CRM: Managing Customer Experience
INTG1-GC2315
Credit:
Marketing, Advertising, and Public Relations
This course will take a strategic approach to the study of Customer Relationship Marketing, providing students with the knowledge to plan, manage, and assess a CRM program from a non-technical perspective and to understand the strategic options for managing the customer experience for maximum customer equity. CRM is used to enable a company to move from a product-based strategy to a customer-based strategy, so that instead of focusing on product differentiation as the basis of competition, it can focus on increasing the value of its best customers. Students will learn how CRM has evolved and can take the form of customer-loyalty programs, relational database management, and total quality management. They will also learn its role within the process that contemporary marketers refer to as managing customer experience, which entails consideration of how to deliver the most positive experiences of the brand and its products/services to target customers, new customers, and existing customers. To provide students with CRM theory as well as practical application to marketing challenges, the course will consist of 4 modules: Criteria for a CRM Program, Planning the CRM Program--including goal setting and selection of methodologies, Implementing the CRM Program, and Metrics for Program Success. Through reading of case studies of business challenges involving the use of CRM, as well as articles on the latest theories and methodologies for relationship management, students will learn why, when, and how to use CRM as a strategy for increasing customer equity in the form of incremental revenue from sales, increased profit, or improved Return on Investment (ROI).
To register for this course you must be an admitted student in an NYU credit or degree program or have special student status.
Admitted NYU credit or degree students may visit NYUHome to register through ALBERT.
To apply to an NYU-SCPS credit or degree program, call (212) 998-7100.
