MKTG 449 - Database Marketing

Units: 4

Database Marketing involves systematic collection, analysis, and application of customer information to build long-term customer relationships. Draws upon database management, statistics, finance, and marketing skills. Discussion focuses on what critical customer information should be collected and how to maintain it in relational databases. Students learn to analyze databases to predict customer behaviors, retention rates, and levels of spending. Students use these databases to make informed choices concerning which customers to target and how to develop long-term relationships with them. Enrollment restricted to students who have completed all lower-division pre-business core (major status in Business Administration — i.e. attained business status).

Prerequisite(s): BUS 204 or BUS 304 and either MKTG 302 or MKTG 305 with grades of C (2.0) or better.