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MKTG 225 Customer Relations Management • 5 Cr.


Course designed for students who have familiarity with Internet concepts, basic web site implementation, and general understanding of E-Commerce. Focuses on the goals of CRM including customer profiling, buyer motivation, purchasing roles, E-service concepts, customer communications, call center operations, customer databases, knowledge base applications, and secure financial transaction technologies. Emphasizes the importance of trust and privacy in E-Commerce transactions, including principles for creating privacy policy and methods to enable customers to control the use of their personal data.


After completing this class, students should be able to:

  • Analyze and evaluate CRM appropriate software.
  • Differentiate the roles of the following three CRM activities: On-line Web site, customer communication, and customer support.
  • Discuss the roles e-mail, moderated discussion groups, moderated e-mail discussion groups and digests, and newsletters for establishing effective communications between customers and E-businesses.
  • Explain the benefits of 1:1 customer relationship from the standpoint of business goals and customer satisfaction.
  • Identify customer service requirements that correspond with each phase of the product life cycle: customer needs assessment; product purchase; produce support; product resale.
  • Differentiate between synchronous and asynchronous customer support and their mutually supportive roles in implementing an E-service plan.
  • Identify and explain the primary functions of call center in customer relations management.
  • Discuss the fundamental issues of trust and privacy when dealing with Customer Service Management.



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Contact info

Bellevue College
3000 Landerholm Circle SE Bellevue, WA 98007-6484 U.S.A.
Work: (425) 564-1000