YMAA3170 Managing Customer Relationships with Digital Marketing (5 cr)
This course introduces the students with the basic and applied principles and concepts of customer relationship management (CRM) in digital environment. The course introduces the students a four phase framework of CRM: 1) Customer acquisition, 2) Growing the value of the customer base , 3) Interacting with customers using digital channels, and 4) Managing digital marketing and sales strategy.
-Customer Relationship Management (CRM) strategy in Digital Environment
-Digital customer experience
-Customer acquisition and identification
-Interaction in customer relationship communication
-Management of different digital relationships
-Organizational issues in CRM
Lectures 24 hours, classroom discussions, a written assignment to be completed after the course
Active participation in the lectures and writing an analysis of the articles and cases.
-Classify different phases of customer relationship management (CRM) strategy
-Plan, implement and analyze CRM strategies especially in digital environments
-Explain the basic functions of various software used in managing relationships
- Explain the characteristics of various digital marketing tactics
Article package distributed to the students one week before the lectures