People Innovation Excellence

Customer Relationship Management (4 Credits)

Learning Outcomes:

Describe conceptual foundation of customer relationship management (CRM); Describe analytical customer relationship management (CRM) tools; Explain strategic customer relationship management (CRM); Explain operational customer relationship management (CRM)

Topics:

  1. Strategic Customer Relationship Today
  2. Relationship Marketing and the Concept of Customer Value
  3. Strategic CRM
  4. Implementing the CRM Strategy
  5. Customer Analytics
  6. Data Mining
  7. Using Databases
  8. Software Tools and Dashboard
  9. Loyalty Programs
  10. Design and Effectiveness
  11. Campaign Management
  12. CRM issues in The Business-to-Business Context
  13. Customer Privacy Concerns and Privacy Protective Responses

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