Course Detail
Units:
3.0
Course Components:
Lecture
Enrollment Information
Enrollment Requirement:
Prerequisites: 'C-' or better in (MKTG 3000 OR MKTG 3010 OR MKTG 3011 OR MKTG 3040 OR BCOR 3040) AND (Intermediate or Full Major or Minor status is the David Eccles School of Business)
Description
Three factors continue to revolutionize marketing: The digitally empowered consumer, massive customer data from digital and store channels, and analytic methods to turn this data into insights and predictions. This course covers the methods used in customer relationship management (CRM) and database marketing. Topics include customer lifetime value, potential-value, RFM, and digital engagement segmentation, digital CRM channels including social and email, omni-channel CRM, loyalty and subscription programs, promotion and investment strategies for CRM, and the impact of CRM on ROI.