International School of Management - ISM

COURSE MISSION :  The purpose of this course is to address the new and dynamic multi-channel customer relationship management ( CRM ) challenge of the twenty-first century. A single channel strategy is no longer a viable alternative for reaching the diversity that comprises the global marketplace. Successful CRM strategies require the integration and alignment of several different marketing channel structures into the mainstream of the channel manager’s thinking.

COURSE LEARNING OBJECTIVES: The core knowledge building objectives of this course is to gain a better understanding of and an appreciation for the theory [concept] and practice [application] of CRM . The achievement of this core goal will be realized by gaining the knowledge needed to successfully pursue the art and science of:

1. Exploring the philosophical bases which form the foundation upon which multi- channel CRM systems operate.
2. Assessing the structural levels and frameworks which configure the hierarchy within which multi-channel CRM activities are conducted.
3. Investigating the contextual frameworks within which multi-channel CRM are implemented.
4, Review the strategies needed to design and select the most effective and efficient multi-channel CRM structures.
5. Evaluate the cultural and operational relationships within multi-channel CRM structures and examine their impact on channel conflict and cooperation.