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MARKETING

MKTG-561 Customer Relationship Management and Database Marketing (3)

Course Level: Undergraduate/Graduate

This course provides an understanding of Customer Relations Management (CRM) principles and database marketing practices. Students learn how to develop, maintain, and append additional data to a customer information database, create a customer scoring model, and use customer database information for business planning and enhance sales performance. Students evaluate case studies of frequent buyer loyalty programs and data driven product recommendation systems. The course also shows how businesses use customer and consumer data to increase sales and market share in target demographic sectors. Prerequisite: undergraduate: MKTG-300 or MKTG-250; graduate: MKTG-612 or MKTG-632.

MKTG-561 Data Driven Marketing and Customer Management (3)

Course Level: Undergraduate/Graduate

This course provides an overview of the data-driven marketing and customer management ecosystem. Increasingly, businesses are relying on data and analytics to build, execute, and optimize their campaigns across the customer lifecycle from marketing through customer management. Students learn to evaluate customer acquisition costs and lifetime customer value as key metrics for optimizing marketing spend and in-market campaigns. They develop customer selection models, and use customer database information for business planning and to enhance sales performance. They also learn how data and analytics play central roles in the ongoing customer management practices of today's most successful companies. Includes real-world examples and case studies, as well as guest lecturers from experts in the field. Prerequisite: undergraduate: MKTG-250 or MKTG-300; graduate: MKTG-612 or MKTG-632.