Description
Getting close to the customer and building sustainable customer relationships through integrating sales and marketing is mandatory for success in today's highly competitive markets. The level of customer loyalty a firm builds directly influences sales growth and corporate profitability, and the strategies it uses to acquire new customers. This course examines the strategies that have proven effective in building customer loyalty, while at the same time, lowering sales costs. An essential element is to investigate the dual strategies of account penetration and cultivation. Another aspect focuses on using a marketing database for new customer acquisition. Other topics covered include relationship-based marketing techniques, integrated marketing and sales communication, marketing database management and the economics of marketing.
Prerequisites
Materials
Required:- Business-to-Business Marketing: Creating a Community of Customers Victor L. Hunter, NTC Business Books, 1997
Course Learning Outcomes
Upon successful completion of this course, the student will:
- Learn the various integrated sales and marketing ways firms build effective and loyal customer relationships.
Course Topics
- Review of marketing's basic concepts.
Introduction to customer relationship management
New marketing paradigms
- Market segmentation
Transformations in sales and marketing organizations
- External service values
Service-profit chain model
Integrated marketing process model
- Customer satisfaction/retention/loyalty issues
Importance of customer retention and lifelong value
- Communication with your customer
Database marketing
Database marketing service-profit chain simulation
- Uses of database marketing
Creation of the customer community center
Customer cultivation
- Retention strategies
Hunter contact model
- Acquisition strategies
Developing a contact plan
- Lead management
E-business marketing strategies
- Marketig leadership
Beyond customer relationship marketing
Prerequisites by topic
- Understanding of business management and the value of customers
Laboratory topics
Course topics by day
ACCE content
| General Education |
Math & Science |
Business & Mgmt. |
Construction | Construction Science |
|---|
| 0 | 0 | 0 | 0 | 0 |
ABET/EAC content
| Engineering topics |
Design |
General education |
Math/Science | Other |
|---|
| 0 | No |
0 | 0 | 0 |
ABET/TAC content
| Communications |
Math & Science |
HU/SS |
Tech Content | Other |
|---|
| 0 | 0 | 0 | 0 | 0 |
Coordinator
Stanley Kosmatka, Adjunct Professor
Last review
Bruce Thompson, Professor, Program Director, MSEM
on Nov 10, 2003
Last update
Bruce Thompson, Professor, Program Director, MSEM
on Apr 30, 2004
