Mar 28, 2024  
2014-2015 Undergraduate and Graduate Catalog 
    
2014-2015 Undergraduate and Graduate Catalog [ARCHIVED CATALOG]

MKTG 4640D - Database Marketing Fundamentals

3 hours
Examines theories, issues, processes and applications involved in the strategic use of marketing databases in corporate and non-corporate settings. Emphasizes the importance of acquiring, maintaining and processing market-related information. Introduces the extension of database marketing to the concept of one-to-one marketing. Discusses uses of computer hardware and software, the Internet and telecom technology in database marketing. Examines issues involved in the creation and maintenance of marketing databases as well as their varied uses. Students complete a project, learning and using many skills related to applied database marketing. Prerequisite(s): MKTG 3650D  and MKTG 4620.