Examination of customer relationship strategy in B2B (Business-to-Business) markets, including the market strategy implications, customer opportunity analyses, customer relationship strategy models (transactional vs. collaborative), strategic account management, multi-channel selling models, operational CRM (Custom Relationship Management), partner relationship strategy, and CRM-Supply Chain linkages. Current topics in B2B e-commerce, such as the use of public, sell-side and buy-side e-marketplaces in B2B exchanges.
B2B CR & MKT STRAT
|Semester Course Offered||
Offered every year.
Students will be able to define and apply appropriate strategies and methods for defining the B2B firm’s customer relationship typology and strategy. Students will also be able to: 1) articulate and employ customer segmentation criteria to select customers worthy of strategic account relationships; 2) analyze and define customer preferences for single and multi-channel sales systems; 3) articulate the essential qualities and tradeoffs defining an integrated multi-channel strategy; 4) analyze business cases and requirements underlying the specification of an integrated sales force strategy; and, 5) able to develop and apply an integrated B2B customer relationship and loyalty assessment instrument to a real-world business.
Customer relationship strategy in B2B markets Strategic and collaborative B2B account management Managing complex multi-channel sales systems B2B e-Commerce approaches in the channel and sales systems Integrating CRM and Supply Chain (SCM) systems Building an integrated sales plan and performance scorecard Building and conducting a CRM and Sales Assessment System
|Credit Hours||1.5 to 3.0|
Schedule of Classes
No scheduled meetings.