School Notes
Fall 2021
BMKT 316 - Branding & Innovation
BMKT 360 - Marketing Research
BMKT 364 - Consumer Behaviour
BFIN 341 - Cost Accounting
IBUS 357 - International Marketing
BCPT 330 - Business System Processing model, Analysis & Design
BMKT 316 - Branding & Innovation
(08-09-2021)
●
●
Chapter 1:
American Marketing Association at Cap U
Trademarks, brand marks, brand equity are the essentials for all brands.
What is a brand: name, term, sign, symbol or design, a combination of previous, intended to
identify the goods and service of one seller and differentiate it from competitors.
- It creates a certain amount of awareness, reputation, prominence in the marketplace.
Five levels to of meaning of a product:
1. Core benefit level: sentimental needs and wants that consumer satisfies when using
the product.
2. Generic product level: attributes and functions a product absolutely necessary for
the product to function with its category (not distinguished from competitors) (hotels Beds)
3. Expected product level: set of characteristics and attributes that a buyer agrees
(expects) to when purchasing the product
4. Augmented product level: product attributes and characteristics that distinguish a
product from competitors
5. Potential product level: All the futuristic augmentation and changes a product might
undergo.
What service do BRANDS do to
1. Consumer:
a. Identify the source of items
b. Simplify decision making
c. Lower search costs
d. Set reasonable expectations
- The product can be classified by their associated attributes:
- Search Goods: Grocery ( evaluated on basis of attributes )
- Experience goods: Automobile tires (on basis of features)
- Credence Goods: Insurance (rarely learn attributes)
- Brands help manage risks:
- Functional: attributes will be the same
- Physical: no physical risks
- Financial: price is similar everywhere and expected for a certain product
- Social: How does it socially affiliate with my own brand
- Psychological: tied to personal values in comparison to corporate value and
social responsibilities
- Time: I know how long it’ll take to be ready and take my product out.
Brands become famous when marketed, when time resource and strategic planning is spent
to market.
2.
-
Firms:
Simplify Product handling and tracing
Help organize inventory
Offer legal protection for unique features
Provide predictability and security of demand
Provide powerful means to secure competitive advantage
-
Branding creates mental structures and helps consumers organize their knowledge
about products and services in a way that clarifies their decision making and, in the
process, provides value to the firm. The key to branding is that consumers perceive
differences among brands in a product category. These differences can be related to
attributes or benefits of the product or service itself, or they may be related to more
intangible image considerations.
Guidelines for marketers of B2B brands:
- Ensure that the entire organization supports branding and brand management.
- Adopt a corporate branding strategy if possible and create a well-defined brand
hierarchy.
- Frame value perceptions.
- Link relevant non-product-related brand associations.
- Find relevant emotional associations for the brand.
- Segment customers carefully both within and across companies.
Guidelines for high-tech branding:
- Understand your brand hierarchy and manage it appropriately over time.
- Know who your customer is and build an appropriate brand strategy.
- Realize that building brand equity and selling products are two different exercises.
- Brands are owned by customers, not engineers.
- Brand building on a small budget necessitates leveraging every possible positive
association.
- Technology categories are created by customers and external forces, not by
companies themselves.
- The rapidly changing environment demands that you stay in tune with your internal
and external environment.
- Invest the time to understand the technology and value proposition and do not be
afraid to ask questions.
Branding a service:
- Challenge is that services are less tangible and vary greatly in quality since it
depends on a particular person that is providing it. Branding helps consumers to build
an abstract level of service and provide them with a competitive edge.
Retailers can use brands to increase loyalty, patronage and sales (nike shoes in Winners)
Digital Brands: Amazon, Google, FB, Twitter
To create an online Brand:
- Create unique aspects of the brand on dimensions that are important ot consumers
such as convenience, price & variety.
- Perform well in areas such as customer service, credibility, and personality.
- Find ways to satisfy customers' unmet needs.
- Offer unique features and propositions.
People & Organization:
- People and org competing for public approval & acceptance. They have a welldefined image. Creating its own brand (not related to their work (the rock and his
work attitude)
Sports Marketing:
- Promotions, sponsorships, direct mail, digital to build awareness, image, and loyalty.
Geographic locations: promoting cities.
