Fall 2010 MBA Course

B9677-012: Managing Strategic Customers (Master Class)

T - Full Term, 02:15PM to 05:30PM

Location: URI 307

Instructor: Noel Capon; Christoph Senn

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  • 36 CBS student limit (26 MBA / 10 EMBA)
  • 2nd year MBA students and 3rd term and above EMBA students
  • Attendance of first class is mandatory

The Master Class in strategic account management embraces the process of identifying the firm’s current and future critical customer assets and putting in place management systems designed to increase revenues and profits through enhanced customer loyalty. The purpose of this course is to prepare students for roles in strategic/key and global account management. Students will develop a powerful framework and in depth experience for addressing strategic account issues through a combination of lecture/discussion, case studies, guest speakers, and a term-long project designed to address a current problem with which management is struggling. Participating firms are Marriott, Hitachi, and Schneider Electric.

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Noel Capon

R.C. Kopf Professor of International MarketingProfessor Capon teaches the Marketing Strategy core course and the electives Strategic Marketing in the Modern Corporation and Developing and Managing Strategic Customers. His research interests are in key/strategic account management, and marketing planning and strategy. He has published more than 80 articles, book chapters and books. His latest books —Managing Global Accounts, The Marketing Mavens and a marketing-planning workbook, The Virgin...

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