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MKTG-561Customer 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-610, MKTG-612, or MKTG-632.