Students benefit from the practical experience of the faculty, several of whom have achieved great success in building businesses through the use of these techniques. The scholarships will be applied toward tuition at Northwestern. It is widely understood that successful marketers start with strategies to understand and then retain and increase their current customer base. In addition to lectures, this class uses a live real-world case as a platform on which students test what they have learned designing winning customer retention and loyalty plans. Students approach the project as if they were directors of strategic planning and marketing.
Special attention is paid to managing customer relationships.
Also a case study focusing on the development of guidelines for data use and privacy in a digital environment. During the fifth quarter, students are offered the opportunity to become highly proficient in areas of subspecialization, including advanced database modeling and e-commerce.