Mar 28, 2024  
2020-2021 Graduate Catalog 
    
2020-2021 Graduate Catalog [ARCHIVED CATALOG]

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MKTG 6238 - Advanced Customer Engagement Practicum


Credits: 2

In this capstone course, Customer Engagement (CE) students work directly with a company to either evaluate and redesign an existing CE program or to design and implement a new CE program. Students consider CE opportunities from both the company’s and the customer’s perspective, articulate goals for desired customer behavior change, identify customer segments offering the greatest profit potential, evaluate the competitive landscape, develop a strawman CE program design, conduct qualitative and quantitative research to measure customer receptivity, quantify the financial impact, and build a business case (including a communications plan featuring digital/social/traditional media) for implementing the proposed CE program. This course is a requirement to earn the specialization in Customer Engagement for those concentrating in Marketing. Prerequisite: MKTG 6230 . MKTG 6224  and/or MKTG 6236  are recommended.



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