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Consumer Analytics

MKT4053

Consumer Analytics

College of Business + IT
UMGT

The increasing availability of technology enables companies to collect and analyze customer data. This course will discuss techniques to identify, build and maintain profitable customer relationships. We will discuss methods of optimizing customer loyalty and profitability by tailoring marketing activities based on customer data. Topics include fundamental concepts, frameworks for implementing customer relationship management, customer-based marketing metrics, introduction to essential database marketing tools, customer selection and targeting, and loyalty programs. The course utilizes a mixture of lecture/discussion and computer-based training.