OPER 3161 Customer Relationship Management (Spring: 3 )
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: MKTG1021. With permission of the Instructor. MKTG1021 or MKTG1031, and MKTG2153 or Strong Statistical Coursework with permission of instructor.
Cross listed with:
Last Updated: 24-Jun-17