MKP9702

Marketing database strategy

Dr Robin Pollard

6 points
* One 6-day week module plus 2x1.5 days
* Second semester
* Peninsula (week module) and Caulfield (2x1.5days)
* Prerequisite: MKP9701

Objectives On completion of 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, looking at lifetime value and other financial criteria and models such as recency, frequency and monetary value model and build a new database as well as manipulate current databases with overlays, micro-market research, and profiling.

Synopsis This subject emphasises models and methods proposed to aid decision making of marketing managers. Students will become familiar with those frequently used. They are given the opportunity of manipulating data focusing on customer segmentation strategies through simulation. Students will learn how to adapt models to managerial decision making, and how to develop zero based marketing databases.

Assessment Assignment (3000 words): 33%
* Seminar paper (3000 words): 33%
* Database project (3000 words): 34%

Prescribed texts

Jackson R and Wang P Strategic database marketing