Download MKTG 565 Database Marketing and Decision Models

MKTG 565: Database Marketing and Decision Models
Customers are important intangible assets of a firm that should be valued and managed.
– Gupta and Lehmann, 2003
Course Overview
Marketing is in the midst of an information technology revolution and data explosion.
Modern marketing managers need to be familiar with and skilled at using software
technology that can help them make better decisions. Unlike most marketing courses
that mainly focus on conceptual material, this course will provide skills to translate
understanding of marketing and customer data into specific operational plans—skills
increasingly demanded by modern organizations.
As the course title suggests, we will give emphasis to topics involving database
marketing, such as calculation of Customer Lifetime Value, Customer Acquisition and
Retention Modeling, and Customer Relationship Management (CRM). But other
computer-based marketing applications will be explored as well. For example, we will
cover applications of quantitative models that support a variety of marketing decisions,
such as market segmentation, targeting, communication planning, and forecasting.
Privacy and other ethical concerns will also be addressed.
Course pedagogy will involve a combination of lectures, cases exercises, guest
presentations, and team projects involving analysis of databases for real marketing
situations.
The SPSS statistical package will be used extensively, although Excel and Access are
also employed.
This course should be particularly valuable to students with primary interest in marketing
and/or consulting careers. It is also an E-BIZ Certificate Program elective.
For further information, see Prof. MacLachlan, 357 Mackenzie, 543-4562,
[email protected].
Website: http://faculty.washington.edu/macl