Modeling marketing communication in a farm plant care information system

Abstract

The article substantiates the need to use the marketing communication channel in specialised software for agriculture. The purpose of such a channel is to provide information to farmers about the availability of planting material, technical means that ensure the processes of the production cycle, services of specialized contractors, etc. in the market. The content of such a channel in the software should be personalized, i.e., based on the user profile and his activity in the software product. The aim of the research is to create an information model that demonstrates the transformation of software product processes when implementing a marketing communication channel. To realize the goal, all the key objects involved in the mentioned processes are established, all the links between them are established. The obtained results became the basis for using the method of information modeling in order to create a model of the process of interaction between users of the system, its main modules and the module responsible for generating content for marketing communication. The developed model shows the information flows arising between the subjects of interaction during the realization of the functional capabilities of the information system.