MKT 436 - Database Marketing

Institution:

University of Rochester

Subject:

Description:

Advances in information technology have created opportunities for firms to gather more detailed information on their customers and competitors. The enormous volume of information which companies now collect poses many new challenges. The basic question we address in this course is: "What can one do with all of this data?" Our goal is to integrate statistical models and marketing models with data and decisions. In this course, students will learn how database marketing provides management with specific information needed to identify the target customer and to retain her or him for a lifetime, if possible. In the absence of database marketing philosophy, managers would be left with mass marketing and segmented marketing techniques that are not effective and efficient in today's information intensive, high-tech global markets. This course also examines direct marketing in depth, since the roots of database marketing are in direct marketing. (Same as ECM 436)

Credits:

3.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

www.rochester.edu

Phone Number:

(888) 822-2256

Regional Accreditation:

Middle States Association of Colleges and Schools

Calendar System:

Semester

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