Course ID: | MARK 7810. 1.5-3 hours. |
Course Title: | Customer Relationship Strategy and Practices |
Course Description: | Examination of the core concepts involved in customer
relationship strategy and management in B2C
(Business-to-Customer) markets, including such topics as CRM
(Customer Relationship Management) strategy, customer
relationship and loyalty programs, profitability and
personalization strategies, customer lifetime value, and the
economic payoff of CRM. |
Oasis Title: | CR STRAT & PRACT |
Duplicate Credit: | Not open to students with credit in MARK 9210 |
Prerequisite: | MARK 7510 |
Semester Course Offered: | Offered every year. |
Grading System: | A-F (Traditional) |
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Course Objectives: | Students will be able to articulate the distinctions in Customer
Relationship Management at a strategic, analytical, and
operational level. Students will be able to: 1) elaborate and
quantify the relationship between customer loyalty and
profitability; 2) investigate the relevance and role of the
customer experience and event-based marketing in an effective
CRM strategy and practice, in both simple and complex channel
contexts; 3) communicate and elaborate the process for examining
the causal links among brand equity, customer equity, and
economic payback in ROI terms; and 4) apply a CRM instrument
designed to assess the competitive standing of an actual firm’s
CRM model in the real world. |
Topical Outline: | CRM as a strategic business process
CRM principles (including 1:1 marketing, personalization and
customer loyalty approaches)
CRM in high touch and high technology contexts
Customer loyalty and profitability
Customer life cycle management and profitability
Event-based marketing strategies and methods
Assessing payback on CRM |