MGT215 Customer Relationship Management
This course examines the principles, strategies, and technologies associated with Customer Relationship Management (CRM) in contemporary business environments. Students explore how organizations use CRM systems, data analytics, Web 2.0 technologies, and social media platforms to develop, strengthen, and maintain long-term customer relationships. Emphasis is placed on customer-centric business models and the strategic integration of digital technologies to enhance customer engagement, satisfaction, and organizational performance.
Topics include CRM strategy and implementation, customer lifecycle management, social CRM, digital communication tools, customer data management, relationship marketing, and emerging trends in customer engagement technologies. Students will evaluate successful CRM practices across industries, analyze innovative business models used by leading organizations, and examine the role of technology in creating personalized customer experiences. The course also introduces ethical and managerial considerations related to customer data, communication, and relationship development in a digital economy.