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Data Marketing Communications Campaigns

Data Marketing Communications Campaigns (DMC 680) is a rigorous and comprehensive capstone course that requires Data 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.

DMC 680 Data Marketing Communications Campaigns Course Details

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.

Course 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

Top 3 Takeaways from the Course

  1. This course allows you to peak and show all the skills you learned and tie everything together.
  2. A portfolio worthy piece to show what you have learned in your time in the M.S. Data Marketing Communications program.
  3. Gain the confidence of knowing how to build a real-world campaign.

Instructor Insights

Professor Greenglass’ Passion for Data and Teaching

How to be successful in DMC 680

Thinking about registering for DMC 680?

Course Intensity and Workload

Intensity Level 3 out of 5As your final class, you are bringing together all of your knowledge into one project, leading this to be a 3 out of 5 workload ranking, estimating 10-15 hours per course per week.

View the Full Interview with Professor Greenglass


Cyndi Greenglass
Profile: Greenglass