MKT 608G - Database Marketing

This course examines the theory and practice of database marketing and how it contributes to building long-term relationships with customers. The focus is on the strategy and analysis of the database for marketing purposes. Database marketing involves collecting data on individuallevel purchase behavior, analyzing the data and then utilizing the results to maximize sales to current and prospective customers while minimizing costs. The course is an integration of the theoretical components with the practical, handson components. Students will explore the theories and then apply them using regression response models and analyzing relational databases.

Credit hours: 3

Eligibility: Graduate Standing
Last updated: 05/23/2022