This unit enables the student to learn about the current developments in Customer Relationship Management (CRM), apply current CRM tools and methodologies, analyse various CRM metrics and understand the link between CRM and a company’s marketing performance.The concept of customer loyalty and the key issues relating to global CRM will be investigated in depth with reference to current industry practices. -- Course Website
Prerequisites: 5518 (v.9)<br/> Marketing Intelligence and Research 540<br/> <br/> or any previous version
