PSMT 602W Strategic Database Marketing (Web Course) 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. Prerequisites: Courses available for registration: Term Schedule Number Section Credit Hours Time Day Center Offering the Course Course Location Instructor Spring 2008 08118180 8180 3 1900 - 2030 R Hampton Roads Off Grounds - Miscellaneous Room John Duffy Session Dates: Jan 17 2008 - Apr 24 2008 Course Website: Notes and Comments: In addition to the textbook Strategic Database Marketing (ISBN# 007145750x), a classpack of case studies is also required and can be ordered through the UVA Bookstore via phone at (800) 759-4667. Classpack of case studies (Cost $16.95) Classpack contains the following: 1) - Data Mining: What General Managers Need to Know, HBSP U9910D 2) - Harrah's Entertainment Inc, Rajiv Lal, May, 22, 2002, HBSP #9-502-011 (Rev June 14, 2004) 3) - Diamonds in the Data Mine by Gary Loveman, HBR OnPoin Program Contact: K. Edwin Brown Textbook Information 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!