Consumer Behavior and Customer Relationship Management
MRKT 602 | 3 Credits
Course Desc: Prerequisite: MRKT 600. A study of the consumer decision-making process, including problem identification, information research, evaluation of alternatives, purchase, and post-purchase assessment. Discussion covers the ways perception, motivation, and learning shape consumer choices and the role of digital media and technology in shaping contemporary consumer behavior. Topics include the fundamental concepts and principles of customer relationship management (CRM) and ways to measure and improve customer satisfaction and loyalty through various CRM strategies and techniques. Focus is on how to build customer relationships and business processes through effective CRM strategy development and execution.
