MKTG 8025 CRM Strategy

Modern Customer Relationship Management is the connective tissue of today's customer experience ecosystem. This course examines CRM as a strategic differentiator enabling a connected brand experience across every touchpoint (B2B, B2C and B2B2C). Drawing on best practices from market leaders, students will explore data, technology (including AI), process, culture and brand elements that drive value for marketing, sales, service, operations, product and analytics teams. We'll examine how the pandemic accelerated CRM's digitization and personalization, reshaped the supply chain and fueled its commercialization, transforming it into today's customer value chain: loyalty, customer lifetime value, content creation, product design and retail site selection. Students will leave with a foundational understanding of bringing CRM strategy to life, from deployment considerations to metrics that demonstrate business value.