Marketing and Public Relations
Database Management & Modeling
In this course, students learn the basics of database setup and management as well as the analytical techniques and tools used in integrated marketing to assess, enhance, and profit from customer-relationship management. The course reviews database technology, organization, and planning including technology needs and outsourcing considerations; sampling techniques such as nth selects and frozen files; creating powerful predictor variables such as univariate and cross tabulations, ratios, time series variables, and other measures. The course also covers predicting customer actions by using multiple linear regression and logistic regression to model response, payment, attrition, churn, and other factors that assist in segmentation. Students also learn how to combine prospect and customer data residing on databases with outside sources of data to drive response models.