CRM & Targeted Marketing

This course introduces students to the creation, design and strategic importance of databases in marketing today. Customer relationship management concepts such as customer segmentation, lifetime value and loyalty will be examined. Students will use Microsoft Access to develop the functional skills needed to apply a set of database tools in a business context. On completion, students should be able to design and implement relational database structures by creating simple database tables, queries, forms and reports. Students will examine key concepts within direct marketing and use them to build a campaign in support of corporate strategic goals.

 

Pre-requisites: BISM 100 & MKTG 150

Note: Check with the institution regarding start/ end dates, prices, and delivery method. These may vary according to the program, section, and/or semester.