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Database Marketing and Data Driven Customer Relationship Management (CRM)

X481.9 (2 semester units in Business Administration)

An elective in the Professional Sequence in Database Management

Learn the most up-to-date technology and business intelligence role in database marketing and customer relationship management (CRM). You gain an understanding of the central role that data mining plays in maximizing the profit of customers through acquisition, cross-selling, up-selling, customization, retention, and winback. You also learn how data mining fits into direct marketing and CRM in practice, covering both the important theoretical aspects of data mining and CRM, as well as illustrating the best practices.

There are currently no sections open for enrollment.

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Sections closed for enrollment

Wed. Sept. 30, San Francisco

JIANMIN LIU, Ph.D., is senior vice president of business banking risk management at Wells Fargo Bank in modeling and data infrastructure areas. Previously, he was SVP in statistical modeling and data mining for the Consumer Credit Group of Wells Fargo Bank. He is also an adjunct professor at Golden Gate University in San Francisco, teaching finance, econometrics, and data mining. Liu earned his Ph.D. and master's degree from UC Berkeley. E-mail: jianmin.liu1@gmail.com.

Revised class schedule in red.

• 10 meetings
• Sept. 30 to Dec. 9: Wed., 6-9 pm (no meeting Nov. 11); also
  Nov. 30: Mon., 6-9 pm
  
• San Francisco: Room 810, UC Berkeley Extension Downtown Center, 425 Market St., 8th Floor (enter on Fremont St.)
• $595 (EDP 311639)

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