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Cyprus International University
TR

DATABASE MARKETING

Course
MRKT313 - DATABASE MARKETING
Department
Digital Media and Marketing - English - Undergraduate
Course Type
Course
Status
Required
Language
English
Credit
3
ECTS
6
T+P+L
3 + 0 + 0
Course Coordinator(s)
Assoc. Prof. Dr. Gamze GÜNER KİBAROĞLU
Prerequisite
-
Keywords

Course Description

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DATABASE MARKETING

Evaluation Tools (Active Term)

Item Type Weight (%)
Midterm Exam (Written) Midterm 30
Term Project Project 30
Final Exam (Practical/Applied) Final 40
Total 100

Course outcomes

No course outcomes have been defined yet.

Course Syllabus

Week Topic
Week 1 Theory: Introduction to database marketing: the definition of Database Marketing, how it differs from Database Management, the database concept (Excel analogy), and a conceptual introduction to Python
Week 2 Practice: AI-assisted Python (Google Colab): reading, cleaning, and exploring the sample customer dataset
Week 3 Theory: CRM systems and customer database management
Week 4 Practice: AI-assisted Python: filtering and grouping customer records, basic CRM-style data management
Week 5 Theory: Customer segmentation: demographic and behavioral segmentation, the RFM concept
Week 6 Practice: AI-assisted Python: RFM scoring on the sample dataset
Week 7 Theory: Customer Lifetime Value (CLV) / General review
Week 8 Midterm Exam (written)
Week 9 Practice: AI-assisted Python: CLV calculation with the sample customer data
Week 10 Theory: Direct marketing strategies, email marketing, and campaign design
Week 11 Practice: AI-assisted Python: target segment identification and personalized campaign message generation
Week 12 Theory: Loyalty programs, data privacy, and ethics (GDPR and local regulations)
Week 13 Practice: AI-assisted Python: campaign performance/ROI analysis and visualization + term project work session
Week 14 Practice: Term project presentations
Week 15 Practice: Pre-final application and review

Reference Books & Course Materials

  1. 01 Course notes and slides

Learning Outcomes

  1. L01 Define direct and digital marketing SOLO 2
  2. L02 Discuss database and database marketing SOLO 4
  3. L03 Elaborate database analysis and applications SOLO 4
  4. L04 Explain external databases SOLO 2
  5. L05 Hypothesis strategic influences on marketing SOLO 4
  6. L06 Explain relationship marketing and CRM SOLO 2

Program Outcomes

  1. P01 1. Gained the necessary skills to learn and adopt a spirit of continuous learning in their professional life.
  2. P02 2. Developed various skills by working independently via specific learned techniques that both triggered individual efforts and encouraged collaborative work.
  3. P03 3. Acquired the essential knowledge and skills to apply key theories, models and applications within the global business context.
  4. P04 4. Adopted and applied critical and strategic thinking together with research capabilities for efficient and effective business decisions.
  5. P05 5. Utilized and managed ethically information technologies required for contemporary business world.
  6. P06 6. Been equipped with conceptual and analytical skills necessary for team work within global organizations.
  7. P07 7. Displayed their learnt communication skills that are required to effectively interact in a cross cultural and diverse international work environment.
  8. P08 8. Applied their acquired knowledge within the changing work environment.
  9. P09 9. Developed an understanding of ethical perspectives and social responsibilities to be used at work and in personal life.

Po-Lo Matrix

LO P01 P02 P03 P04 P05 P06 P07 P08 P09 Average
L01 - - - - - - - - - -
L02 - - - - - - - - - -
L03 - - - - - - - - - -
L04 - - - - - - - - - -
L05 - - - - - - - - - -
L06 - - - - - - - - - -