2017-2018 Graduate Catalog

MARK 70200 Customer Relationship Marketing

1.5 credit hours. Prerequisite: MARK 60010 or 60011, or permission of department chair. This course focuses on the measurement and management of customer selection, customer acquisition, and customer value. Key concepts explored in the course include: (1) identifying and selecting customers, (2) understanding management of customer acquisition, (3) estimating the value of a customer, (4) linking customer value to shareholder value, and (5) understanding which marketing actions are most appropriate for growing the value of a customer segment.