CRM - A Management Approach
This course provides a theoretical basis for future marketing management decision making as it relates to CRM initiatives within firms. Students will explore a variety of topics in order to create a breadth of understanding of the overall organizational implications of CRM activities, including the business drivers propelling the movement toward CRM, enabling technologies, analytical and operational CRM, Social CRM, as well as a number of CRM execution models. At the end of this course, students will be able to evaluate firms'readiness for adoption of CRM as well as create marketing programs designed to move firms closer to a customer centric view (i.e. CRM).