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Marketing Databases, Information and Knowledge - MARK6016
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Campus: Kensington Campus
 
 
Career: Postgraduate
 
 
Units of Credit: 3
 
 
EFTSL: 0.06250 (more info)
 
 
Indicative Contact Hours per Week: 3
 
 
Enrolment Requirements:
 
 
Prerequisite: enrolment in program 8414 or permission of the Program Director
 
 
Fee Band: 3 (more info)
 
 
Further Information: See Class Timetable
 
  

Description

Database marketing is defined as a combination of strategic marketing planning, creative communications, data, technology, and statistical analysis techniques. In so doing, it establishes three basic "building blocks" for developing a database marketing system: data (market intelligence, marketing research, customer/client databases, decision-support systems), technology and statistical techniques. Students will learn how these three key drivers of a database program can work together to improve a business when the information that is gathered can be turned into using knowledge about markets, competition and customers. The course informs students about the general strategies and objectives of database marketers and how this is changing the practice of market research. Students obtain hands-on experience in using the profit-maximizing quantitative methods that are routinely used by database marketers. In addition, consideration is given to privacy, security and ethical issues.
Exclusion: MARK5942


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© The University of New South Wales (CRICOS Provider No.: 00098G), 2004-2011. The information contained in this Handbook is indicative only. While every effort is made to keep this information up-to-date, the University reserves the right to discontinue or vary arrangements, programs and courses at any time without notice and at its discretion. While the University will try to avoid or minimise any inconvenience, changes may also be made to programs, courses and staff after enrolment. The University may also set limits on the number of students in a course.