BSAN 465. Customer Relationship Management. 3 Hours.
This course introduces the theory and practical implementation of customer relationship management (CRM) strategies using marketing databases. Topics include: fundamentals of CRM strategy, FRM analysis, LTV metrics, logit models, decision tress, hazard models techniques for evaluating model performance (e.g., lift charts, ROC) and applications to campaign management. In keeping with the hands-on nature of the course, students will be instructed on how to implement the CRM techniques using various software tools. Not open to students with credit in MKTG 465 or SCM 425. Prerequisite: MKTG 310 or MKTG 311 and SCM 310 or SCM 311. Enrollment restricted. LEC.