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Dec 04, 2024
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MKTG 6230 - Customer Engagement and Loyalty Management
Credits: 2
Explores the key principles, metrics, tactics, and strategies of engaging customers in order to drive customer loyalty and value. Balancing creative thinking skills with analytical competence, students identify opportunities to make existing customer relationships dramatically more profitable with the goal of engineering customer behavior change. Built on a model of customer engagement (CE), students learn to evaluate the effectiveness of CE programs across industries and promote business practices that build relationships, create the right incentives to drive desired behavior change, and employ the best tactics and strategies to drive incremental profit from your customer base. Includes case analysis, lectures, corporate speakers, and hands-on interactive exercises. Prerequisite: MKTG 6201 or enrollment in the M.S.B.A. program.
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