This course aims to equip students with key knowledge and skills in direct marketing and customer relationship management. It will cover the core elements of customer relationship management and topics such as customer decision making, customer loyalty, strategic formation and key developmental processes of customer relationship management will be included. Advances and critical processes in direct marketing will also be emphasized. Students will be able to diagnose and establish customer relationship management strategies and direct marketing strategies that support integrated resort objectives. Case studies and best practices will be emphasized, with an enhanced ability in communication, research and analytical skills upon course completion.
- Teacher: biqiangliu, Liu Biqiang