Brands Challenges & Opportunities:
- Unparalleled access to information and new Tech
- Downward pressure on prices (consumer can compare)
- Ubiquitous connectivity and the consumer backlash (backlash towards ads)
- Sharing Information and Goods (Social media platforms)
- Unexpected Sources of Competition (easier entry market)
- Disintermediation & Reintermediation (removing and introduction of Intermediaries)
- Alternative Sources of Information about Product Quality
- Winners Takes All Markets
- Media Transformation
Brand Equity concept:
- Difference in outcomes arise form the “added value” to a product
- Added value can be created in many different ways
- Brand equity provides common denominator for interpreting marketing strategies and
assessing the value of a brand
- There are many different ways the value of a brand can be exploited to venefit the
firm.
Strategic Management Process:
1. Identifying & Developing Brand Plans
a. Mental Maps
b. Competitive Frame of Reference
c. POP & POD
d. Core Band Association
e. Brand Mantra
2. Designing & Implementing Brand Marketing Programs
a. Mixing & Matching of brand Elements
b. Integrating Brand Marketing activities
c. Leveraging secondary associations
3. Measuring & Interpreting Brand Performance
a. Brand Value Chain
b. Brand Audits (brand equity measurement system)
c. Brand Tracking (brand equity measurement system)
d. Brand Equity Management System (brand equity measurement system)
4. Growing & Sustaining Brand Equity
a. Brand Architecture
b. Brand Portfolios and hierarchies
c. Brand Expansions strategies
d. Brand reinforcement & revitalization
How to design a brand marketing program:
Brand element: think of what consumer will think when hearing the brand name
Brand equity measurement system: a set of research procedures designed to provide
timely, accurate and actionable information for marketers so that they can make the best
possible tactical decision in the short run and best strategic decisions in the long run
3 steps to create and implement a brand equity management system:
1. Creating Brand Equity Charters
2. Assembling Brand Equity reports
3. Defining brand equity responsibilities
////===============/////====================////////==============
Chapter 2:
Customer Based Brand Equity (CBBE): provides unique pov on what brand equity is and
how it should best be built, measured, and managed.
Positive CBBE: consumers react more favorably.
Negative CBBE: opposite of above.
3 key ingredients of CBBE:
1. Differential Effect
2. Brand Knowledge
3. Consumer Response to Marketing
Marketing Advantage of Strong Brand:
Improved perceptions of product information Greater loyalty
Less vulnerability to competitive marketing
actions
Less vulnerability to marketing crises
Larger margins
More inelastic consumer response to price
increase
More elastic consumer response to price
decrease
Greater trade cooperation and support
Increased marketing communication
effectiveness
Possible licensing opportunities
Additional brand extension opportunities
Brand equity as a bridge:
- Think about a brand and think of what it associates. To move a brand, you have to
focus on the associations to have a vital strategic bridge.
Sources of Brand Equity:
1. Brand Knowledge
2. Brand Image ]
Brand Knowledge:
Nodes - represents stored information or concepts
Links - represents the strength of association between nodes.
2 components to brand knowledge:
- Brand Awareness: recognition and recall brands
- Recognition: ability to confirm brand prior exposure
- Recall: ability to retrieve brand from memory (category,needs,usage)
- Core of brand equity
- Recall must be high ( comes with deep association with personal experience
with consumers)
- Recall comes when no association is happening (customer recalling)
- Top Association is used to test for brand awareness.
- Brand Image: incorporating all brand elements to create an image (overall)
- Consistent font, tones, images, brand picture, style.
Advantages of Brand Awareness:
Learning Advantage. Consideration Advantage, Choice Advantage
Brand Image: comes once brand awareness is sufficient. Then you can emphasis on crafting
brand image.
● Strength of Brand Association: more deeply a person thinks about product
information and relates to it existing brand knowledge ( how many people know about
it )
● Favorability of Brand Association : higher when brand possesses relevant attributes
and benefits that satisfy consumer needs
● Uniqueness of Brand Association: how do you set apart from competition
Brand Positioning: Act of designing the company’s offer and image so that it occupies a
distinct and valued place in target consumer mind
Points of Difference (POD):
- Attributes / benefits that consumers strongly associate with a brand. They importantly
believe that they COULD NOT find this value in competitive brand (security of apple
vs microsoft)
Points of Parity (POP)
- Attributes / benefits SHARED with other brands that puts a singular brand in its
category ( cereal - breakfast food) Three types of POP:
a. Category POP: necessary for brand choice
b. Competitive POP: negating (contradict) competitive POD
c. Correlation POP: negative vs positive among competition
Positioning Statement:
Every decision that is made regarding the brand is judged by how well it supports the
positioning statement.
