MKTG 663 - Business Intelligence/Analytical Customer Relationship Management (CRM)

3 Hour(s) Credit
Explores Customer Relationship Management (CRM) as an emergent marketing and firm-to-customer business strategy based on a deep understanding of customer value. Data-mining techniques are demonstrated using SAP Business Warehouse to identify and optimize the relationship between business and customers in both domestic and international markets. Topics include the managerial and ethical challenges involved in implementing enterprise-wide CRM technology.
Six hours per week for half a semester.
Prerequisites Admission to M.B.A. program.