Database marketing is defined as a combination of strategic marketing planning, creative communications, data, technology, and statistical analysis techniques. In so doing, it establishes three basic "building blocks" for developing a database marketing system: data (market intelligence, marketing research, customer/client databases, decision-support systems), technology and statistical techniques. Students will learn how these three key drivers of a database program can work together to improve a business when the information that is gathered can be turned into using knowledge about markets, competition and customers. The course informs students about the general strategies and objectives of database marketers and how this is changing the practice of market research. Students obtain hands-on experience in using the profit-maximizing quantitative methods that are routinely used by database marketers. In addition, consideration is given to privacy, security and ethical issues.
Exclusion: MARK5942