Positioning Map
Target Audience: whom the brand is intended to appeal. Group on consumers that most
closely represent the brand’s most fervent users.
The frame of Reference: The category in which the brand competes for the context that
gives the brand relevance to the customer.
Benefit/Point of Difference: most compelling and motivating benefit that the brand can own
in the hearts and minds of the target audience relative to the competition. (price & quality
positioning map is not worth it.)
Straddle Positions: where a company is able to straddle two frames of reference. So POD
in one category becomes POD in the other. HOWEVER, if straddle is not credible (i.e
company can hold their advantage, consumer loses faith in both category)
Updating Positioning Over Time:
● Laddering: deepening the meaning of brand to allow expansion
● Reacting: responding to competitive changes (do nothing, defensive, offensive)
A good position will have a foot in present and future, be able to identify all POP
Reason to Believe: convincing proof that the brand delivers what it promises.
● Brand Mantra:
The essence of the brand (HEART & SOUL)
Short, three to five words and provide guidance about:
- What products to introduce under the brand
- What ad campaigns to run
- Where and how the brand should be sold
////===============/////====================////////=========////======
CHAPTER 3: Building, Measuring, and Managing Brand Equity:
4 stages of Brand Development
Identification and Association to class/benefit/need (Salience)
Brand Identity: who are you Building Awareness
Tangible/Intangible Associations (performance & imagery)
Brand Meaning: What are you POP & POD
Elicit Response (judgment & Feelings):
Brand Response: What do I feel about you POSITIVE, ACCESSIBLE REACTIONS
Convert Responses to Resonance:
Brand Relationship: What connection would I like to have with you LOYALTY
Brand Salience: Brand Identity, it measures various aspects of the awareness of the brand,
it studies how easy a brand is evoked under a specific situation/circumstances
Breadth & Depth Awareness:
- Breadth: range of purchase and usage situation in which the brand element comes to
mind
- Depth: ease with which brand elements can be recalled.
Talks about how certain products are organized in customers mind.
Brand Performance: describe how well a product/service is: meeting consumer needs, rate
on objective assessment of quality, satisfies needs and wants
Product reliability, durability, serviceability effects performance. As well as effectiveness,
efficiency and empathy. Style and design as well to price.
Brand Imagery:
BMKT 360 - Marketing Research
Chapter 1:
LO:
●
●
●
Know what is marketing research
Understand the difference between basic and applied marketing research
Understand how the role of marketing reseavh changes with the orientation of the
firm
● Be able to integrate marketing research result into the strategic planning process
● Know when marketing research should and should not be conducted
● Appreciate the way that technology and internationalization continue to change the
way we do and use marketing research
=====///=====///=====///=====///=====///=====///
● Marketing research: is the application of the scientific method in searching for the
truth about marketing phenomena
● The process include:
○ Idea and theory development
○ Problem Definition
○ Information gathering (how did we get the information)
○ Analyzing data (analyzing existing data)
○ Model building ( build a model around data available)
○ Communicating the findings the their implications
●
Digital Marketing: we have many online sources to gather data such as (
BMKT 364 - Consumer Behaviour
What is it? Process involved when individuals or groups select, purchase, use or dispose
It's not just a purchase, what is influencing it. What is happening before during and after
Consumer behaviour is a process.
Segmenting consumers:
- Identify consumers based on certain criteria such as demographics (statistic Canada)
- Demographics: Age, gender, family structure, social class and income, ethnicity,
geography, lifestyles, segmenting by relationship and big data.
Psychographics:
- Difference in consumers’ personalities, attitudes, values, and lifestyles
Examples of products segmented by demographics ( pampers )
Examples of products segemented by psychographics (personal tailored suits)
Relationship marketing:
- Interact with consumer on a regular basis (always running marketing) ( like its name,
create and maintain a relationship with consumer)
Database Marketing:
- Tracks specific data about consumers and uses it to target ads. Using google
analytics as an example to target specific segment, use cookies
Meaning of Consumption: People always buy products not for what they do, but for what
they mean.
Important consumer trends that will impact marketing strategies in the near future:
- Sharing economy
- Authenticity and personalization
- Blurring of gender roles
- Diversity and multiculturalism
- Social shopping
- Healthy and ethical living
- Simplification
- Anonymity
Dark side of consumer behaviour
- addiction : psychological dependency on products and services
- Addiction to technology
- Compulsive consumptions (gambling)
Lecture 2: Perception
Gestalt Psychology
●
Sensation: immediate response of our sensory receptors (eyes, ears, nose, mouth,
skin) to basic stimuli such as light, colour, and sound
●
Perception: the process by which sensations are selected, organized, and
interpreted.
