Database marketing represents a fruitful marriage between the concept of marketing and advances in information technology. Database marketing is a systematic approach to the gathering, consolidation, and processing of marketing databases to learn more about customers and competitiors, select target markets, compare custormers' value to the company, and provide more specialized offerings. Although databases have been used in traditional marketing for a long time, the database marketing approach is differentiated by the fact that much more data is maintained, and that the data is processed and used in new and more sophisticated ways. In this course, you will learn about several techniques and tools of database marketing such as response modeling, customer lifetime value assessment, data mining, and how they can be applied to support a variety of marketing decisions. The course will involve use of software such as Microsoft Excel, Access, and SAS. Prerequisites: Marketing Management and Managerial Statistics.
