MKTG 4517 - Customer Relationship Management

(3 credits)

Prerequisites: MKTG 3200.

Examines customer relationship management (CRM) as a business strategy that emphasizes establishing and maintaining mutually beneficial relationships with customers. This course covers the fundamentals of CRM and quantitative techniques used in analyzing customer data that can be applied in designing a CRM strategy. Topics may include CRM Theory, CRM technology, customer data management and analysis, as well as, privacy and ethical considerations related to CRM strategy.

Dual Listed With: MKTG 5517.

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