MKTG 575Data Driven Marketing

Catalog

This course will deal with the use of data and relevant skills to make marketing decisions, focusing on CRM and Database/Direct Marketing (with both online and offline applications). Topics include customer acquisition, retention, attrition, and loyalty program, etc. Prerequisites: Introduction to Marketing (MGMT 506 or MKTG 311), Marketing Research (MKTG 540 pr MKTG 320). Traditionally offered in the spring semester. 4 credits.