CONTACT: SHAWN PRESLEY
100 Old Public Library
Iowa City IA 52242
(319) 384-0011; fax (319) 384-0024
UI College of Business Administration opens Marketing Technology Lab
IOWA CITY, Iowa -- A new computer lab at the University of Iowa College of
Business Administration allows marketing students to work with demographic
and other marketing data for any region in the country.
The technology, known as geodemographic mapping, is the cornerstone of the
college's new Marketing Technology Lab, created by Associate Professor of
Marketing Tom Gruca. Geodemographic mapping is the same kind of decision-making
technology used by many large businesses.
In the new lab, geodemographic mapping can now be used by students and faculty
to learn more about target marketing. With a series of colorful maps and graphics,
students can analyze the information street by street. Students can access
more than 100 variables, such as income, family structure, spending habits,
and lifestyle information, for any state, county, city or zip code.
The technology is an approach that expands beyond charts and graphs to tell
companies where their customers live, where potential customers are, and where
to locate new stores and deliver products. The application of the technology
gives businesses a broader range of solutions.
According to Gruca, this type of technology has been available for years,
but is just becoming affordable and accessible to institutions like the UI.
While the lab and the technology are under development, Gruca hopes to make
them widely available to students. "My goal is to start training students
to use this technology in their first marketing course," Gruca said.
"Now we can have our students work with the same kind of technology companies
are currently using rather than just talking about it."
Computer equipment and space for the Marketing Technology Lab was provided
by the UI College of Business Administration, while some of the software was
provided by DecisionMark, a software firm in Cedar Rapids. Financial support
was also provided by two other Cedar Rapids firms, D.C. Taylor Co. and Perpetual
Savings Bank, both members of the UI Marketing Advisory Council.
For more information, contact Tom Gruca at 319-335-0946.