IST 6445 Database Marketing
Spring 2016
DESCRIPTION:The use of databases for maintaining measurable, mutually beneficial relationships with customers is examined. The course will focus on database strategy, database technologies and analysis techniques for marketers, as well as global, ethical and social issues in database development.
INSTRUCTOR: .
C. Merz, Ph.D.Mastercard International
Phone: (636) 346-5277
e-mail:
PREREQUISITES:An undergraduate course in statistics (e.g., Stat 215), a basic understanding of databases, and an undergraduate course that requires programming.
TEXTS:Drozdenko, R. & Drake, D., Optimal Database Marketing: Strategy, Development, and Data Mining, Sage Publications, 2002. Text Website -: This site contains links that provide information and cases about database marketing.
REFERENCES: References will be provided as needed.
SOFTWARE: SAS OnDemand, Enterprise Miner [Available on the university Unix platform.]
Microsoft Excel & Powerpoint
ADDITIONAL COURSE DESCRIPTION: Successful marketers need to be customer-focused. Long-term relationships with customers can be facilitated through the collection, organization, storage, analysis and continuous updating of data. Customer data include demographics, psychographics, purchase history and all other information that will allow the marketer to become more responsive to the present and future needs of the customer. This course examines how database technology facilitates the process of gathering and maintaining information about customers and how this information is used in developing, measuring and evaluating marketing programs. Topical areas include marketing strategy and database development, database technologies, customer variables, segmentation techniques, analysis and modeling techniques, on-line targeted marketing, and global, ethical and social issues in database marketing. Database marketing will be explored through practical examples and experiential exercises from both the consumer and business-to-business markets. Several recent articles from trade and professional publications will be discussed.
COURSE OBJECTIVES:
- Explore the business and social trends related to the adoption of database methods by marketers
- Discuss and develop appropriate strategy for database marketing
- Examine the advantages and limitations of various database variables, types and technologies
- Examine and apply database segmentation methods
- Examine and apply methods of database analysis and predictive modeling
- Examine and apply methods of marketing testing
- Examine and apply lifetime value methods
- Discuss social, ethical and global implications of collecting and using customer data
STUDENT EVALUATION: % of grade
3 equally weighted exams 60%
Homework / Participation15%
Semester project(s)25%
Estimate of how final grades will be assigned: 90100% A; 8089% B; 6079% C; below 60% F.
Students whose class average falls below 70% or that have excessive absences (>= 25%) will be required to show cause to the instructor as to why they should NOT be dropped from the class.
NOTES:
- Class format:
- This class will have two types of students; on-campus students that are physically in the classroom and internet students that will be taking the class using real-time streaming video delivered over the internet. These students will also participate in class discussions and presentations by toll-free telephone connections. All class lectures will be archived and will be available to all students in the class.
- Some important web addresses:
- among other things, this syllabus, a schedule for the class. as well as assignments and handouts. Some documents in this directory are maintained in two formats; MS office and html.
- Access to video:
- Live video during class: see instructions on next page
- Archived video [Available after class]
Since all lectures are archived, you may access the archived lectures at
- Important phone numbers:
- Tel: 636-346-5277 – Dr. Chris Merz’s cell phone number
- Important e-mail addresses
- – Dr. Merz’s e-mail address
- Before we meet each Wednesday evening from 7:00 – 9:30, you should download and print out the class notes. You should also regularly check the syllabus, schedule, and homework documents. These items can be found on the class web site. [The class notes will usually be provided no later than Tuesday evening at 6:00 PM.] You are encouraged to have the lecture materials in front of you during the lectures.
- Homework will be done individually although students are encouraged to discuss the homework assignments with each other. Individuals will be assigned homework presentations from time to time. Individuals presenting homework are required to submit their Powerpoint homework presentations to the GTA by Wednesday noon. Homework presenters will receive a maximum of 10 points for each presentation. Late presentations will be subject to the same rules that apply to late homework.
- Homework will be collected from time to time. It is due at the time requested in class. Late homework will receive 50% of the possible score if handed in within 24 hours of the time it is due. It will receive NO credit after that time. Since homework collection will not usually be announced ahead of time, it is important that your homework be done before you come to class and that you bring it with you.
- The semester project(s) are to be done as a group. Groups should consist of two students. Diverse groups with students from different departments are encouraged.
- Getting help
- Dr. Merz is available for assistance by telephone and/or e-mail.
- The class blackboard may be used for retrieving course information and contacting classmates.
- Plagiarism
- What is it? Plagiarism is when you take someone else’s work and represent it as your own.
- How can I study with others without committing plagiarism? I encourage you to work and study together. However, if your work is identical in content and/or form to that of others, you are committing plagiarism. If in doubt, talk with the instructor.
- First time plagiarists in the class will receive a zero for the work plagiarized. Second time plagiarists will be dropped from the class.
- Working together as groups:
The semester data mining project will be done by groups of 3 students each. As indicated above, students are encouraged to discuss the homework assignments with each other. However the homework should be their work. Exams are individual assignments.
Other Important Information
· Academic Alert System:
All faculty are encouraged to utilize the online Academic Alert System. The purpose of the Academic Alert System is to improve the overall academic success of students by improving communication among students, instructors and advisors; reducing the time required for students to be informed of their academic status; and informing students of actions necessary by them in order to meet the academic requirements in their courses.
· Disability Support Services:
Any student inquiring about academic accommodations because of a disability should be referred to Disability Support Services so that appropriate and reasonable accommodative services can be determined and recommended. Disability Support Services is located in 204 Norwood Hall. Their phone number is 341-4211 and their email is . Instructors may consider including the following statement on their course syllabus as a means of informing students about the services offered:
If you have a documented disability and anticipate needing accommodations in this course, you are strongly encouraged to meet with me early in the semester. You will need to request that the Disability Services staff send a letter to me verifying your disability and specifying the accommodation you will need before I can arrange your accommodation.
· Academic Dishonesty:
Page 30 of the Student Academic Regulations handbook describes the student standard of conduct relative to the System's Collected Rules and Regulations section 200.010, and offers descriptions of academic dishonesty including cheating, plagiarism or sabotage. Additional guidance for faculty, including a description of the process for dealing with issues related to academic dishonesty, is available on-line at
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