MKT 684: Seminar in Integrated Business GIS
Course Overview


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. 


  1. A 100 point midterm examination
  2. One 50 point Business Mapping project in three parts
  3. Two 25 point individual Business GIS summary reports
  4. One 100 point team Business GIS market screening project
  5. A 100 point final examination


Introduction to GIS
Basic tools of GIS
Business mapping for exploration
Business mapping for communication
Business mapping for analysis
Business GIS applications in;
  Environmental scanning and market area analysis
  Market segmentation and targeting
  IMC message and media planning
  International market assessment
  Customer profiling and targeting
  Retail site selection
Market area project for client organization
ArcGIS Desktop 10.1
Business Analyst Online