Managing Customer Relationships

Course Code:
MKTG70023

Learn to form, manage and extend business relationships with customers in both consumer and business markets. Applying concepts such as lifetime value, and RFM (recency, frequency, monetary value), classify and prioritize customers, then create appropriate communications and incentive strategies. Create and use databases to help describe and predict customer behaviour, and learn how to create, query and produce reports from database software. Learning experiences include a database simulation, demonstration and application of database software, in-class activities and interactive lectures.
Prerequisite(s): MKTG70019 Marketing Principles 2

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