● Perception is often more influential than sensation
● Sensory inputs create many associations in terms of decisions, memories and
choices. (Buy clothes without touching it)
● THE PROCESS THAT MAKES UP PERCEPTION include 3 components:
○ Exposure
○ Attention
○ Interpretation
Sensory Marketing: areas to consider
● Sight: product’s colour, size, styling
○ Trade Dress: colour combinations knowingly associated with a brand
○ Check Marketing Applications of Colours
● Smell:
● Hearing:
○ Sound Symbolism: the way a word sound influences our assumptions about
what it describes and its attributes
● Touch:
○ Tactile stimulation
○ Touch stimuli (tinder and swiping insta, iphone screen )
○ Kenzie Engineering: Customer feelings transformed into design elements (i.e
Mazda Miata Stick Shift, Coca-Cola Bottle shape
● Taste: people have different taste effected by culture
Exposure Marketing:
Occurs when stimulus comes within range of someone’s sensory receptors
● Psychophysics:
○ Science that focuses on how the physical environment in integrated with our
personal subjective world
● Absolute Threshold:
○ The minimum amount of stimulation that can be detected on a sensory
channel
●
Differential Threshold:
○ The ability of the sensory system to detect changes or differences between 2
stimuli (JND)
○ Just Noticeable Difference: changing labels discreetly overtime
●
Weber’s Law: The law states that the change in a stimulus that will be just
noticeable is a constant ratio of the original stimulus
Over time you will notice Jnd
●
●
●
Subliminal Perception:
○ Occurs when stimuli are below consumer awareness
○ Techniques such as embed (tiny figures that are inserted into magazine
advertising by using high speed photography (brands in the background)
Attention:
○ The extent to which processing activity is devoted to a particular stimuli
●
●
Guerilla Marketing:
○ Involves using communications that are unexpected and unconventional in
ways that target consumers in unexpected places (kit Kat fingers vs bus
station chairs, manhole and steaming coffee cup)
Perceptual Selectivity: what consumer will pay attention to
○ Perceptual filters: based on experience
○ Perceptual Vigilance: aware of stimuli that relate to their current needs
○ Perceptual Defence: see what you want to see and ignore the rest
○ Adaptation: consumer continue to notice stimuli over time
Personal Selection Factors:
● Adaptation:
○ The degree to which consumers continue to notice stimulus over time
■ Intensity
■ Duration
■ Discrimination
■ Exposure
■ Relevance
● Stimulus Selection:
○ We are more likely to notice stimuli that differ from others around them
■ Size
■ Color
■ Position
■ Novelty
● Interpretation:
○ Refers to the meanings that people assign to sensory stimuli based on
Schema (set of beliefs)
●
●
●
●
Gestalt: the whole is greater than the sum of its part
Closure: people perceive an incomplete picture as complete.
Similarity: grouping together of objects that share similar characteristics
Figure ground: one part of stimulus will dominate the figure (think of song vs product)
Chapter 3
Learning & Memory
Behavioural Learning Theories: assumes that learning takes place after responses to
external effects as opposed to internal processes.
Types of Behavioural Learning Theories:
- Classical Conditioning: A stimuli that elicits a response with another stimuli that
does not elicit a response BY IT SELF (Bell –> Alert , Bell –> Food )
Pavlov Introduced:
Unconditioned Stimulus (UCS)
Conditioned Stimulus (CS)
Conditioned Response (CR)
-
Associative Learning: Consumers learn association between stimuli in a rather
simple fashion without more complex processes.
Repetition increases learning, as more exposure results in greater brand
awareness.
-
Stimulus Generalization:
Conditioning Product Association: pair the product with positive stimuli to create
desirable association.
THE IMPORTANT PART IS THE ORDER of showing Conditional Stimulus and
the unconditional stimulus can affect the likely hood of learning.

Instrumental Conditioning: (Operant Conditioning) : the individual learns to
perform behaviours that produce positive outcomes and to avoid these that
yields negative.
Four Types of Learning Schedules:
1. Fixed Ratio : Frequent Flyer program
2. Variable Ratio: Slot Machines
3. Fixed Intervals: Seasonal Sales
4. Variable Intervals: Secret Shoppers



-
Cognitive Learning Theory: view people as problem solvers that uses information
surrounding them to master their environment.
e watch others and note reinforcement they receive for behaviours.
