This elective course imparts knowledge of customer relationship management (CRM) concepts, frameworks, and their applications in developing relationships with customers. Students will learn how effective CRM strategies help companies align business processes with customer-centric strategies using people, technology, and knowledge. The areas covered include the nature of relationships and relationship marketing, CRM technology and software applications, managing CRM processes, implementing CRM, and addressing ethics, privacy, and the future of CRM. This course requires prior knowledge of Marketing Management.
- Lecturer: Ms. Sachithra Somasiri
This elective course imparts knowledge of customer relationship management (CRM) concepts, frameworks, and their applications in developing relationships with customers. Students will learn how effective CRM strategies help companies align business processes with customer-centric strategies using people, technology, and knowledge. The areas covered include the nature of relationships and relationship marketing, CRM technology and software applications, managing CRM processes, implementing CRM, and addressing ethics, privacy, and the future of CRM. This course requires prior knowledge of Marketing Management, Advanced Marketing Management, and Services Marketing.
- Lecturer: Ms. Sachithra Somasiri
This elective course is an extension of Digital Marketing (MAR 3282), focusing on applying digital and interactive marketing tactics to create an overall marketing strategy for an organization and utilizing consumer insights from digital platforms to make marketing decisions. The areas covered include advanced public relations and reputation management in social media, designing and managing digital campaigns through behavioral insights of customers in digital platforms, evaluating the performance of digital marketing strategies, performance marketing in digital platforms, exploring emerging trends in digital marketing, and applications of e-commerce. This course requires prior knowledge of Marketing Management, Advanced Marketing Management, Consumer Behavior, Integrated Marketing Communication, and Digital Marketing.
- Lecturer: Mr. Hansaja Banduge
This core course provides students with opportunities to gain knowledge on sustainable marketing practices at both organizational and individual levels from ethical and spiritual perspectives. The areas covered include social criticism of marketing, spiritual mindset, addressing global challenges in sustainable development, evolution of sustainability marketing, marketing ethics, sustainable marketing processes and business transformation, sustainable innovations, consumer ethics, and mindful consumption. This course requires prior knowledge of Macro Economics, Socio-Political Environment, Marketing Management, Advanced Marketing Management, Legal Aspects in Marketing, and Consumer Behavior.
- Lecturer: Mr. B.T.K. Chathuranga
- Lecturer: Prof. D. S. R. Samarasinghe
This core course provides knowledge on principles, concepts, and applications in business networks, focusing on managing business processes within dynamic business environments. It offers students exposure to various business network scenarios and helps develop skills for designing competitive strategies at the network level. The areas covered include principles, concepts, and applications of network marketing; strategic and operational strategies for B2B marketing; developing competitive strategies within networks; and managing entire networks to deliver superior customer value. This course requires prior knowledge of Marketing Management, Advanced Marketing Management, Services Marketing, and Operations Management.
- Lecturer: Ms. Piyumi Sewwandi
- Lecturer: Ms. Sachithra Somasiri
This core course aims to provide students with an understanding of software used for analyzing qualitative and quantitative data in marketing research. It focuses on developing skills in analyzing qualitative data using NVivo/Maxqda software and quantitative data using SPSS, AMOS, and SmartPLS software. The course requires prior knowledge of Business Statistics, Marketing Research, and Research Methodology.
- Lecturer: Mr. Dilan Rathnayake