Method
Flexible
Term
SPRING
Units
2.0 QUARTER UNITS
Cost
$750

Course Description

Formerly "CRM: Customer Relationship Management."

Creating seamless customer experiences requires more than software. It requires a strategy for implementing customer relationship management (CRM) effectively across sales, marketing, and service. This course introduces the principles and practices of CRM, from its roots to its current role as the foundation for designing customer experiences.

The course also acknowledges how digital platforms, customer data systems, and AI-enabled technologies could influence CRM implementation and customer experience design.

Topics Include

  • What is CRM, and how has it evolved over the years into Customer Experience?
  • The adoption of CRM strategies by organizations
  • How does CRM affect the marketing, sales and customer support functions?
  • Key success and failure factors for CRM project implementations?
  • Role of Social Media in a CRM strategy
  • CRM tools and technologies
  • AI and automation in CRM

 

Syllabus Library
You may enroll in this offering at any time.
Robert M Durstenfeld
Robert Durstenfeld
Apr. 15 - May. 20, Wednesday, 6:00pm - 9:30pm
  • Flexible Attend in person or via Zoom at scheduled times.
MKTG.X407.(16)
Schedule
Date Start Time End Time Meeting Type Location
Wed, 04-15-2026 6:00pm 9:30pm Flexible SANTA CLARA / REMOTE
Wed, 04-22-2026 6:00pm 9:30pm Flexible SANTA CLARA / REMOTE
Wed, 04-29-2026 6:00pm 9:30pm Flexible SANTA CLARA / REMOTE
Wed, 05-06-2026 6:00pm 9:30pm Flexible SANTA CLARA / REMOTE
Wed, 05-13-2026 6:00pm 9:30pm Flexible SANTA CLARA / REMOTE
Wed, 05-20-2026 6:00pm 9:30pm Flexible SANTA CLARA / REMOTE
 

This class meets simultaneously in a classroom and remotely via Zoom. Students are expected to attend and participate in the course, either in-person or remotely, during the days and times that are specified on the course schedule. Just like a traditional in-person class meeting, you are expected to attend and participate in the discussion. Students attending remotely are also strongly encouraged to have their cameras on to get the most out of the remote learning experience.

Students attending the class in-person are expected to bring a laptop / tablet to each class meeting.

To see all meeting dates, click "Full Schedule" below.

You will be granted access in Canvas to your course site and course materials approximately 24 hours prior to the published start date of the course.

This course applies to these programs:

Demo