Example: Celebrities
Observational Learning: People watch the reaction of others and note
reinforcement they receive for their behaviour.
Attention: consumer focus’s on model behaviour
Retention: the consumer retains this behaviour in memory
Production Processes: consumer has the ability to perform the behaviour
Motivation: a situation arrives where behaviour is useful to consumer
Observational Learning: consumer acquires and perform behaviour.
-
Memory:
Sensory Memory: Temporary Storage, high Capacity, Less than 1 second duration
Attention: Information that passes through attention gate to short memory
Short-term-memory: Brief storage, LIMITED CAPACITY, Less than 20 second
duration
Elaborative rehearsal: deep processing
Long Term Memory: Permenant, unlimited Capacity, Long time duration.

-
Level of Knowledge:
Individual Nodes: Meaning concepts
Two connected nodes: Proposition
-
Two or more Proposition: Schema
Retrieval: is the process of accessing information from Long-term memory.
Appropriate factors/cues for retrieval:
 State dependent
 Familiarity
 Salience & recall effects
 Visual memories
Connecting between ONLINE and STORE is called (Cue-of-the-cloud)
Chapter 4:
Motivation & Affect
Two basic Theoretical categories that account for motivational strengths:
 Drive Theory: biologic need that produce unpleasant state of arousal (hunger)
 Expectancy Theory: expectations of achieving desired outcomes (incentives)
 Hedonic Consumption: an influence on consumer’s choices.
Types of needs:
 Biogenic: Biological needs, water, food, air
 Psychogenic: need for status, affiliation
 Utilitarian: Need for tangible attributes of products (calories per product)
 Hedonic: Needs of excitements, self-confidence, fantasy
Chapter 5:
The Self
 Consumers buy products to either Highlight / Hide aspects of self
Self Concept: beliefs a person holds about his/her own attributes and how he/she evaluates
these qualities. ( what you believe your self to be )
 Attribute Dimensions: content, positivity, intensity, stability, accuracy
Self-esteem : refers to positivity thinking towards self
- Low self-esteem: think they will not perform well
- High self-esteem: think they will be successful and will take risks
Real vs Ideal Self:
 Ideal Self: Conception of how we would like to be, constantly enforced by media.
 Actual (Real) self: more realistic appraisal of the qualities we have.
 Impression management: people working hard to manage “image”
Multiple selves: each one of us have many selves, some role identities:
 Sister
 Friend
 Spokesperson
 Athlete
 Mother
 Wife
 Canadian Citizen
 Symbolic Interactionism: self being influenced by relationships with others
“Who am I in this situation”, “Who do other people think I am”….














Looking-Glass Self: the process of imagining the reaction of others towards us.
Self-Fulfilling: tendency to pattern behaviour on the perceived expectations of
others.
Self-Consciousness: is being aware of oneself (good or bad), it includes high vs low
monitors
Self-Concept & Consumptions (BMW ads): using identity marketing concept,
consumers will alter themselves image to fit advertise product they are purchasing
You are what You Consumer!
Symbolic Self Completion Theory: People who have an incomplete self definition
complete identity be acquiring and displaying associated symbols.
Compensatory Consumption: consumer fear, or lacking feelings are used to
consumer products that could help in coping.
We choose products when attributes match the self
The Extended Self
External objects considered part of us, such as Personal possessions, residence
and furnishing, neighbourhood and town, social groups.
The Digital Self: Online personalities, avatars, what you post.
Androgyny: Possession of both masculine and feminine traits.
Androgyn people usually function well in society.
Gender Bender: People would usually pay more for altered products (think of pink
razors vs blue)
Body Image: Consumer’s subjective evaluation of his/her physical self
Body Cathexis: Person’s feelings about his or her own body ( Strong Body Cathexis
= frequent purchases of preening products )
BFIN 341 - Cost Accounting
(08-09-2021)
Lesson 1:
Management accounting vs financial accounting :
Purpose: providing information for the purpose of decision making. Kinds of information is
given to an organization to pursue goals.
Key Objectives:
● Decision making & planning
● Directing & controlling
● Motivating
● Measuring Performance
● Ensuring Competitiveness
Value Chain:
Profitability on a product and services concerning everything you put in currently.
All research costs are expenses.
