MKTG 4730 - Data Driven Marketing

This course introduces students to database development and its uses in marketing to establish and maximize personalized, one-on-one customer relationships that span both traditional and digital marketing channels, and in all marketing contexts. Data-driven marketing strategies will be discussed including: the creation and use of databases for customer profiling, segmentation, creative offer development, as well as database analytics, affiliate marketing, e-mail marketing, campaign performance metrics, and ethical and regulatory issues.

Prerequisites & Corequisites: Prerequisites: MKTG 3710 and (MKTG 3740 recommended).

Credits: 3 hours

Restrictions: Restricted to majors/minors in Advertising and Promotion, or Marketing; and majors in Food and Consumer Package Goods Marketing, Sales and Business Marketing, and Electronic Business Marketing.