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School of Continuing Studies

XMKT-720 Customer Relationship and Database Marketing

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To manage complex relationships with customers across multiple channels, marketers need a deep proficiency in designing, developing and implementing customer relationship management (CRM) and marketing management strategies. It also requires that they have the requisite familiarity with the most common CRM and marketing automation platforms in the market today. In this course, students will cover CRM and market management solutions and strategies in order to manage complex relationships.

Course Objectives

  • Upon completion of this course, successful students will be able to:
  • Explain core concepts of Customer Relationship Management (CRM)
  • Explain core concepts of Information-Based Marketing
  • Apply Customer Experience, customer data, permission marketing, and marketing personalization best practices
  • Evaluate current CRM tools and technology, both quantitative and qualitative
  • Evaluate key considerations for Business to Business (B2B) CRM
  • Analyze CRM and Information-Based Marketing best practices and current trends
  • Create a CRM and Information-Based Marketing strategy assessment for a business


Rich Toohey is an accomplished marketing consultant and adjunct instructor with extensive experience in Loyalty, CRM, Customer Engagement, and Market Research. Rich Toohey is President of Resolvere Insights LLC, a marketing consultancy helping clients across industries with projects related to Lo...