MKF5702

Marketing database strategy (6 points)

(BUS)

Leader:

Offered:
Not offered in 2003.

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%

Contact Hours: 5-day split block

Prerequisites: MKX9701