Consumer Behavior and Customer Relationship Management

Catalog description

Customer Relationship Management (CRM) has changed the conversation in consumer-focused marketing, and companies are successful when they use CRM to optimize the identification, acquisition, growth, and retention of desired customers. This course provides students with a practical understanding of the issues that affect B2C and B2B relationships, including the psychological, social and cultural driver's influencer of consumer behavior. Students master best practices for successful CRM including a company's response to consumer preferences, funnel management, messaging and sales activities, CRM systems and effective data management and application across the organization.