Browse Hierarchy MARK7002: Electronic Customer Relationship Management

Customers, especially loyal customers, are the life blood of any successful organisation. Without them both for-profit and not-for-profit organisations would fail. This module critically examines how web-based technologies and approaches are used by a variety of organisations to encourage and support life-time value customers. The module will take a customer-centric approach that focuses upon building detailed customer profiles using a combination of attitudinal and buyer behaviour. Throughout the module real case studies will be used to highlight both the positive and negative aspects of Electronic Customer Relationship Management activities.