Short Title:Databases for Marketing
Full Title:Databases for Marketing
Module Code:DMKT H2021
ECTS credits: 5
NFQ Level:6
Module Delivered in 2 programme(s)
Module Contributor:Brian Watters
Module Description:The objective of this module is to equip the marketing student with the knowledge and skills necessary to allow them to efficiently use, and extract the necessary data/information from, standard industry databases for marketing purposes.
Learning Outcomes:
On successful completion of this module the learner will be able to
  1. Summarise and critically appraise the advantages of database technologies in a marketing environment.
  2. Use structured query language to interrogate, evaluate and extract data/information from a marketing database.
  3. Apply the principle of data warehousing and data marts in a marketing context
  4. Assess the importance of open and enterprise data sources and in the marketing context

Module Content & Assessment

Indicative Content
General Introduction to Database Systems (10%)
Basic concepts, Database approach, History of database systems, database models, evolution of database systems, the range of database applications, the traditional database approach, the relationship model.
The Marketing Database (10%)
What is a marketing database, types of data held, database management issues, data regulation issues, data protection acts.
Contemporary Database Issues (20%)
Using databases for traditional mail merge application, using databases for email marketing, accessing information from eCommerce on-line databases (MySQL databases), harvesting information from existing transactional data-stores, Data Warehousing and Data Marts, Customer Relationship Management system databases, accessing public domain databases for the purposes of digital marketing – i.e. local authorities, government, etc. , Targeting by postcode, Conducting Online surveys, techniques and issues with harvesting information from Value Club/Loyalty Card databases.
Structured Query Language (60%)
History of SQL, Select statement, eliminating duplication, sorting, data types, expressions,data filtering, conditional clauses, multiple tables (intersection, difference and union), inner and outer joins, summarizing and grouping data, aggregate functions, group by clauses, filtering data statements,
Indicative Assessment Breakdown%
Course Work Assessment %100.00%
Course Work Assessment %
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Lab work Students ongoing lab work in using relational databases and SQL is graded each week. 1,2 10.00 Every Week
Written Report A written report based on the implementation and use of databases in the marketing environment. 1,3,4 30.00 Sem 1 End
Portfolio Demonstration of the students use of SQL to interrogate and extract data from relational data sources. Students will build up their skills over the semester and submit material on a bi weekly basis. 2 60.00 Every Second Week
No Final Exam Assessment %
Indicative Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

ITB reserves the right to alter the nature and timings of assessment


Indicative Module Workload & Resources

Indicative Workload: Full Time
Frequency Indicative Average Weekly Learner Workload
Every Week 2.00
Every Week 2.00
Every Week 4.00
Recommended Book Resources
  • John L. Viescas, Michael J. Hernandez 2014, SQL Queries for Mere Mortals, 3rd Ed., Addisson Wesley New Jersey [ISBN: 9780321992]
Supplementary Book Resources
  • Jeffrey A. Hoffer, V. Ramesh, Heikki Topi 2016, Modern Database ManageMent, 12 Ed., Pearson Boston
  • Kristof Coussement, Koen W. De Bock, Scott A. Neslin 2013, Advanced database marketing : innovative methodologies and applications for managing customer relationships, 1st Ed Ed., Gower Publishing New York [ISBN: 9781409444]
  • Alan Tapp, Ian Whitten, Matthew Housden 2014, Principles of Direct, Database and Digital Marketing, 5th Ed Ed., Pearson Harlow [ISBN: 9780273756]
  • Connelly & Begg 2015, Database Systems: A Practical Approach to Design, Implementation, and Management, 6th Ed., Pearson [ISBN: 9780132943260]
This module does not have any article/paper resources
This module does not have any other resources

Module Delivered in

Programme Code Programme Semester Delivery
BN_BDMKT_8 Bachelor of Arts (Honours) in Digital Marketing 4 Mandatory
BN_BDMKT_7 Bachelor of Arts in Digital Marketing 4 Mandatory