educations. Without appropriate and correct information no organization can sustain or run
smoothly in dynamic marketand education is not an exception for this.
Decision Making
Todays higher education institutes requirevarious information related students admission data of past, alumni
etc. for building their marketing decisions.Institute need to have this information at their disposal at any given of point.
Coordination
MIS becomes a great weapon for developing impeccable coordinationwhich helps in creating a
comprehensiveassociationin the activities conducted by B-school through proper exchanging of informations.
Comparison of Performance
MIS retain all related previous. This indicates importance of the management information system.This statistics
become useful to build strategy.
The important data equipped by MIS is noteworthy to the effectual marketing for B-school. The questions
associated to the extent of managing the related information mainly used for acute and effective defense to competitive
market. Premeditated marketing in improving the management information has been raised.
Currently, higher education institutesand especially Bschool need to improve their capability and to
communicate the same in order to endure in the dynamic global competitions. Therefore education institution arestruggling
and endeavoring toimprove their marketing strategy effectively to get the students in Pune. In an effort to achieve this,
many modern B-Schools have concerned with a cycle of progressive investments in and adopted new management
information systems constituents. Previously B-Schoolsfrequently used Management Information Systems for providing
better services but not able to store which is becoming easy due to technology.

Figure 1: Source Primary Data Collected Through Personal Interview and Discussion

Impact Factor (JCC): 5.4362

NAAS Rating: 3.07

Critical Analysis of Management Information Systems for Enhancing Performance of Strategic Marketing of B-School

65

LITERATURE REVIEW
In education system number of researcher have carried out about the development and implementation MIS.
Research paper and article on challenges and implementation with evaluation of positive impact had been very scarce.
MIS has improved related research theme and studies. (Baskerville and Myers, 2002)
Shahaida, P., Rajashekar, H., &Nargundkar, R. (2009) made clear that business school education has tremendous
development in the last 20 years and facing the same challenges as business. Dynamic challenges of technology, drastic
change in customer expectations with fierce global competition are the major concerns.
Helm Stevens, R. (2011) reviews in his paper the relationship between the components of intellectual capital
human capital, structural capital, and relational capitalwithin environment of higher education.
Shweta, & Kumar, M. (2011) stated in their research paper Management education has a major problem of
relevance of the contemporary scenario around the globe. Whitten et al. (2004, p.12.), revealed that Data is an
arrangement of relatedinformation , that provide as output the information needed to support an organization as and when it
is needed for the appropriate use of it.From last two decades span, the MIS field has recognized vital and
instructionbased. This is reflecting as the province of professional systems (Skyrius2001) which indicate the attitude of
decision maker's to different factors influencing the business decisions quality.
Lindgreen, A., Palmer, R., & Vanhamme, J. (2004) explains marketing has changed suggestively since it first
emerged as a distinct business and management phenomenon and education sector need to understand this.

RESEARCH HYPOTHESES
Thus, we consider the hypothesis below

H01: The short term marketing based on processed data of MIS is negatively affecting in and around B-School of
Pune.

H11: The short term marketing based on processed data of MIS is positively affecting in and around B-School of
Pune.

H02: The long term marketing generated by processed data of MIS is negatively affecting in and around B-School
of Pune.

H12: The long term marketing generated by processed data of MIS is positively affecting in and around B-School
of Pune.

TOOL FOR SURVEY

The structured questionnaires were circulated and collected on a likert scales with response ranging from
5 - Strongly Agree, 4 - Agree, 3 - Neither Agree nor disagree, 2 - Disagreeto 1- Strongly Disagree. SPSS V-21 used to
analyze the collected information from respondent.

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Sushant Patil & R Gopal

RESEARCH OBJECTIVES
The objectives of this paper are:

To understand the awareness about applications and management of technology in marketing in B-school located
in Pune.

To evaluate website information and its impact on the marketing of the Pune located B-school.

To find out the linkage between the MIS and marketing of the Pune based B-school in term of performance.

RESEARCH METHODOLOGY
The Research methodology includes of primary and secondary study. Secondary study included the study of
available literature on the same. The primary study intended to carry data collection through the detailed questionnaire.
The questionnaire consist of

Questions on selection process

Questions on the usage of social media and so on

The Sampling Technique and Method

The sample was selected byusing Conveniencesampling technique. The surveywas conducted through schedule
method. The data has been put to analysis.
Data Analysis
The current study used SPSS (Statistical Package for Social Science), software V.21 to analyze the data obtained
from the survey. The current study used ANOVA to find out correlation and regression between the variables.
The regression was implemented to test the hypothesis and the linkages between dependent and independent variables.

H01: The short term marketing based on processed data of MIS is negatively affecting in and around B-School of
Pune.

H11: The short term marketing based on processed data of MIS is positively affecting in and around B-School of
Pune.

CORRELATIONS
Table 1
Correlations
Planned
Marketing
1

Pearson Correlation
Marketing
Sig. (2-tailed)
N
5
Pearson Correlation
.958*
MIS
Sig. (2-tailed)
.010
N
194
*. Correlation is significant at the 0.05 level (2-tailed).

Impact Factor (JCC): 5.4362

MIS
.958*
.010
5
1
194

NAAS Rating: 3.07

Critical Analysis of Management Information Systems for Enhancing Performance of Strategic Marketing of B-School

67

REGRESSION
Table 2
Regression
Model Summary
R
Adjusted
Model
R
Square
R Square
1
.958a
.918
.891
a. Predictors: (Constant), MIS

Std. Error of
the Estimate
7.28930

Table 3
ANOVAB
Sum of
Mean
df
Squares
Square
Regression
1792.328
1
1792.328
1 Residual
159.402
3
53.134
Total
1951.730
4
a. Predictors: (Constant), MIS
b. Dependent Variable: Marketing
(Source SPSS Calculation of Primary Data)
Model

Sig.

