MARK 7950: Database Marketing and Customer Relationship Management
Database marketing combines data on customers or potential customers with statistical techniques to develop models of customer behavior and inform marketing decisions. Built around the customer lifecycle, this course emphasizes strategic initiatives in customer relationship management, including customer acquisition; customer development via up-selling, cross-selling and personalization; and customer retention. Offered spring semester every year.
Prerequisite: (MARK 7100 and ECON(MARK) 4750/6750) or permission of department.