Course Description: Data-warehousing and data-mining activities are beginning to transform business activity, particularly as they relate to marketing. In this course, we will learn what capabilities various database options can provide and how to capitalize on those capabilities to address today’s marketing challenges. Topics will include database design, scalability, search and retrieval strategies, and marketing specific applications to include customer lifetime value calculations, recency, frequency, monetary analysis, customer segmentation and testing.
Notes and Comments: Required Textbook: Strategic Database Marketing 3rd ed. - ISBN 007145750X. A class packet of business cases and assigned readings is also required and can be ordered through the UVA Bookstore via phone at (800) 759-4667.
Tuition: Tuition rates are based on registrant's status and residency. You must complete a profile in order to establish an accurate tuition rate and register for credit courses. Register Now!
