BUS-M 428 CRM and Digital Analytics

• 16 weeks
• 3 credits
• Prerequisite(s): BUS-M 370 or BUS-M 304 with grade of C or better and declared Digital & Social Media Business Applications co-major.

This course is designed to meet the increasing demands from the industry and recruiters for the application of quantitative and analytical skills to support sophisticated marketing decision making. The content of the course is based on cutting-edge research in optimization and interactive marketing to study customer relationship management and digital marketing. The goal is to apply optimization tools to derive analytical solutions to more customized and proactive marketing decisions, such as relationship pricing, promotion and inventory management, cross-selling campaigns and service allocation. The students learn how to make state-of-the-art marketing strategies and relevant analytical techniques that can be used to support these decisions. We aim to package the hard core strength of our students (quantitative techniques) in appealing and attractive business applications (relationship marketing). This course meets the imperative demands from the industry and enhances the comparative advantages of our undergraduate students.