Computer Security Course

06/25/07

Dr. Ron Rymon

PhD, University of Pennsylvania

Abstract

The goal of this course is to provide students with a general understanding of direct marketing concepts, strategies and technical methods. We will especially focus on the use of state-of-the-art computer technologies to improve the efficacy and efficiency of marketing efforts.

Outline

Direct Marketing. What is direct marketing, and how it fits within the general marketing discipline. Design and implementation of direct marketing campaigns. Strategic and tactical applications of the marketing database. The U.S. direct marketing industry. (slides)

Database Marketing. Uses of the marketing database, even beyond marketing. The data: sources, types, what to keep and how, data management. Implementation technologies: computing platforms, databases and data warehouses. Analysis methods: simple statistics, RFM, LTV, OLAP, and visualization. Modeling techniques: regressions, neural nets, decision trees. Presenting and evaluating modeling results. (slides)

Books

	Principles of Direct & Database Marketing / Alan Tapp.
	Strategic Database Marketing / Jackson and Wang.
	Successful Direct Marketing Methods / Bob Stone. Buy
	The New Direct Marketing: How to Implement a Profit-Driven Database Marketing Strategy / David Shepard. Buy

Being Direct: Direct Marketing That Works / Lester Wunderman, Adams Media Corporation. Buy

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