2013-2015 Graduate Catalog 
    
    Dec 06, 2021  
2013-2015 Graduate Catalog [ARCHIVED CATALOG]

MKTG 6627 - Database Marketing


Prerequisites: MKTG 6609  or equivalent, QANL 6604  or equivalent.   

An examination of methods useful for analyzing customer databases and developing data-driven marketing startaegies.  The exploration of insights from statistical analysis of customer life cycles, customer lifetime value, response experimentation, and predictive modeling.  This course includes customer data analysis leading to performance metrics, marketing accountability, and dashboards.

 
3 credit hours.