MKT 409 - Customer Relationship Management

Institution:

Widener University-Main Campus

Subject:

Description:

Customer relationship management (CRM) is a business strategy that enables companies to understand and connect with their customers more effectively. Emerging technologies permit firms to become more customer-cetric-a new strategic imperative. Defining and implementing an effective CRM strategy is currently a key topic for marketers. The technology available to support a CRM strategy is new and rapidly changing, requiring that marketers rethink their interactions wth customers. In this course, students will learn about how a company crafts and implements a strategy to coordinate and integrate all of the various touchpoints available to a customer, including web pages, call centers, and the field sales force. Various CRM software packages will be examined and discussed. Technology will be explored from the point of view of the technology purchaser and user, so a technical background is not necessary. Projects and exercises will enable sudents to become familiar with a variety of the software packages. This course counts toward the SAP Certificate of Recognition. Prerequisite: EC 201, EC 202, and MKT 180 or MKT 300. 3 semester hours

Credits:

3.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

www.widener.edu

Phone Number:

(610) 499-4000

Regional Accreditation:

Middle States Association of Colleges and Schools

Calendar System:

Semester

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