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.

Oasis Title


Duplicate Credit

Not open to students with credit in MARK 9210 or MARK 7810

Semester Course Offered

Offered every year.

Grading System

A-F (Traditional)


MARK 7510

Course Objectives

Students will be able to define and apply appropriate strategies and methods for defining the B2B firm̢۪s 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.

Topical Outline

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

Syllabi MARK 7811
Credit Hours 1.5 to 3.0