MKT3003

Course Descriptions

This course introduces students to the theories and practices of customer relationships management. Students are learned how to translate the Customer Relationship Management (CRM) business strategy into marketing and how to build analytical CRM and enable organisational processes. Emphasis is placed on customer profiling, buyer motivation, customer communications, customer service centre operations, customer databases, different CRM strategies, and the role of measuring and managing customer satisfaction and loyalty.

Prerequisite

MKT2003 Principles of Marketing Management

Workload

Workload not available

Modules

Modules not available