Database Marketing (MKT
6223)
Monday 6-10pm, SOM 2.117
Instructor: Dr. Nanda
Kumar
Course Description
The last two decades have witnessed a tremendous explosion
in ways that firms use to track consumer behavior. This was aided considerably by the precipitous fall in the price
of electronic storage media as well as computing power. Despite access to valuable data on purchase
behavior and consumer characteristics, very few firms actually condition their
strategies on the data they have. This
may be attributed to at least two factors.
First, firms now have so much information that it is often very costly
for them to get to the data that can be meaningfully used to devise their strategies. Second, many firms just don’t know what to
do with the data.
The course addresses both these issues. The course will introduce
students to analytical techniques that will assist in data reduction and
consumer segmentation. Additional
techniques to uncover the characteristics of the different consumer segments
will be developed. The latter half of
the course will apply these techniques to some marketing problems – devising
communication strategies, catalog marketing etc.
While the thrust of the course will be in developing
analytical techniques that will eventually aid managers in devising strategies,
the course will require students to work with different data sets and estimate
various models with a software package such as SAS. The Unix/Windows version of SAS is available on the university
computers and all registered students will have access to this version. In addition, PC based versions of the
software may be purchased at a student discount
Prerequisites: None
FORM TO PURCHASE THE SAS SOFTWARE
MKT
6223 (Mon 6:00-10:00pm) Syllabus
Class Notes