ABSTRACT
Be able to define the marketing database and its role within customer relation-‹‹ ship management systems
Understand the marketing applications supported by the marketing database‹‹ Understand the management process involved in building, maintaining and en-‹‹ hancing the database
Understand and define the concepts of data warehouses and data mining‹‹ Have completed syllabus elements 2.1, 2.2, 2.3, 2.4 and 2.5.‹‹
Table 3.1: Learning outcomes and knowledge and skills requirements
Learning outcomes Knowledge and skills requirements
Plan for and manage the acquisition, storage, retrieval and reporting of information on the organization’s market and customers
2.1 Demonstrate an understanding of the application, role in CRM and benefits of customer databases
2.2 Describe the process for setting up a marketing database
2.3 Explain how organizations profile customers and prospects
2.4 Explain the principles of data warehouses, data marts and data mining
2.5 Explain the relationship between database marketing and marketing research
Study guide This unit should take you around three hours. You should add another three hours for supplementary reading and case studies.
