Teaching
           MKTG 351 : Database Marketing
           The course introduces the students to the concepts, methods and quantitative tools for creating
           and exploiting  customer databases. The course will have a strong hands-on methodological
           orientation with emphasis on applications involving real customer data. Students will learn     
           quantitative tools for estimation of customer lifetime value, customer response modeling and 
           experimentation in test markets. CRM applications will include prospecting, market segmentation
           and targeting, product  customization, cross-selling emphasis on applications involving real customer
           data. Students will learn quantitative tools for and customer loyalty programs. The applications will span
           several different types of  businesses such as Internet retailing, financial services, computers and
           knowledge-intensive enterprises.
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