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 firmâ€™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|