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Apr 20, 2024
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2013-2014 Graduate Catalog ARCHIVED CATALOG: CONTENT MAY NOT BE CURRENT. USE THE DROP DOWN ABOVE TO ACCESS THE CURRENT CATALOG.
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MKT 757 - Strategic Database Marketing
Credits 3
Theory and practice of use of databases to enhance marketing programs and build customer relationships. Topics include: one on one marketing, relationship building strategies, customer cloning, RFM, calculating lifetime value of customers, modeling tools and processes, customization of offers and retention strategies.
Prerequisites
Completion of the MBA core or consent of the Director of MBA Programs.
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