R&D - Design - Production - Marketing - Distribution - Service
Profitability is accounting for COSTS in each stage
Key success Factors:
1. Cost & Efficiency
2. Quality - TQM (Total Quality Management)
3. Time
4. Innovation
Planning:
● Analysis, Budgets (controlled planned) (net present value, insourcing vs outsourcing)
Directing / Motivating:
● Performance measures, Rewards (budget is used to establish a target)
Controlling
● Performance Reports, Variance Analysis. (manufacturing plant)
Management Accounting Guidelines:
● Cost-Benefit Approach: KEY DECISION CRITERION (if cost succeed benefits
reject)
● Behavioural & Technical Impact: Are plans acceptable, workers motivated?
● Different Costs for Different Purposes
COST TERMS:
● Cost: the sacrifice made to get something (time to cash) a cost is relevant if it
will change a decision.
● Cost Object: anything we are trying to cost (unit, department, Geolocation), it can be
direct ( ) or indirect ( )
● Classifications of MANUFACTURING Costs
○
○
○
Direct Costs: material
Direct Labour
Manufacturing Costs: rent, depreciation, …..
●
Recording Costs:
○ Cost Accumulation: Recording costs in an organized way by category
○ Cost Assignment: Attaching costs to cost objects through either tracing the
costs (direct costs) or allocating the costs (indirect)
●
Manufacturing cost classification
○ Direct Materials (DM)
○ Direct Labour (DL)
○ Manufacturing Overhead (MOH) (indirect)
●
Cost Distinctions:
○ Direct vs. Indirect (traceability)
■ Direct: one can be traced in an economically feasible matter
■ Indirect: cannot be traced, cost to products by allocating it on a
certain basis. (how many per month divided by total quantity)
Factors to Consider: (Cost Object, Materiality, Information Gather
Tech, Design of Operations)
○
Product vs. Period Costs (Inventoriability)
■ Period Costs: Expensed through the income statement based on time
(none inventory) related to selling, administration, general costs.
■ Product (inventory): assets, related to product manufacturing.
expensed through income statement after the sale. DM/DL/MOH
●
Variable Costs vs Fixed Costs
○ Variable: cost increases in comparison with volume via cost driver
(could be unit#, Materials…). Higher units of input. Directly related to
output. Change in cost related to change inactivity. DM/DL/VOH
○ Fixed costs: not directly related to output, factory rent, equipment
depreciation
●
Unit Vs Total costs:
○ Unit: variable costs remain constant over the relevant range, total
costs change
Relevant Range: range of production activities where assumed cost behaviors are true.
Cost Driver: anything that causes the costs to change. Direct labor hours, machine hrs,
#orders. Depending on scenario
Cost Flows-Manufacturing: three level of inventory
Raw Materials: unconverted state
Work in Progress (WIP): partially converted
Finished Goods: fully converted state, ready for sale.
Cost Flow for Merchandising:
Beginning inventory + purchases - ending = cost ofe goods sold
Sales - CGS = Gross Margin
Costs (material purchase)
Merchandisres: buy finished items to resell it, Use Fifo …..
Manufacturers: buy raw materials to convert to finished goods
Cost Flows for Manufacturing:
Begnining inventory (FG) + Cost of Goods Manufactured - Ending Inventory (FG) = Cost of
Goods solde
Basic Structure of COGM template:
==========///////==============//////===================///////=========//////===
Chapter 2
IBUS 357 - International Marketing
14-09-2021
● We are becoming more of global citizens
● When there is disruptive event, there is new opportunities
● What is a global company: 2 or more countries that you do business in, you have that
as a competitive advantage, research/design, logistics, marketing, …. One of those
things is international.
● LSE: Large enterprise
● SME: small (less than 250) and Medium (above 250) enterprise
● Global marketing concept: a firm’s commitment to coordinate its marketing activities
across national boundaries in order to find and satisfy global customer needs better
than the competition.
● Glocalization: The attempt to optimize the balance between Standardization and
Adaptation
● Standardization: global coordination and integration
● Adaptation: equates to market responsiveness.
● Five Corporate Orientations:
○ Ethnocentric: judges other cultures against theirs
○ Polycentric: multi-domestic, each country is unique and Targeted in different
ways
○ Regiocentric: political and ethical
○ Geocentric: managed regionally within the region (asia pacific region, Euro
region)
○ Global: offers global products and has small local adaptations. COKE,
LEVI’S, Nike brands that give aspiration
● Thinking Global but Act local:
○ Df
○ Ff
● Forces for global coordination/integration:
○ Removal of many trade barriers
○ Global customers (travel easiness, ability to interact with products in different
countries)
○ Standardized worldwide technology
○ “Global village” Movies and media, we are aware of other countries.
