Prerequisite: (None)

Course teaches students to use database marketing for maintaining measurable, mutually beneficial relationships with customers is examined. Students will learn to create profitable one-to-one customer relationships that gain information necessary to understanding customer behavior. Course demonstrates the means to improving overall profits by using databases to link planning, forecasting, budgeting, list and media selection, product development, fulfillment, and customer services. Students apply these techniques to real-life marketing problem