NEW THIS TERM
Database Marketing and Data Driven Customer Relationship Management (CRM)
X481.9 (2 semester units in Business Administration)
An elective in the Professional Sequence in Database ManagementThis course introduces the most up-to-date technology and business intelligence role in database marketing and customer relationship management (CRM). Students gain an understanding of the central role that data mining plays in maximizing the profit of customers through acquisition, cross-selling, up-selling, customization, retention, and winback. Students will also learn how data mining fits into direct marketing and CRM in practice, covering both the important theoretical aspects of data mining and CRM, as well as illustrating the best practices.
There are currently no sections open for enrollment.
Sections closed for enrollment
Tues. Feb. 12, San Francisco
JIANMIN LIU, Ph.D., is senior vice president of statistical modeling and data mining for Consumer Credit Group at Wells Fargo Bank in San Francisco. He is also an adjunct professor at Golden Gate University in San Francisco, teaching finance, econometrics, and data mining. E-mail: jianmin.liu@bigfoot.com.NOTE: This class is closed. For information about related courses, contact your academic department.
Courses begin every month. A new edition of our catalog is published
three times a year in early April, July and December.