MKTG 3661 - Database Marketing

Institution:

University of Connecticut-Avery Point

Subject:

Description:

(281) Either semester. Three credits. Prerequisite: MKTG 3260; open to juniors or higher. Introduces students to the concepts, technology and quantitative tools for creating, maintaining and exploiting customer databases. The course will have a strong hands-on methodological orientation with emphasis on applications involving real customer data. Students will learn about quantitative tools including those used for experimentation in test markets and measurement of customer lifetime value. Applications will include prospecting, market segmentation and targeting, product customization, cross-selling, brand equity, customer loyalty programs, and valuation of customers. The applications will span several different types of businesses including online retailing, financial services, high tech services, and traditional catalogue companies.

Credits:

3.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

www.uconn.edu

Phone Number:

(860) 486-2000

Regional Accreditation:

New England Association of Schools and Colleges

Calendar System:

Semester

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