Customer Relationship Management
Prerequisites: MARK 460; MARK 468 is recommended.
This course develops an understanding of CRM as a business philosophy that involves acquiring new customers as well as maintaining long-term and profitable relationships with existing customers. Key concepts such as customer experience, customer satisfaction, loyalty, customer lifetime value, among others, will be explored.
Outcomes: Students conduct an analysis and critique of a firm's CRM strategy and provide recommendations for improving the customer-firm/customer-brand relationship.
This course develops an understanding of CRM as a business philosophy that involves acquiring new customers as well as maintaining long-term and profitable relationships with existing customers. Key concepts such as customer experience, customer satisfaction, loyalty, customer lifetime value, among others, will be explored.
Outcomes: Students conduct an analysis and critique of a firm's CRM strategy and provide recommendations for improving the customer-firm/customer-brand relationship.