Customer Relations for Managers

Course Code:

Credit Hours:

Effective beginning:



Course Description:
This course examines relationship building for all customers of an organization. The impact of culture and diversity on business relationships, successful negotiation strategies, and promotion of the organization through media relations are discussed. The ideas and practices this course focuses on include: understanding and identifying customer’s wants and needs, customer orientation, product or service differentiation and value-creating processes to attract, satisfy and retain customers through relationship management.

Course Details




Required textbooks/ course materials:

Babin & Harris, CB (9th Edition), Cengage Learning, ISBN: 9780357518250.


Assignment/course outline:

The following topics will be covered in this course at the discretion of the instructor:              

  • Customer Relationship Management (CRM)
  • Systems Management and Considerations
  • What is CRM and Why Should I Care?   
  • Value and the Consumer Behavior Value Framework   
  • Consumer Learning Starts Here: Perception   
  • Comprehension, Memory, and Cognitive Learning   
  • Motivation and Emotion: Driving Consumer Behavior   
  • Personality, Lifestyles, and the Self-Concept   
  • Attitudes and Attitude Change   
  • Group and Interpersonal Influence   
  • Consumer Culture   
  • Micro Cultures   
  • Consumers in Situations   
  • Decision Making I: Need Recognition and Search   
  • Decision Making II: Alternative Evaluation and Choice   
  • Consumption to Satisfaction   
  • Consumer Relationships   
  • Consumer and Marketing Misbehavior


Discipline-level learning outcomes:

Bachelor of Science in Business Administration degree Learning Outcomes:  

BA-1 Exhibit knowledge of accounting, finance, management, legal, operations and marketing.   

BA-2 Identify MIS, economics, technology, statistical data and decision support tools for making effective business decisions.

BA-3 Recognize the impact of today’s global economy, diversity and cultures on businesses. 

BA-4 Comprehend how effective leadership, teamwork and ethics relate to best business practices.  

BA-5 Use effective oral and written communication skills, including effective research techniques.


Course-level learning outcomes:

Course-level student learning outcomesDiscipline-level learning outcomesAssessment methods

Evaluate internal, external, and interface customers of business organizations.

Synthesize how the components of customer value in quality, service, pricing and image) interact as the building blocks for customer satisfaction.  3. Appraise the ability to use strategies successfully.

Formulate the skills needed for building relationships for all customers of an organization.

Appraise the successful promotion of an organization though media relations.

Synthesize written and oral communications skills.

Integrate concepts from other BSBA courses.

BA-1, BA-2, BA-3, BA-4, BA-5

BA-1, BA-2, BA-3, BA-4, BA-5

BA-1, BA-2, BA-3, BA-4, BA-5

BA-1, BA-2, BA-3, BA-4, BA-5

BA-1, BA-2, BA-3, BA-4, BA-5

BA-1, BA-2, BA-3, BA-4, BA-5

Tests, Quizzes, Homework



Means of accomplishing learning outcomes:

  • Attend and participate in class regularly.
  • Read all assigned material before class.
  • Study in-class notes and online (Canvas) materials.
  • Complete assigned projects in a timely manner to enable reflections and revisions on the final product.
  • Participate in discussions.
  • Demonstrate your mastery of the required skills on quizzes, exams, etc.
  • Complete all assignments with promptness and accuracy.
  • All written documents as well as online assignments must be completed using correct grammar, spelling, and structure.


College-wide policies and resources

For more specific information on Chipola's college-wide academic policies and resources available to students, visit the link below.