MKTG 255 - Relationship Marketing

5 CR

Previously MKTG 225.
Provides an introduction to the field of relationship marketing. Topics include the evolution from one time sales to ongoing brand relationships, lifetime customer value, loyalty programs, customer service software, sales technologies, marketing automation, and customer relationship management (CRM) tools. The class offers students practical, hands-on instruction along with case studies. Only MKTG 225 or 255 can be taken for credit, not both.

Prerequisite(s): MKTG 102 or MKTG 241 or MKTG 242

Course Outcomes

Articulate the concept of big data, how it impacts marketing efforts, and its relationship to larger business concerns
Discuss how the ongoing revolution of consumers driving conversations with businesses affects data collection and segmentation
Evaluate the effectiveness of loyalty programs and decision tree strategies at winning and keeping customers
Balance ethical guidelines for data capture and usage with the need for operational efficiencies
Predict future states of social media interaction and measurability to guide long-term marketing strategy

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