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MAR 644 Customer Relationship Management

Course Description: Focuses on customer relationship management (CRM) and the customer-driven, market-based management practices that enable a business to attract, satisfy, and retain customers profitably. Explores the proper use of CRM to more accurately evaluate the market place, evaluate competitors and their positioning, and determine the lifetime value of the customer. Focuses on techniques to track market conditions, market performance, and competition and develop superior customer solutions via benchmarking, customer analysis and value creation. Incorporates literature from academic and professional sources including current journal articles, white papers, case studies and software that focus on CRM issues. Classroom focus is primarily on case analysis and discussion.

Credits

3 credits

Prerequisite

MBA 622 Minimum Grade of C