Database Marketing

This course will give to the student a clear understanding of the importance of data in marketing. At the
end of this course, students should be able to: describe the main concepts related to database marketing;
describe and apply data analysis techniques for database marketing ; build and maintain a customer
database; segment customers ; plan and design marketing tests; plan and test database marketing
campaigns ; financially evaluate the performance of a campaign of database marketing; and establish
appropriate measures for a particular database marketing campaign. At the end of the course it is expected
that students are able to collaboratively develop and deploy database marketing campaigns in their
companies for the promotion of products / services with the application of concepts and techniques
covered in the course.

1. Introduction do Database Marketing Concepts
2. Strategic Database Development in Marketing
3. Defining Customer Data Requirements
4. Costumer data analysis
5. Building Databases
6. Segmenting the Customer Database
7. Planning and Designing Marketing Tests
8. Marketing Databases and the Internet
9. Social Media
10. Database marketing campaigns
11. Data Mining
12. Legal and ethical issues

NAO

1. Principles of Direct, Database and Digital Marketing, Alan Tapp, Ian Whitten, Matthew Housden, Pearson,
5 edition, 2013.
2. Database Marketing: Analyzing and Managing Customers, Robert C. Blattberg, Byung-Do Kim, Scott A.
Neslin, Springer, 2009.
3. Internet Marketing: WITH “Principles of Direct and Database Marketing” AND “Research Methods for
Business Students”: Strategy, Implementation and Practice, Dave Chaffey, Alan Tapp, Mark Saunders,
Adrian Thornhill, Philip Lewis, Financial Times/ Prentice Hall; 1 edition, 2008.
4. Optimal Database Marketing: Strategy, Development, and Data Mining, Ronald G. Drozdenko, Perry D.
Drake, SAGE Publications, 2002.
5. Principles of Direct and Database Marketing, Alan Tapp, Financial Times/ Prentice Hall; 4 edition, 2008.