Customer Relationship Marketing

Catalog description

This course builds on the principle that the customer is at the center of the firm's activity, and that by delivering superior value and building long-term relationships, the firm will be competitive and generate sales and profits. The students will learn that every successful firm develops customer relationship strategies, tools, and processes to provide outstanding value to customers. The course approaches building customer value and relationships from (1) marketing concepts such as satisfaction, loyalty, and retention and the strategies used to build these; (2) implementing customer relationship management from an organizational perspective across all functional areas with special emphasis on sales and marketing; and (3) introducing students to the importance of data management as a foundation of customer relationship management and marketing insight and how to measure the progress in a customer relationship program. Prerequisite: Completion of all lower-level coursework.