BMKT4145 Customer Relationship Management (3 units)
- MKTG2005 Marketing Management
This course introduces students to the theories and practices of both local and international customer relationship management. Students learn how to translate the CRM business strategy into marketing and how to build analytical CRM and enable organizational 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.
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