MRKT 4527 Customer Relationship Management Analytics

4 semester hours

Customer relationship management (CRM) is an emerging business strategy paradigm that focuses on the systematic development of ongoing, collaborative customer relationships as a key source of sustainable competitive advantage. CRM represents a fundamental change in approach from traditional marketing; the goals shift from market share to share of customer. Operating under the assumption that competitive advantage is often gained through building customer equity, this course introduces the theory and practical implementation of customer relationship management strategies using marketing databases. Topics include: fundamentals of CRM strategy, customer profiling, measuring customer life-time value, customer profitability analysis, customer loyalty programs, and CRM technology overview.

This is an MA Pathway Required course and a COIN Pathway Elective course.

Prerequisites: BCOR 3510 and MRKT 3512 .