강좌 소개

주별 교육내용

기타 참고사항

Marketing concept
Link between CRM and database marketing
Conceptualization of CRM

Evolution and growth of CRM
Strategic vs. functional CRM
Components of the CRM projects

CRM implementation options
The components of strategic CRM
Steps in developing a CRM strategy

Elements of a CRM system
CRM applications
States of ROI estimation
Case study

Types of databases
The benefits of marketing databases
The uses of marketing databases

Satisfaction-loyalty-profit chain
Loyalty programs
Key objectives of loyalty programs

Drivers of loyalty program effectiveness
Achieving competitive advantage
The 7-point check list for successful loyalty program design and implementation

Midterm Exam

Applications of data mining
Involvement of the three main groups participating in a data-mining project
Overview of the data mining process

Overview of data warehouse
Data organization in DW
Application areas of DW

Campaign management process
Campaign planning and development
Campaign execution
Analysis & control
Campaign feedback

Customer value- a decision metric
Customer Llfetime and firm profitability

Role of traditional channels in customer relationships
Emerging channel trends that impact CRM
Recent opportunities and challenges for CRM with respect to distribution channels
Implications for CRM

Case study

Review

Final exam