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MKTG 8011 Customer Relationship Management (Fall: 3 )

Course Description

A fundamental shift has occurred in marketing from managing and marketing products to understanding and managing customers. This necessitates an understanding of the customer management process and the ability to develop and grow profitable customer relationships. In this course, students will learn the critical tools needed for successful customer management. It teaches strategic and analytic skills relating to customer selection and acquisition, customer management, customer retention, and customer lifetime value. As firms seek to make their marketing investments financially accountable, it also provides students with an understanding of the link between marketing and finance.

Instructor(s): Kay Lemon

Prerequisites: MKTG7700. With permission of the Instructor. MKTG7700 or MKTG7720 and MKTG8001 or Strong Statistical Coursework with permission of instructor.

Corequisites: None

Cross listed with: OPER8011 ISYS8011


Last Updated: 24-Jun-17