Customer Relationship Management

For all types of businesses, CRM (Customer Relationship Management) is a critical strategy for increasing the value of a customer across all of a company's brands. Composed of people, technology, and processes, effective CRM optimizes the selection or identification, acquisition, growth and retention of desired customers to maximize profit. CRM is closely related to the fields of Integrated Marketing and Business Analytics. While we will not deeply focus on those subject areas, the course will consider issues and techniques derived from those topics to provide a greater understanding into the strategic application of CRM