Drexel University 4 credits MKTG
Built around the notion of the customer lifecycle, this course will address strategic initiatives in customer strategy including customer acquisition; customer development via up-selling and cross-selling; customer attrition and retention. The course will also cover commonly used marketing analytic tools and techniques such as data exploration/visualization, decile analysis, RFM (recency/frequency/monetary) segmentation, and predictive modeling using logistic regression and machine learning tools (e.g. classification trees such as CHAID). The course uses a combination of lectures, cases, and exercises. We will be taking a very hands-on approach with real-world databases to provide you with tools that can be used immediately on the job.
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