Databases for Marketing Decisions

Catalog description

This is an applied course on marketing databases. The course helps students harness database management techniques to solve complex problems in the domain of marketing. In addition to learning the principles of relational database management systems (DBMS), students will learn how to apply database management skills (combined with other statistical packages) to make data-driven decisions that address important marketing problems. Specifically, they will learn how to do market segmentation analysis, cluster analysis, market share analysis, customer relationship management, brand and store positioning, and market and product sales forecasting. Graded on A-F basis only. Prerequisites: ACCTCY 2258 (or INFOTC 1040 or CMP_SC 1050 ), MRKTNG 3000 , and STAT 2500 (or STAT 2200 and one of the following: STAT 1200 , STAT 1300 or STAT 1400 ). May be restricted during early registration to business students only and/or students who have declared the Marketing Analytics Certificate on their academic plan. Credit Hour s : 3