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A solid grounding in computerized approaches for obtaining insights on existing and potential customers. For existing customers, the link between marketing activities and customer lifetime value is assessed through the computer-based analysis of internal (within-organization) data on customer transactions and company records. To understand potential customers, external (outside-organisation) data (e.g., online data, census data) are collected through automated computer scripts and utilised to identify business opportunities. The course also covers computer-based techniques for segmenting customers.
Note: You may enrol in a postgraduate course (that is a 700-, 800- or 900-level course) if you meet the prerequisites for that course and have been admitted to a qualification which lists the course in its schedule.
|2018||Semester Two full semester||Block||Auckland Campus|
|2018||Semester Two full semester||Block||Wellington Campus|
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