○ Global Cost drivers - economies of scale and scope
○ The Web
● Forces for market responsiveness:
○ Cultural differences ( diversity do exist and cultural values )
○ Regionalism & protectionism (trade agreements, USMCA)
○ Deglobalization Trend (Imperialism deglobalized the world)
● Definitions:
○ Economies of scale : decrease cost per unit of output
○ Economies of scope: using a resources outside of home to realize economies
of scale
● Value Chain:
○ Where we give customers value and profits to ourselves.
○
○
●
●
Sustainable competitive advantages SCA’s
Value activities can be divided into two broad types:
■ Primary Functions
■ Support Functions
Upstream: Research & development , Productions:
Downstream: Marketing , Sales and Services
Chapter 2:
BCPT 330 - Business System Processing model,
Analysis & Design
Chapter 1: What is Information Systems Analysis and Design
●
Information Systems Analysis & Design refers to methods company follow to
create and maintain information systems that performs and tracks basic business
functions such as keeping track of consumer data, processing orders, paying
employees.
●
To be successful in information systems analysis and design follow the SDLC
structured approach: 4 phase approach
1. Identifying
2. Analyzing
3. Designing
4. Implementing
●
Application software: software designed to process data and support users in an
organization.
●
●
Methodologies: are step-by-step approaches that help develop your final report.
Techniques: processes that an analyst will follow to help ensure work is wellthought-out.
● Tools: are computer programs such as computer-aided software engineering
(CASE)
These three elements work together to generate an organizational approach to systems
analysis and design.
●
What is a system: is an interrelated set of business procedures (or components)
used within one business unit, working together for one purpose. Which
characteristics are :
1. Components: an irreducible part
2. Interrelated components: function of one is somehow tied to other
3. Boundary: each one of its components is contained
4. Purpose: work to achieve an overall purpose
5. Environment: system exists within it and everything in it influences the system
6. Interfaces: points where the system meets its environment.
7. Constraints: limits in terms of capacity, speed, capabilities (outside / inside)
8. Input:
9. Output
10. Decomposition: the process of breaking the description of a system down into small
components
11. Modularity: is a direct result of decomposition after dividing a system into modules.
12. Coupling: when subsystems are dependant on each other. (not very recommended)
13. Cohesion: is the extent to which a subsystem performs a single function
The primary role of a Systems Analyst is to study the problem and needs of an
organization in order to determine how people, methods, and information technology
can best be combined to bring about improvements in the organization.
Analytical Skills: System Thinking: is the ability to see organizations and IS as systems.
Systems Development Methodology:
Systems Development Life Cycle (SDLC): is a common methodology for systems
development in any organization
1. Planning & Selection
2. Analysis
3. Design
4. Implementation & Operation
It states that the end life of one cycle leads to the start of another.
Planning => Risk Assessment => Engineering => Construction & Release => Customer
evaluation => Customer communication
PHASE 1: Systems Planning & Selection:
1. Someone identifies the need of implementing a new system through dealing with
problems in current, desire to perform additional, and realization that IT could be
used to realize new opportunities. A feasibility study is conducted
2. Determine the economic and organizational impact of the system
3. Determine proposed system scope while specifying time and resources
4. System Justification or business case
PHASE 2: System Analysis:
1. Determine the requirements of the new system
2. Eliminate any redundancies
3. Generate alternative general designs and explain them
4. DETERMINE THE BEST meets the requirements
5. Output is a description of the alternative solution recommended by the analysis team
PHASE 3: System Design (Logic Design) to (physical Design)
1. Convert the description of the recommended alternative solution into logical and then
physical systems from input to output screens, to reports, databases, and computer
processes.
2. During physical design, analyst decide on which language programming will be witten
in, which database systems, file structures will be used for the data, which hardware
platform, operating system, and network environment the system will run under.
PHASE 4: Systems Implementation & Operation:
1. Turn system specifications into a working system that is TESTED and then put into
use. Begin planning for installation and testing as early as project planning &
Selection (phase 1) stage. (first Part is Implemetation & installing)
2. Second Part is operation: finding problems during usage. Changes to reflect the ever
changing nature of business conditions. Then time comes when IT is not performing
as well and cost is higher than benefit, SDLC repeat it self with different project.
