MKTG-754 Database Marketing (1.5)

In contrast to traditional mass marketing approaches where firms market to large segments of consumers, database marketing uses individual level customer data (e.g., name, address, age, income, date and dollar amount of last purchase) to tailor marketing programs to individual customers. These individual level data are used to better understand customer behavior, to more effectively segment, target, and serve the marketer’s customers, and to identify new, promising prospects. Prerequisite: MKTG-612 or MKTG-632.