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.

Semester Course Offered

Offered spring semester every year.

Grading System

A-F (Traditional)


(MARK 7100 and ECON 4750/6750) or permission of department

Athena Title


Syllabi MARK 7950
Credit Hours 3.0