Customer Relationship Marketing

Catalog description

Customer relationship marketing (CRM) is the overall business process in which companies use marketing strategies and activities to build and maintain client relationships, reinforce customer loyalty and increase brand value. The objective of the course is to examine the strategic, analytical and technological aspects of CRM to provide students with a fundamental knowledge of CRM and an understanding of the implementation of CRM systems and analysis of customer data. Topics covered in the course include relationship marketing; customer lifetime value; customer equity; customer databases; customer retention; customer loyalty; operational, analytical and collaborative CRM; reasons for CRM implementation failure; and the role of CRM in marketing management.