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

Have you taken this course or an equivalent course? Contact the Credit Transfer Office.

Registration dates

Not all courses are offered each term.

Winter 2024 registration opens November 27, 2023. Spring 2024 registration opens February 26, 2024.

Delivery options

In person: classes held in person on a campus/site in a classroom/lab/shop/studio for the course duration

Online - Asynchronous: ​100% online delivery, no scheduled day or time course requirements with the instructor, assigned due dates

Online - Synchronous: 100% online delivery, scheduled day and time course requirements with the instructor, assigned due dates

Hybrid: any combination of in person, timetabled, on campus, online, and hyflex delivery