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Customer Loyalty

(Elective Course)

Customer Loyalty familiarizes students with the principles of customer relationship strategy and the ways organizations develop loyal customers through marketing communications and other practices. The main focus is on examining and evaluating ways to cultivate on-going learning relationships and maintain long-term connections.

Customer relationship strategies capture what is important to customers and translate product attributes into customer benefits. They address unmet psychological needs, solve problems, increase the propensity for customers to provide positive referrals and increase marketing communications efficiency.

The course achieves utilizes a variety of instructional tools and a hands-on project with a sponsoring organization.

Prerequisite: IMC II: Strategic Process