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MIS600 / MAR600Page 1MIS600 / MAR600Customer Relationship Management with SAPWhitman School of Management Syracuse UniversityFall 2005 (T & TH 2:003:20)Professor: Office Hours: email: Telephone: URL:Michel Benaroch T & TH 3:304:30 (or by appointment) room 535mbenaroc@syr.edu(315) 4433492/1383 http://sominfo.syr.edu/facstaff/mbenaroc/c ourses/mis600/sylf05.htm (not yet active)Background This special topics MBA elective integrates a highly important and timely marketing topic with theuse of advanced technologies from SAP.What is CRM?Customer Relationship Management (CRM) is a collective term for business (marketing) strategies functional processes and software technologiesrelating to individualized relationships between an enterprise and customersprospects and business partners deployed with the goal of winning new customers extending existing customerrelationships across the entire customer lifecycle (marketing sales andservice) and with the goal of improving competitiveness and business success byoptimizing the longterm profitability of individualized customer relationships. This definition reflects a dramatic shift in the way market leaders relate to customers and think about the value of customers to the firm. Early CRM practices focused on the automation of somemarketing sales and service activities for the purpose of increasing efficiency and cutting costs. The latest CRM practices are also concerned with applying analytical models and decision capabilities tothe management of these activities for the purpose of formulating and executing customercentric business models aimed at extracting maximum customer value. Page 2Course Objectives By the end of this course you will:Understand and see closely why market leaders consider CRM to be first and for most a business philosophythat enables their transformation from productcentric into customercentric organizations.Be able to describe processes and functional capabilities supported by the main co ...

Source: whitman.syr.edu

 

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