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
(indentify, 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: 28-JAN-09