University of Arizona 3 credits Marketing
Advances in technology and internet have generated considerable interest to build huge customer databases that can be used to develop and implement customer relationship management (CRM) programs. CRM came into vogue in the nineties. Since then it has become a \"hot topic\" and is rapidly evolving. Firms have invested considerable financial resources in setting up CRM programs. Implementing a CRM marketing program entails creating a customer database, extracting meaningful information from the database using analytical techniques (commonly referred to as data mining), developing strategies and implementing them. This course starts with a brief description of a CRM template and spends most of the time teaching Data Analytics using SPSS.
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