●
After coming from the developer we do
○ Unit Test
○ Systems test (all units combined)
○ Acceptance test (consumer testing)
●
Prototyping: Designing and building a scaled down but working version of a desired
system
CASE (Computer Aided Software Engineering) refers to Automated software tools
used by systems analyst to develop information systems. Objective to increase
productivity and improve overall quality of systems.
Such tools assist in managing the complexities of IS projects to ensure high quality
deliverables and to be constructed on time and budget.
Repository: centralized database that contains all diagrams, forms, and report
definitions, data structures, data definitions, process flows and logic; it provides set
of mechanisms and structures to achieve seamless data-to-tool and data-todata integration
●
●
●
●
CASE TOOLS INCLUDE:
○ Diagramming Tools
○ Report Generators
○ Process modeling tools
○ Project management tools
○ Analysis Tools
○ Central repository
○ Document Generators
○ Code Generator
●
JAD (Joint Application Design) collecting information system requirements and
reviews system designs. It focuses on gathering the people directly affected by an IS
in one room at the same time. To discuss and agree on system requirements, design
details, time, and organizational resources are better utilized via this method.
RAD (Rapid Application Development) Prototyping, CASE, and JAD are key tools
that support RAD. focuses on delaying producing detailed system designs until after
user requirements are clear. Using prototype as the working description of needs. It
sacrifices Computer efficiency for gains in human efficiency in rapidly building and
rebuilding working systems. RAD life cycle is limited to the design and development
phases, rarely goes back to planning phases.STEPS: Planning <-> Design
<-> Development <->Cutover(when design in turned over to user)
●
●
Participatory Design (PD): represent a viable alternative approach to the SDLC.
Statoil (Norwegian oil company) is best know to use this system. PD may involve the
whole user community as its emphasis user point of view. Management and outside
consultant provides advice while users are the central focus.
●
Agile Methodologies: a family of many development methodologies that is
characterized by short interactive cycles and extensive testing; active
involvement of users for establishing, prioritizing and verifying requirements.;
and focus on small team of programmers. share three key principles:
1. A focus on adaptive rather than predictive methodologies
2. A focus on People rather than roles
3. Self-adaptive process rather than predictive
================/////////////=====================//////////////////////=============
Chapter 2:
================/////////////=====================//////////////////////=============
Chapter 3:
================/////////////=====================//////////////////////=============
Chapter 4: System Planning & Selection:
First step in system development
● Identify and selecting projects: Three steps:
1. Identify potential development projects: this can be performed by (key memeber or
top management, steering committee, user department (system Analyst) )
2. Classifying and Ranking IS Development Projects:
a. Value chain Analysis: extent to which activities add value and costs when
developing products / services. Information systems projects providing the
greatest overall benefits will be given priority over those with fewer benefits.
b. Strategic Alignment: Extent to which the project is viewed as helping the
organization achieve its strategic objectives and long term goals.
c. Potential benefits: extent to which the proejct is viewed as improving profits,
customer service, etc. and the duration of these benefits.
d. Resouce Availability: amount the type of resources the project requires and
their availability.
e. Project Size/ Duration: number of individuals and lengths of time needed to
complete the project.
f. Technical difficulty/risks: level of technical difficulties to complete the
project successfully within given time and resource constraint.
3. Selecting IS Development Projects
●
Incremental Commitment: it means that after a project is selected, the analyst or
any team member must reassess the project. It will determin if the project conditions
has changed or more detailed understanding of system COSTS, BENEFITS, RISKS,
has came to light to suggest project is not worth it.
●
================/////////////=====================//////////////////////=============
CHAPTER 5
================/////////////=====================//////////////////////=============
Chapter 6
 Process Modelling: Graphically representing the processes or actions that capture,
manipulate, store, and distribute data between system and its environment and
among its component within a system.
 Business Organization: focused around 5 areas which are Marketing and sales,
Supply Chain management, Manufacturing and Operations, Accounting and Finance,
and Human Resources.
 All business processes can be broken down into multiple sub processes:
 Different ways to capture business processes via diagrams: Data-Flow Diagram
(DFD): graphical illustrations to system processes. Allows decomposition of a
processes into sub processes.
- First: Context data-flow diagram shows the scope of the system
- Second: DFD of current system shows which people and technologies are used in
which processes to move and transform data.
- Third: technology independent or logical DFD show structural and functional
requirements of new system
- Lastly: objects in all diagrams are included in project dictionary or CASE repository.
Deliverables of Process Modelling:
- Context DFD
- DFD’s of Current physical system
- DFD’s of New logical system
- Thorough descriptions of each DFD component.
Data flow is depicted as an Arrow