MK 4711 - Customer Relationship Management

3 Credit Hours

Prerequisites: MK 3010.
Corequisites: None.
Pre/Corequisites: None.
Requirements: Must meet RCB upper division course requirements and 45 semester hours, CSP 1, 2, 4, 6, 7.

Description
This course adopts a strategic view of customer relationship management. Successful strategic CRM requires the integration of internal processes and functions, and external networks in order to create and deliver value to targeted customers. Customer relationship management recognizes the value of long-term customer relationships and emphasizes approaches that foster such relationships. Within the framework of strategic CRM, the course will explore specific elements of successful CRM. Topics will include an overview and definition of CRM; developing a customer-centric culture within the company; successful customer acquisition, development and retention; and estimating customer lifetime value. The course will adopt a pragmatic approach with an emphasis on practical application.