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Strategic CRM

Course Code MKTG-756
Lecture hours per week
Lab hours per week 3
Course Availability: Open

Today's most successful sales teams leverage the power of CRM systems to effectively shorten sales cycles; smart sales professionals leverage sales force automation to generate better leads while closing more sales. Innovations in database technology have made it easier to provide customer service that generates revenue. Students in this course examine the concepts, processes, and technologies that organizations use to achieve superior sales performance through in-depth knowledge of customers.

Students utilize CRM software to attain an understanding of several customer-facing business processes: lead management and the customer qualification process, sales process management, campaign management, and the execution of post-sales service. The methods of accessing knowledge, collaboration among team members, performance measurement, and continuous improvement through analysis of results are emphasized. Aligning business activities around the customer creates the opportunity to collect extensive amounts of customer-related descriptive and behavioral data. Methods of analyzing and interpreting this data are investigated taking into account the objective of leveraging sales.

Course Outline