MAR 3860 Customer Relationship Marketing

This course builds on the principle the customer is at the center of the firm's activity, and that by delivering superior value and building long-term relationships the firms 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, retention, and the strategies used to build these, (2) implementing customer relationship management from organizational perspective across all functional areas and 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. (3 hrs. Lect.)

Credits

3

Prerequisite

Completion of all lower-level coursework

Distribution

BUS