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Data Marketing Communications Campaigns

Data Marketing Communications Campaigns (DMC 680) is a rigorous and comprehensive capstone course that requires DMC students to develop a thoughtful and professional data-driven marketing communications campaign for a real-world client. Students will demonstrate mastery of the data-driven marketing communications planning process and knowledge and skills learned throughout the graduate program.



Course Learning Outcomes

Upon successful completion of DMC 680, students will be able to:

  • Identify the elements of a data driven marketing communications campaign.
  • Select data sources that will maximize the effectiveness and efficiency of lead generation, customer acquisition and customer retention activities.
  • Use data to produce strategies and tactics to precisely target messaging, offers and content.
  • Interpret predictive analytics to leverage insights and identify marketing communications opportunities to drive growth.
  • Design a data driven marketing communications campaign that supports a brand’s sales and communications objectives.
  • Evaluate analytics and measurement tools that can be used to determine campaign effectiveness.

Topics

  • The State of Customer Relationship Management
  • Customer Value and Strategic CRM
  • Implementing the Strategy and Analytics
  • Data Mining and Database Management
  • Loyalty Programs and Campaign Management
  • Impact of CRM on Marketing Channels, Customer Relationship Management Issues in the Business-To-Business Context, and Customer Privacy Concerns
  • Applications of CRM in B2B and B2C Scenarios
  • Wrap-up