MKTG 4350 - Digital Customer Relationship Management and Database Marketing

Three factors continue to revolutionize marketing: The digitally empowered consumer, massive customer data from digital and store channels, and analytic methods to turn this data into insights and predictions. This course covers the methods used in customer relationship management (CRM) and database marketing. Topics include customer lifetime value, potential-value, RFM, and digital engagement segmentation, digital CRM channels including social and email, omni-channel CRM, loyalty and subscription programs, promotion and investment strategies for CRM, and the impact of CRM on ROI.