MIS 480: Enterprise Customer Management - fall

Prerequisite: MIS 315; corequisite: MKT 311

Theories and technological applications in customer relationship management. It highlights strategic and tactical aspects of customer management and emphasizes customer value in marketing decisions. Students develop an understanding of effective CRM strategies, implementation, customer analytics, and data mining through discussions, cases, projects, and exams. The course also introduces AI-supported CRM activities, including customer segmentation, personalization, lead scoring, and service automation. Students gain hands-on experience in sales, marketing, and service management using current CRM applications.