They will also gain an understanding of the various technological vectors that are likely to impact marketing in the future, as well as the human implications of technology. Examines segmentation, targeting, customer loyalty, and the lifetime value of a customer as part of a strategic database marketing plan. Also includes discussion of hardware, software, and implementation issues. A primary emphasis throughout the course will be the application of database marketing in a variety of industries. Discusses the tools of database marketing, customer information and satisfaction measurement, partnering, and total quality management processes, as well as organizational issues in designing, implementing and controlling relationship marketing programs.
Specific topics alternate each semester depending on student and faculty interests.