교과목개요
This course deals with the information technologies concepts and applications that support major components of the marketing function, such as interactive marketing, product management, sales management, and customer relationship management.
교수목표
1. Understand the fundamentals of relationship marketing strategy
2. Evaluate the phenomenon of customer loyalty- is it always desirable?
3. Understand the tools used for efficient allocation of marketing resources to maximize customer value
4. Develop an understanding of CRM implementation issues
주요 학습내용 및 수업진행방법
This course will be taught using various methods, including lectures, discussions, and case study.
학습 성과 평가방법
A midterm and a final exam will be given. Case analysis and presentation by individual students will be evaluated .
교재 및 참고문헌
Customer Relationship Management: A Databased Approach, by Kumar, V. and Reinartz, W. J., Wiley (출판사), 2006.
Handouts & Case Studis