MKTG 638 - Database Marketing

Units: 3
This course offers a comprehensive overview of marketing database management technologies including the use of programming languages (i.e., Structured Query Language (SQL)) and provides hands-on database skills to support data-driven marketing decision-making.

Prerequisites: Post-baccalaureate standing
Possible Instructional Methods: On-ground, or Hybrid, or Online-Asynchronous, or Online-Synchronous.
Grading: A-F grading only.
Course Typically Offered: Variable Intermittently

Student Learning Outcomes - Upon successful completion of this course students will be able to:

Explain how data is structured and stored in marketing databases
Apply database analysis tools, such as SQL, to identify a firm’s best customers, understanding their needs, and targeting communications and promotions to retain such customers
Create basic and complex marketing reports based on data in a table or visualization
Communicate database analysis results to support marketing decisions made in a variety of enterprises