Direct Marketing II: Database Marketing and Managing the Creative Process

This course provides an overview of current issues in direct marketing strategy. In particular it deals with how to use database analysis to acquire new customers, how to generate qualified sales leads, how to manage existing customer relationships through database management, and how to manage the creation of marketing messages using database-driven Interactive Media. Students also learn how to identify strategic opportunities for both predictive and segmentation models. The course focuses on identifying potentially important predictive variables from a marketing database, and how to increase their predictive power.