MK 161 Customer Relationship Management (Spring: 3)

Prerequisite: MK 021, MK 253 or Strong Statistical Coursework
Cross Listed with MI161
A fundamental shift has occurred in marketing from managing and marketing products to understanding and managing customers. This necessitates an understanding of the customer management process and the ability to develop and grow profitable customer relationships. In this course, students will learn the critical tools needed for successful customer management. It teaches strategic and analytic skills relating to customer selection and acquisition, customer management, customer retention, and customer lifetime value. As firms seek to make their marketing investments financially accountable, it also provides students with an understanding of the link between marketing and finance.
Kay Lemon

Last Updated: 24-JUL-12