Marketing and Public Relations
CRM: Managing Customer Experience
This course takes a strategic approach to the study of Customer Relationship Marketing, providing students with the knowledge to plan, manage, and assess a CRM program from a non-technical perspective. Students learn how CRM has evolved and can take the form of customer-loyalty programs, relational database management, and total customer service experience. The course covers criteria for a CRM program, goal setting and selection of methodologies, implementation of the CRM program, and metrics for program success. Through CRM simulation exercises and case studies, students learn why, when, and how to use CRM as a strategy for increasing customer equity in the form of incremental revenue from sales, increased profit, improved Return on Investment (ROI), or extending customer lifetime value.