MKF5702

Marketing database strategy

(BUS)

6 points + 5-day split block + Second semester + Caulfield + Prerequisite: MKX9701

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%