Database Marketing Strategies I

This course serves as an introduction to the core principles associated with database marketing and the strategies used to build profitable customer relationships. It focuses on using a customer database, customer/consumer segmentation methods, customer relationship, and retention strategies, creating customer loyalty, and designing custom targeted marketing strategies for customers. Students will examine the increasing role that the internet and database technology play in database marketing and applying Customer Lifetime value techniques. The course also concentrates heavily on current industry trends and issues. Students work both individually and in groups to develop the fundamental skills required in the database marketing industry. For B409 students, this is a foundation course towards the third-semester project course MARK 2040. This course is offered in class for B406 and B409, and online for B413 students.

Note: Check with the institution regarding start/ end dates, prices, and delivery method. These may vary according to program, section, and/or semester.