MK 161 Customer Relationship Management (Spring: 3)

Prerequisite: MK 021
Cross Listed with MI 161
Students will learn the fundamental CRM principles, discuss them in case discussions, and apply them in a project with an organization of their choice. Topics will include the definition of CRM (getting, keeping, and growing profitable customers), how to build relationships, the IDIC model (identify, differentiate, interact, and customize), permission marketing, closed loop systems, mass customization, lifetime value, quantification of opportunity, program measurement, and review of a CRM system.
Kay Lemon

Last Updated: 31-OCT-11