BSc (Hons) Management-(General) & (Law), BMANG/13A/FT, BMANG/12A/PT&BMANL/13A/FT Examinations for Academic Year 2014 2015 Semester II / Academic Year 2015 Semester I MODULE : MANAGEMENT INFORMATION SYSTEMS MODULE CODE : MMIS3202 Duration Reading Time : 2 Hours : 15 minutes Instructions to Candidates: 1. This paper consists of Sections A and B 2. Section A is compulsory 3. Answer only 2 Questions from Section B 4. Start each question on a fresh page 5. This paper carries a total mark of 100 6. Diagrams and illustrations may be used This Question Paper is printed on BOTH SIDES. This Question Paper Contains 4 questions and 5 pages. MANAGEMENT INFORMATION SYSTEMS-MMIS3202 Page 1 of 5
SECTION A: COMPULSORY Case Study: Reaching customers in a noisy, crowded market Cathay Pacific Airways is an international airline based in Hong Kong, offering scheduled cargo and passenger services to over 140 destinations around the world. The airline s primary product is premium non-stop service to Asia with a focus on the business class market. Cathay Pacific, the challenge is that there is a lot of noise in the market. The question is always, how we reach that target audience that we re looking for with a message that is compelling to them as an individual? asks Dennis Owen, Vice President Marketing Americas for Cathay Pacific Airways. Email continues to reign as one of the most profitable channels for marketers and a valuable touch point in the path to purchase. However, as most marketers today know, customers don t see in channels, they engage with a brand. The ability for customers to access information anytime and anywhere, share their own brand experiences and influence the purchase decisions of others has elevated the expectations of how brands market to their customers. Cathay Pacific turned to LinkedIn to help increase brand awareness among people who fly business class between the United States and Asia. They need to advertise where the business people and especially business travelers -are going to be. And on the social media side, where is the business person? The company chooses LinkedIn because has a Multi-tier email protection that extends from web and email gateway to outgoing servers, safeguarding its IT infrastructure from all types of threat and all incoming and outgoing email is directed through SpamExperts filtering software. LinkedIn has a variety of ways in which companies can target members. First and foremost, companies have access to a wealth of user-provided profile data. For example, members can be identified based on seniority, function and company size, as well as their affiliation with LinkedIn groups. For Cathay Pacific, the airline looked at the large number of Asia-focused business groups, such as China Networking Group, Global Workers and Hong Kong Connection, and targeted members of those MANAGEMENT INFORMATION SYSTEMS-MMIS3202 Page 2 of 5
groups, wherever they were on the LinkedIn site. Pre campaign research validated that the targeting was on track, showing that 70% of the target audience planned to take one or more business-class flights between the United States and Asia in the next 12 months. Once the target audience was identified, LinkedIn s marketing solutions experts worked with Cathay Pacific to put together a program to reach this audience through Display Ads and Sponsored Polls. Sponsored Polls asked business travelers what else they might want to redeem their airline points for, in addition to free airline tickets. Poll results gave the company valuable insight into customer preferences, as well as identifying prospects and loyal customers. Cathay Pacific established their Company Page on LinkedIn, enabling them to message their company followers and acquire recommendations from existing customers. The company also leveraged Recommendation Ads both to identify and engage with existing customers and to spread brand awareness to other potential business travelers. Experience has shown significantly higher click through rates with user recommendations than with standard display ads. When a user recommends a product or service on LinkedIn, an update goes out to the user s entire LinkedIn network, increasing the impact of the recommendation exponentially. QUESTION 1: [40 MARKS] (a) From the case study, explain how Cathay Pacific Airways has been able to increase brand awareness among target market segment people who fly business class between the U.S. and Asia. (b) Why according to you the company has chosen LinkedIn compared to other social media? (c) Give five reasons why Email marketing tools is preferred by Cathay Pacific Airways. (5 marks) (d) You have been appointed Ticket manager at Cathay Pacific office in Mauritius; explain to management how you would build strong CRM strategies within the organization. MANAGEMENT INFORMATION SYSTEMS-MMIS3202 Page 3 of 5
(e) What is the Business Value of Customer Relationship Management? (5 marks) (f) Write short notes on (i) Operational CRM (ii) Analytical CRM. (6 marks) SECTION B: ANSWER ANY TWO QUESTIONS QUESTION 2: [30 MARKS] Your organization is planning to implement a biometric attendance system (BAS) using face recognition. The BAS shall replace the clock based attendance system in one year. Your Chief Executive Officer has delegated you as the new project manager for the BAS project. The Project Board has requested you to provide details of the following: a) Describe with examples two characteristics of a re-engineered process.(6 marks) b) Explain three factors that obstruct project success. (9 marks) c) What could be the drawbacks of pilot conversion strategy? (5 marks) d) Briefly discuss the eight principles of Data Protection Act 2004 in relation to the employee s data. MANAGEMENT INFORMATION SYSTEMS-MMIS3202 Page 4 of 5
QUESTION 3: [30 MARKS] (a) The Internet is crucial to business, government, education and many other facets of society. However, Internet connectivity can be disrupted by unintentional errors or malicious attacks, which have happened on several occasions. Therefore, it is very important to have an effective way of studying various aspects of the Internet to improve its security and stability. As an IT security manager of an insurance company, write a report to management how would you implement security on the Web Server of your organization. (17 marks) (b) Discuss the major impact of Internet on Competitive Advantage. (5 marks) (c) Explain one reason why the Internet is vulnerable. (d) Give one difference each between Pharming and Spoofing. QUESTION 4: [30 MARKS] Databases are used by managers to improve their decision making. In line of this statement, write on the followings: a) Differentiate between a database, a data warehouse and a data mart. (6 marks) b) Describe the main components of a data warehouse. (15 marks) c) Explain three scopes of the decision making by management. (9 marks) ***END OF QUESTION PAPER*** MANAGEMENT INFORMATION SYSTEMS-MMIS3202 Page 5 of 5