Class Visit: MKTG-661 Data Driven Marketing (MS Marketing)
Monday, February 11, 2019
4:00 PM - 5:20 PM Eastern Standard Time
Location:
Main Campus, Kogod School of Business Building
Description:
A campus visit is likely the best way to learn more about our program. You will have the opportunity to see the university campus and the Kogod School of Business facilities, as well as observe our faculty and students in a live classroom environment. A current student ambassador will bring you to class with them and afterwards treat you to coffee to share their experience as a Kogod student and answer any questions you have.
This course provides an overview of the data-driven marketing and customer management ecosystem. Increasingly, businesses are relying on data and analytics to build, execute and optimize their campaigns across the customer lifecycle; from marketing through customer management. Students will learn how to evaluate customer acquisition costs and customer lifetime value as key metrics for optimizing marketing spend and in-market campaigns. They will learn how to develop customer selection models and use customer database information for business planning and to enhance marketing performance. They will also learn how data and analytics play central roles in the ongoing marketing and customer management practices of today's most successful companies. Throughout the course, there will be real-world examples and case studies, as well as guest lecturers from experts in the field.
Registration period closes Thursday, February 7, 2019