Companies have been looking for qualified employees and managers working on customer data, data mining, database marketing, segmentation and personalization to create customer satisfaction and loyalty, and then build long-term relationships with customers.

This course provides a comprehensive understanding of how companies attract, retain, and develop profitable customer relationships in an increasingly competitive marketplace. Emphasizing both strategic and practical perspectives, the course explores the full spectrum of customer relationship management (CRM), consumer experience, services marketing, service quality, retail service management, customer services, and customer-focused communication. 

Students explore how organizations build long-term and profitable customer relationships and manage these relations in global and multicultural contexts. Through case studies from various international markets, class assignments, and projects, students will learn how to analyze consumer behavior, design customer-centric strategies, and communicate effectively in diverse cultural environments.