MARK 5422: Customer Relationship Marketing and Database Marketing
| Course Format | Lecture 4.0 h + Seminar 0.0 h + Lab. 0.0 h |
| Credits | 3.0 |
Course Description
Discontinued as of Summer Semester 2023
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 4220 or 5422.
Prerequisite(s): Acceptance to a post-graduate certificate program.
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