MKT6323 - Database Marketing

MKT 6323 Database Marketing (3 semester hours) Techniques to analyze, interpret, and utilize marketing databases of customers to identify a firm's best customers, understanding their needs, and targeting communications and promotions to retain such customers. Topics include: handling, creating and reading datasets, LifeTime Value, RFM and response analysis. In addition, students will learn to use SAS software. This class is required for the Academic Certificate in Marketing Analytics and Market Research. Prerequisites: MKT 6301 and OPRE 6301 or consent of instructor. (3-0) Y