Customer acquisition, engagement, and retention are vital to dealership profitability and long-term sustainability. Technology plays a pivotal role in managing customer relationships, so this course examines dealership management systems and customer relationship management systems, social media, and other current/emerging tools to manage the customer experience. Through this course, students address the unique needs of each department with a focus on a comprehensive dealership strategy rather than just a number of departmental plans.
Students registering for credit courses for the first time must declare a program at the point of registration. Declaring a program does not necessarily mean students must complete a program, individual courses may be taken for skill improvement and upgrading.