Department of Management, Marketing and Business Administration
Business GIS in Marketing Courses
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MKT 684 SyllabusMKT 485 SyllabusScheduleResources

MKT 684: Seminar in Integrated Business GIS

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Dr. Fred Miller 
Department of Management and Marketing 
451C BB, Phone 270.809.6206 
Office hours:
9:00-12:00 M & 1:00-4:00 T,Th or by appointment

Web class

The term Integrated Business GIS refers to information technology systems which combine powerful Business geographic information system (GIS) software with extensive datasets, automated analytical tools, potent visualization capabilities and robust reporting capabilities. In this course, students will learn about the role of these systems in business decision making and how to apply Integrated Business GIS tools to business decisions such as competitive analysis, site selection, customer profiling, sales management and marker segmentation. Course activities include readings and completion of modular Business GIS projects. Students will also design, conduct and manage a customized Business GIS research project for an external organization. Prerequisites: MKT 485 or consent of instructor. 


Integrated Business GIS systems combine standard GIS tools with extensive demographic, business and customer lifestyle databases to produce comprehensive systems for Business GIS analysis. This combination of resources makes powerful Business GIS analysis within the range of entrepreneurs, businesses and economic development organizations of all sizes. The purpose of this course is to increase students’ understanding of the potential of Integrated Business GIS for these organizations and to increase students’ abilities to apply these tools to business decision making in both case-based and real world settings.


To complete this course, students must demonstrate: 

  1. a basic knowledge of the role of Business GIS systems in organizations;
  2. basic competence in Integrated Business GIS software;
  3. the ability to apply Integrated Business GIS tools to a variety of business problems;
  4. the ability to perform Integrated Business GIS research for a client organization, and;
  5. effective written and oral communication skills 

Master of Business Administration (MBA) Program Learning Goals: Graduates of the Master of Business Administration (MBA) Program will: 

Goal 1:  Core Business Knowledge
Ø       Possess the current working body of knowledge in the business disciplines of Management, Marketing, Managerial Accounting, Managerial Economics, Corporate Finance, and Quantitative Management Science.

Goal 2:  Strategic Problem Solving and Decision Making
Ø       Be able to incorporate a strategic perspective into their decision making and problem solving processes after identifying, analyzing, and applying relevant data and information.

Goal 3:  Effective Communication
Ø       Be able to effectively communicate ideas in written professional reports.

Goal 4:  Leadership and Change Management
Ø       Be able to appropriately incorporate various leadership and change management theories, including Transformational Leadership, into their organizational leadership and management activities.

Goal 5:  Global Awareness and Diversity Issues
Ø       Be able to incorporate external/international forces that impact on business, as well as understand the various dimensions and advantages of Diversity in the work place.

Goal 6:  Technology Awareness and Usage
Ø       Be aware of latest information technology, and demonstrate its usage in and outside the classroom

Goal 7:  Ethics
Ø      Be able to incorporate the various ethical perspectives into their decision making and problem solving processes after identifying, analyzing, and applying relevant data and information.


  1. Two 100 point examinations covering text materials and readings, one of which will constitute the course final examination.
  2. One 50 point Business Mapping Project in three parts
  3. One 25 point individual Business GIS summary report on Tutorial Chapter 3
  4. One  25 point summary reports on assigned Tutorial chapter,
  5. One 100 point team based research project report for a client organization using Business Analyst Online
Final grades will be based on points earned as a percentage of total possible points. The following scale will be altered only for the benefit of the class. 

          A = 90% and above 
          B = 80% to 89.99% 
          C = 70% to 79.99% 
          D = 60% to 69.99% 
          E = below 60% 

  1. Graded assignments are due by 4:30 PM on the date specified.  Late assignments will be assessed a 20% grade penalty.
  2. Students may make up missed examinations only in extremely unusual circumstances and only with prior consultation with the instructor.
  3. Individual extra work to improve a grade will not be allowed.
  4. All students will take the final exam.  The Faculty of the Department of Management and Marketing expects professional quality performance on all written work submitted for credit in our courses. Professional quality performance includes; 1) proper grammatical construction and spelling, 2) logical and clear presentation of content, and 3) neat, well structured documents.
  5. The Faculty of the Department of Management and Marketing expects students to be prepared for each class meeting. This includes studying assigned material before the class meeting at which it will be discussed. It also includes participating in class discussions.
  6. With this reference, the Academic Dishonesty Policies of Murray State University and the College of Business and Public Affairs are incorporated into this document. These policies will be enforced vigorously in this course. Copies are available in the classroom and from the instructor. Students have full responsibility for reading, understanding and complying with these policies 
PREREQUISITES:  MKT 485 or GSC 521 or consent of instructor.
INSTRUCTIONAL ACTIVITIES:  ESRI's Getting Started with GIS Virtual Campus courses, text/article readings and discussion, Web based exercises, and independent projects
FIELD AND CLINICAL EXPERIENCES:    Course modules with actual data

Business Analyst Resource Center -
ArcGISOnline -
ESRI Customer Forums (including BA) -
Business Analyst Blog -
Directions Magazine, look for articles, podcasts, webinars and blogs –
ESRITV on YouTube –
Business GeoInfo Newsletter -
Business GIS case studies, best practices, podcasts -
ESRI Business GIS site -
GISCafe Newsletter -

TEXTS:  Fred Miller (2007)  GIS Tutorial for Marketing, Esri Press.
Supplemental exercise materials provided electronically.

CoB Academic Dishonesty Policy
CoB Strategic Plan
CoB Code of Ethics
Appeals and Grievance Procedures
         CoB Appeals Policy  
         MSU Appeals Policy 


MKT 485 SyllabusMKT 684 SyllabusScheduleResources

Last updated 15 August, 2012 © Fred Miller, Murray State University, 2012  Contact Webmaster