The concentration in Customer Relationship Management (CRM) will provide the following benefits to students: learning how to plan, develop, implement, and continually improve CRM strategies for large, medium, and small organizations across multiple vertical markets; understanding the similarities and differences in CRM strategies for B2C, B2B and B2B2C; gain an appreciation of organization dynamics and how the organization must change to ensure a successful CRM strategy; introduction to technology and how it can be leveraged to enable CRM; learning marketing campaign methodologies, communication strategies, measurement methods, marketing channel optimization, value chain member strategic inclusions, and analytical methods; gain insights into customer/prospect data gathering, data integration, data transformation into knowledge, data mining, one-to-one strategy within market segments, data suppression and enhancement.
The concentration in Customer Relationship Management consists of the following three required courses: Customer Relationship Management (MKT 530), Campaign Management (will be MKT 531) and Measurement and Analytics (will be MKT 532). The following are suggested elective courses for students with room in their schedules: Business to Business Marketing (MKT 550), Services Marketing (MKT 590) and Consumer Behavior (MKT 545).
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Programs of Study 
