Description:
Customer satisfaction, customer loyalty, and related topics from the fields of consumer behavior and customer service.
Description:
Customer-driven marketing strategies. Market orientation, voice of customer, organizational buying processes, sales management, customer satisfaction measurement, marketing in information technology environments, and flexible marketing channel redesign strategies. Case studies involving the use of multimedia, www, www2, and virtual communities. Development of web-based strategies for business-to-business marketers and integration of customer logistical support.
Semester:
Fall of every year
Credits:
Total Credits: 3 Lecture/Recitation/Discussion Hours: 3
Restrictions:
Open only to M.B.A. students or approval of department.
Description:
Theories and models of consumer and business buyer behavior. Research tools that organizations use to listen to the voice of the customer. Use of information in formulating marketing strategies. Market orientation, segmentation, customer value based pricing, personal selling and sales management, branding, customer satisfaction measurement, and developing customer loyalty.
Semester:
Fall of every year
Credits:
Total Credits: 3 Lecture/Recitation/Discussion Hours: 3
Restrictions:
Open to graduate students in the Eli Broad College of Business and The Eli Broad Graduate School of Management or approval of department.
Description:
Theories and models of consumer and business buyer behavior. Research tools that organizations use to listen to the voice of the customer. Use of qualitative data in formulating marketing strategies. Market orientation, segmentation, customer value based pricing, personal selling and sales management, branding, customer satisfaction measurement, and developing customer loyalty.
Semester:
Fall of every year
Credits:
Total Credits: 3 Lecture/Recitation/Discussion Hours: 3
Restrictions:
Open to graduate students in the Eli Broad College of Business and The Eli Broad Graduate School of Management or approval of department.
Description:
Theories and models of consumer and business buyer behavior. Research tools that organizations use to listen to the voice of the customer. Use of qualitative data in formulating marketing strategies. Market orientation, segmentation, branding, customer satisfaction measurement, and developing customer loyalty.
Semester:
Fall of every year
Credits:
Variable from 1 to 3
Prerequisite:
MBA 830 or MKT 805 or approval of department
Restrictions:
Open to master's students in the Marketing Research major and open to MBA students in the Eli Broad College of Business and The Eli Broad Graduate School of Management or approval of department.
Description:
Traditional and emerging research tools that organizations use to capture the voice of the customer. Application of behavioral science research in developing deep understanding of customers that can be used in developing marketing strategies, including segmentation, positioning, branding, advertising, customer satisfaction and loyalty.
Semester:
Fall of every year
Credits:
Variable from 1 to 3
Prerequisite:
MKT 805 or MBA 820 or approval of department
Restrictions:
Open to master's students in the Marketing Research major and open to MBA students in the Eli Broad College of Business and The Eli Broad Graduate School of Management or approval of department.
Description:
Traditional and emerging research tools that organizations use to capture the voice of the customer. Application of behavioral science research in developing deep understanding of customers that can be used in developing marketing strategies, including segmentation, positioning, branding, advertising, customer satisfaction and loyalty.