MARK 4220: Customer Relationship Marketing and Database Marketing

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Course Format Lecture 4.0 h + Seminar 0.0 h + Lab. 0.0 h
Credits 3.0

Course Description

This course provides students with a strategic overview of Customer Relationship Marketing and Database Marketing and how they can be used to achieve an organization's overall goals. Students will apply Customer Relationship Marketing strategies and understand the value of one-to-one marketing and how to calculate customer life-time value. Students will have a working knowledge of database marketing applications such as setting a contact strategy, approaches to segmentation, uses of predictive modelling, examples of personalization and ways to cross-sell/up-sell. The material will be taught using lectures, case studies, guest speakers and assignments.

Students will receive credit for only one of MARK 2440 or 4220.

Prerequisite(s): Completion of a minimum 54 credits including a minimum "C" grade in CMNS 2228, MARK 1115, and six credits of university-transferable English or communications.

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