Customer Relationship Management and Loyalty Marketing

Three credits · Undergraduate

Customer relationships are the fundamental element of today’s competitive strategy that is central to marketing activities. This course adopts both a consumer and manager perspective on the strategic implications of customer relationships. This course utilizes a mix of lectures, readings, cases, and projects to explore relationship marketing theory and practices. This course will provide students with the opportunity to discern and understand the role of customer relationships as a core component of marketing strategy and consumer experiences. Prerequisites: BSAD 331, 335. Three credits. Not offered 2026-2027.