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MAX 515 - Database and Direct Marketing

Course Description: 

This course introduces students to the critical nature of information gathered in real time directly from important constituencies of third party sources. It explores the ability of data-based marketing to match consumers with products based on behaviors. Students learn to access and analyze database information as well as develop programs to elicit a direct and immediate response using a variety of direct-to-consumer/direct-to-business tools including electronic marketing.

Credit: 

(3-0-3)

Prerequisite: 

[(MAX 511)]

Corequisite: 

None