Learning and teaching.

Course Prescription Customers are the most valuable assets of many firms. Information technologies afford new opportunities for implementing a customer centric approach in business strategy to capture customer value and translate it into business profitability. CRM (Customer Relationship Management) systems are the cornerstone of enterprise systems to manage customer relationships and equity in business organizations. This course aims to introduce concepts in CRM and in the application, implementation and management of CRM technologies. Specifically, it is concerned with examining various information and analytics technologies that have driven innovative customer relationship management and marketing communication, introducing the theories of customer communication and relation management, evaluating the implications and effectiveness of different digital and analytics practices on customer relationship management, and devising data-driven conventional and digital marketing decisions and activities to support organizational strategies.