EBTM 740 - CUSTOMER RELATIONSHIP MANAGEMENT

Discusses the theories and applications in customer relationship management, which include analyzing customers to identify their needs and wants, satisfying customer needs and wants by developing customer-centric products and services, building sustainable customer relationships, and ultimately achieving customer retention and loyalty. The course highlights the importance of strategic aspects of customer management as a key determinant of future firm profitability and stresses the role of Customer Value as the guiding concept for marketing decisions. The course provides students with knowledge and skills that are essential for customer analyses and marketing strategies. Students will obtain hands-on experience with transactional and analytical CRM commonly used in business.

Prerequisite: graduate degree seeking status; not open to students who successfully completed EBTM 340.