Aug 01, 2021  
2021-2022 Undergraduate Catalog 
    
2021-2022 Undergraduate Catalog

MKTG 455 - Database Marketing and Data Mining


Intensive examination of the concepts and tools to manage and utilize a marketing information system, using database information in a marketing context. Emphasis on the use of various statistical tools to identify marketing opportunities. Topics may include recency, frequency, and monetary (RFM) analysis, clustering techniques, linear and logistic regression, and an introduction to neural networking and its use in marketing information systems.

Prerequisites & Notes
PRQ: MKTG 295 and OMIS 351 (for all majors); grade of C or better in each of the following: MKTG 295 and FINA 320 and MGMT 335 and OMIS 338 (for business majors).

Credits: 3