Course focuses on the fundamental concepts of customer relationship management and application of analytics approaches to solve real-world problems. The course covers topics including marketing data bases and computer-based research systems designed for the collection, storage, usage, and reporting of disaggregated data. Students will be instructed on how to increase customer profitability based on insights gained from customer data. Case studies and data analysis projects are utilized. Prerequisite: MARK 5311 or equivalent or consent of the Program Director.