e-CRM (4 Credits)
Learning Outcomes:
Describe conceptual foundation of customer relationship management (CRM); Explain strategic customer relationship management (CRM); Apply the internet and information technology in e-marketing plan and e-CRM; Relate e-marketing plan with customer relationship management
Topics:
- Strategic Customer Relationship Management Today
- Relationship Marketing and the Concept of Customer Value
- Strategic CRM
- Implementing the CRM Strategy
- Customer Analytics
- Data Mining
- Using Databases
- Software Tools and Dashboards
- Loyalty Programs: Design and Effectiveness
- Campaign Management & Impact on Marketing Channels
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