MKX9702

Marketing database strategy

Lecturer to be advised

6 points · One 6-day week module plus 2x1.5 days · Second semester · Peninsula (week module) and Caulfield (2x1.5days) · Prerequisite: MKX9701

Objectives Upon completing this subject students should be able to understand the various types of databases, their uses and role in management decision making; develop, analyse and implement segmentation and targeting strategies; apply important features of decision models (assumptions and limitations) to database development; develop database strategies and requirements to acquire and retain customers; build, manipulate and interrogate databases.

Synopsis Databases in direct marketing, hardware and software, data sources, marketing database applications, entity relationship diagrams, database strategy and the corporation, data issues; segmentation strategies, database and database application design, relational database implementation.

Assessment Assignment: 33% · Seminar paper: 33% · Project: 34%

Prescribed texts

Hughes A M The complete database marketer revised edn, McGraw-Hill, 1996
Kroenke D M Database processing: Fundamental, design, and implementation 6th edn, Prentice-Hall, 1997
Quick course in Microsoft Access 97 Microsoft Press, 1997

Back to the 1999 Business and Economics Handbook