This course provides students with a knowledge of the development and use of essential data in direct marketing decision making.
Emphasis is placed on strategic decision-making skills as opposed to tactical skills.
The role of the computer is explored in relationship to providing management support and to maintain customer files. The concept of list management will be explored in detail from compiling to storing to retrieval to security. Students will gain an understanding of selection and segmentation-marketing techniques based on demographics and psychographic characteristics and predictive modeling.