Database Marketing

This course is designed to provide the student with a comprehensive understanding of database marketing. The course considers alternative theory and models of database marketing. Particular attention is given to designed database systems for marketing operations in a number of different for-profit and not-for-profit industries (e.g., global packaged goods companies, credit card service companies, not-for-profit arts or civic centers, direct marketing service bureaus). Students will have an opportunity to develop skills that can apply in assisting firms in creating new or refining existing database marketing systems. Topics also include globalization, ethical, and future trends.