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Dissertation submitted for the award of MSc in Computing (Knowledge Management), 2008.


Marketing intelligence is a future-oriented activity that helps an organization cope in its market. It includes all ways an organization acquires and uses information. It is comprised of all kinds of information on the market and marketing research; the collection and analysis of internal data, competitive analysis; analysis and reverse engineering of competitor’s products; understanding how and where to add value for customers; and the process of synthesizing large amounts of informally gathered information about the industry and business environment. While marketing and marketing intelligence are widely used in business, they are less used in non-business organisations such as academic institutes. Yet academic institutes now find themselves in a very competitive market place, competing for students from their traditional audiences and forced to seek out new audiences for their programmes. Marketing intelligence is therefore very relevant to academic institutes. Knowledge management has been burgeoning in importance during the last one and half decades. Both profit making and non-profit making organizations have had to and continue to embrace and practice knowledge management. Knowledge capture, knowledge integration and knowledge delivery are the essential parts of dynamic knowledge management. As such, marketing intelligence can be seen as a knowledge management activity. The aim of this thesis is to investigate the usefulness of a knowledge model of postgraduate computer science education in Ireland to support marketing intelligence in a single institute, the Technological University Dublin. Knowledge models are structured representations of knowledge using symbols to represent components of knowledge and relationships between them. This knowledge model will capture the type of knowledge used in marketing postgraduate computer science programmes and expose it in the form of an XML Topic Map which can then be used to support query and analysis by all those involved in marketing of postgraduate education: producer, consumer and competitor.