In this chapter we’ll pretend that we work for a university, college, or other type of educational institution. Traditionally, there has been less focus on revenue and profit in this arena, but with the ever-escalating costs and competition associated with higher education, universities and colleges are very interested in attracting and retaining high-quality students. In fact, there’s a strong interest in understanding and maintaining a relationship well beyond graduation. There’s also a dominant need to understand what our student customers are buying in terms of courses each term. Finally, we’ll take a look at maximizing the use of the university’s capitalintensive facilities.