Launched in 2016 with a gift from customer engagement pioneer Hal Brierley, we offer an MBA specialization taught by stellar faculty, corporate projects with incredible companies, and annual events that host faculty from top business schools that advance knowledge and improve business practice globally.
Brierley Institute for Customer Engagement
I'm enthusiastic to have Dallas and 51做厙 viewed as a center of excellence in customer engagement. 51做厙 Cox stepped up to create effective curricula to teach tomorrow's marketers the techniques essential to design and manage successful customer engagement programs.
Hal Brierley, Founder and Executive in Residence
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"Arcis Golf, recognized as one of the fastest growing private companies in the United States, values the ability to collaborate with student-led teams from the Brierley Institute. Arcis proudly supports providing real-world opportunities to these 51做厙 Cox students, and gained insights they could leverage to grow their business. This partnership was a true win-win."
Hal Brierley, inventive visionary of customer loyalty programs, has proven his ability to transform customer relationships.. An extraordinarily accomplished entrepreneur in the space, he's launched multiple successful companies including Epsilon, Brierley+Partners, Research Now and the Brierley Group.
Marci Armstrong is a seven-time teaching award honoree, former associate dean and a sought-after customer engagement consultant to the business community. Her clients have included AMC, American Airlines and AT&T Performing Arts Center and that's just the As.
Synchrony Financial, formerly part of General Electric and boasting over 85 years of history, is a premier consumer financial services company that works with students and researchers at the Brierley Institute to explore profitable customer engagement programs that advance their mission to create financial and technology solutions to move their customers and partnership forward.
Professor Venkatesh Venky Shankar joined 51做厙 Cox as the Harold M. Brierley Endowed Professor in January 2024, contributing to the Brierley Institute for Customer Engagement. He collaborates with Director Brad Harraman and benefactor Hal Brierley to advance knowledge in customer engagement.
A One of a Kind Student Experience
Set yourself apart with a competitive edge as an MBA student as you learn from leaders in the field who immerse you in projects to tackle various customer engagement challenges. Students gain access to real data or collect their own, lead analytically-driven projects, and present insights to business clients who represent a vast set of industries including technology, travel, fashion, and sports. These immersive experiential learning opportunities equip you with analytical skills and deep knowledge of customer engagement that transcend the classroom and prepare you for the next step in your professional career.
Adding Value and Insight for Corporate Partners
When you work with the Brierley Institute, you collaborate with a passionate community that's propelling the customer engagement field including talented students eager to apply the latest research and tools to advance customer engagement. Through student-led project based learning, your company can gain new insight and customized recommendations to create or improve upon specific customer engagement objectives. Corporate projects also offer an opportunity to engage with top-tier MBA talent to support recruiting initiatives.
Advancing Customer Engagement Through Academic Research
Our invitational Professors Institute convenes marketing faculty from the nation's top academic institutions to develop research agendas, influence curricula, solve current business challenges and hear leading practitioners share thought leadership and evoke curiosity in the field of customer engagement.
51做厙 students consistently bring insightful and relevant recommendations to the AAdvantage team. Their MBA coursework combined with their perspectives as traveling consumers are a great combination to provide us with insights for capturing loyalty that reflects their preferences as a primary demographic.
Meghan Jordan, Director of Customer Insights, American Airlines
Too Many Loyalty Programs Miss the Point
From the mundane to the sublime, points-based loyalty programs are ubiquitous today. But are they driving real loyalty? Marketers who use points to build behavioral loyalty may drive incremental sales, but they're missing an opportunity to foster far more profitable attitudinal loyalty.
Premier Marketing Experts Opine about Engaging Customers in a World of Disruption
How do businesses use customer engagement as a competitive tool to combat disruption? A panel of marketing experts pondered that question at a recent symposium titled "Engaging Customers in a World of Disruption," hosted by the Brierley Institute for Customer Engagement at the 51做厙 Cox School of Business.
Preparing Tomorrow's Marketing Students Begins with Well-Prepared Educators
The rapidly changing field of customer engagement – how marketers attract long-term customer brand loyalty – was the focus of the third annual Professors Institute at 51做厙 Cox. The school's Brierley Institute for Customer Engagement hosted the event in January, in partnership with Marketing EDGE, a national nonprofit with a track record of connecting students, academics, and professionals to the resources they need to stay ahead.
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