Demand and Customer Relationship Management

Code: OPER8040

Course description

Demand Management (DM) and Customer Relationship Management (CRM) complement each other. DM is a business process included in Sales and Operations Planning (S&OP), or Integrated Business Planning (IBP). It involves forecasting, planning and managing the aggregate demand for a company’s products and services. On the other hand, CRM focuses on building and maintaining profitable relationships with individual customers. An effective CRM process can assist an organization to increase market share, profit and customer satisfaction and help combat competitive pressure. This course explores DM and CRM as a key strategic processes within all organizations and a vital aspect of any successful supply chain, whether the relationship is business to consumer (B2C) or business to business (B2B). Students will gain experience in demand forecasting, use CRM technology and apply CRM fundamentals within the context of case studies related to multinational companies.

Course details

Hours: 56
Credits: 4
Prerequisites: None
Corequisites: None

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This course is part of the following program(s):

Credit transfer

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Start Date
Start Date: May. 17, 2021
Delivery: Remote Learning - eConestoga
Campus: Doon (Kitchener)
Cost: $750.48
End date: Aug. 21, 2021
Hours: 56
Credits: 4
Prerequisites: None
Corequisites: None
Equivalent to: None

Registration dates

Not all courses are offered each term.

Spring 2021 registration opens February 1, 2021. Fall 2021 registration opens July 5, 2021.