MKT 608 - Database Marketing

Institution:

Fort Hays State University

Subject:

Description:

(3-6) This course examines the theory and practice of database marketing and how it contributes to building long-term realtionships with customers. The focus is on the strategy and analysis of the database for marketing purposes. Database marketing involves collecting data on individual-level 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 theoritical components with the practical, hands-on components. Students will explore the theories and then apply them using regression response models and analyzing relational databases. Requisites: MKT 301 and Junior standing or PERM.

Credits:

3.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

www.fhsu.edu

Phone Number:

(785) 628-4000

Regional Accreditation:

North Central Association of Colleges and Schools

Calendar System:

Semester

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