33.732

.010a

Table 4
Model Summary
R
Adjusted
Model
R
Square
R Square
1
.958a
.918
.891
a. Predictors: (Constant),MIS
(Source SPSS Calculation of Primary Data)

Std. Error of
the Estimate
7.28930

The results of regression interpret the value of coefficient 95.8% that indicates 1% change in independent variable
(Information or Data) can result in 95.8% change in dependent variable (improve short term marketing). Thus, if MIS
carried out professionally then the short term marketing is increased by 1%, this will result in 95.8% increase in positive
impact. This relationship is positive and significant as shown by small p value. Hence alternative hypothesis H11is
accepted.
Hypothesis 2
H02: The long term marketing generated by processed data of MIS is negatively affecting in and around B-School
of Pune.
H12: The long term marketing generated by processed data of MIS is positively affecting in and around B-School
of Pune.

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Sushant Patil & R Gopal

CORRELATIONS
Table 5
Correlations
Knowledge
MIS
Pearson Correlation
1
.929*
Long Term
Sig. (2-tailed)
.023
Marketing
N
5
5
Pearson Correlation
.929*
1
MIS
Sig. (2-tailed)
.023
N
194
194
*. Correlation is significant at the 0.05 level (2-tailed).
(Source SPSS Calculation of Primary Data)

REGRESSION
Table 6
Regression
Model Summary
Adjusted
Model
R
R Square
R Square
1
.929a
.862
.817
a. Predictors: (Constant), MIS
(Source SPSS Calculation of Primary Data)

Std. Error of
the Estimate
9.20278

Table 7
ANOVAb
Sum of
Mean
df
Squares
Square
Regression 1592.531 1 1592.531
1 Residual
254.073
3
84.691
Total
1846.604 4
a. Predictors: (Constant), MIS
b. Dependent Variable: long termmarketing
(Source SPSS Calculation of Primary Data)
Model

Sig.

18.804

.023a

Table 8
Coefficientsa
Unstandardized
Standardized
Coefficients
Coefficients
Model
B
Std. Error
Beta
(Constant)
2.103
5.828
1
Job rotation
.895
.206
.929
a. Dependent Variable: long term marketing
(Source SPSS Calculation of Primary Data)

Sig.

.361
4.336

.742
.023

The regression results interpret the value of coefficient 92.9% that indicates 1% change in independent variable
(long term marketing) can result in 92.9% change in dependent variable (improve employees knowledge). Thus, if the
long term marketing carried out professionally due to MIS by 1%, this will result in 96.8% increase in performance.
This relationship is positive and significant as shown by small p value. The value of coefficient of determination
(R2) is .742 that reveals training accounts to 74.2 % variation in performance and this can be viewed that there might be
other factors that bring variation of 25.8 % in the outcome variable. The t value for the hypothesis is .361 that
Impact Factor (JCC): 5.4362

NAAS Rating: 3.07

Critical Analysis of Management Information Systems for Enhancing Performance of Strategic Marketing of B-School

69

understanding of MIS is a one of the major predictor of improves long termmarketing performance.Hence alternative
hypothesis H1 2is accepted.

DISCUSSIONS
The major objective of this research paper is to find out the performance of proper MIS system in Pune B-school
with its use and impact on marketing practices. On the basis of length of marketing impact is correlated with data collected.
Correlation analysis was the base on which inferences were drawn between dependent and independent variable.
The significant output of this research is to communicate the use of MIS and on marketing whether its long term or short
term.

FINDINGS
Based on the statistical analysis of the collected data, some important findings and logical suggestions of the
research paper are as follows.

It has been observed that most of the B-School units located in Pune do not prefer to have traditional approach of
the adoption of various applications of computer but to adopt the contemporary and latest one.

Considering the cost elements, B-School located in Pune reluctant to utilize customized software for any of the
marketingstrategy and students alumni applications. The institutes are more comfortable with the online and
limited application software package.

As the size of the B-school located in Punevaries.Sothey have different attitude towardsthe adoption of data
department wise and controlling the usage of the same.

All the B-school has very casual approach towards maintaining and updating the computer application
considering the marketing impact.

MIS in not having equal importance but has enough awareness in the B-School located in Pune.

The MIS has strong influence on immediate as well as long term marketing impact of the Management institute
towards attraction of potential students.

The need and relevance of MIS in B-School is incorporated considering the fact of marketing.

CONCLUSION &RECOMMENDATIONS
Valuable recommendations indirectly make contribution to existing knowledge. Finding is based on primary and
secondary data collected by the research student. The information collected by the students has therefore become reliable
and authentic. MIS is very scarce and not measured as powerful weapon to the marketing of B-school in Pune. There are
big differences in the use of MIS, depending upon the size in B-school of Pune. This specifies that there is need to use MIS
for marketing and B-School should start to implement it for appropriate and useful information all the time for various
purposes like marketing, irrelevant of the size of B-school.
The educational instituteis not specific for the data required. They should have relevant data viz- updated Alumni
directory, history of admission, students geography and companies coming for recruitment etc. To be successful, MIS
should be developed and need to be implemented in-school. The study encourages the B-Schoolof Pune to implement
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Sushant Patil & R Gopal

updated MIS in enhancing impact of marketing and appropriate data collection.

In brief, the outcomes of the statistics is that MIS primarily used to enhance proper coordination and for making
marketing strategy in B-school in Pune. The study also revealed that MIS is the least implemented in the marketing of
B-School in Pune and consistent awareness programs must beconducted to enhance the use for marketing.
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doi:http://dx.doi.org/10.1108/10569210910939672

Impact Factor (JCC): 5.4362

NAAS Rating: 3.07