Data Mining for Marketers

Catalog description

The student will define terminology related to data mining and the use of data to make customer centric business decisions. Through developing a working knowledge of database management, the student will explore marketing applications of data-driven marketing tools for use in making marketing business decisions. By illustrating the processes used to select, model, and deploy data, the student will learn to implement data driven marketing programs. Privacy concerns and ethics of working with customer data from a biblical worldview is presented. Prerequisite: Successful completion of marketing program courses with the exception of MKG-460 which may be taken concurrently with MKG-470