MKT110 Principles of Customer Relationship Marketing

This course focuses on the knowledge and skills required to understand consumers, respond to customer needs, and enhance customer relationships in service-producing industries. Topics include but are not limited to consumer behavior and expectations, building customer relationships, and both employees' and customers' roles in the service delivery. Business to business relationships will also be discussed. In addition, the course will examine how service quality affects profits, as well as acquiring and maintaining customers.