MKT 409 - Customer Relationship Management

3 Credit(s)

Customer relationship management (CRM) is a business strategy that enables companies to understand and connect with their customers more effectively. Emerging technologies permit firms to become more customer-centric—a new strategic imperative. Defining and implementing an effective CRM strategy is currently a key topic for marketers. The technology available to support a CRM strategy is new and rapidly changing, requiring that marketers rethink their interactions with customers. In this course, students learn about how a company crafts and implements a strategy to coordinate and integrate all of the various touchpoints available to a customer, including web pages, call centers, and the field sales force. Various CRM software packages are examined and discussed. Technology is explored from the point of view of the technology purchaser and user, so a technical background is not necessary. Projects and exercises enable sudents to become familiar with a variety of the software packages. This course counts toward the SAP Certificate of Recognition.
Prerequisite(s): MKT 300.