Visualisation plan de cours
2026 / 2027
EM1F5MSC
Sustainable Customer Relationship Management
Programme
PGE PGE5 International & European Business
Semestre
B
Coefficient
4
Volume horaire
Face à face : 24 H
Travail personnel indicatif : 48 H
Discipline
Marketing
Nombre de places
45
Cours ouvert aux étudiants visitants
Oui
Langue d'enseignement
Anglais
Responsable
STOYANOV
Liste des intervenants
| Intervenant(s) | Volume horaire | ||
|---|---|---|---|
| Dobromir STOYANOV | dstoyanov@unistra.fr | 24 h CM |
Discipline
Marketing
Descriptif
In today's highly competitive and sustainability-driven business environment, building effective customer relationships is essential to organizational success. As consumers increasingly expect companies to demonstrate environmental, social, and ethical responsibility alongside profitability, this course examines Sustainable Customer Relationship Management (Sustainable CRM) as an integrated strategic approach to customer relationship management. Sustainable CRM combines three complementary dimensions: 1) a Human-to-Human (H2H) approach that emphasizes empathy, trust, transparency, and long-term relationships; 2) a sustainability-driven approach that integrates environmental, social, and environmental considerations into customer engagement, value creation, and lifecycle management; and 3) a technology-driven approach that leverages AI, metaverse technologies, and omnichannel platforms to deliver seamless, connected, and personalized customer experiences.
Entrepreneuriat / Innovation
Ce cours intègre des contenus relatifs à l'entrepreneuriat et/ou à l'innovation (création d'activité, intrapreneuriat, innovation managériale, technologique ou sociale)
MAC
Développer une vision stratégique et managériale dans un contexte incertain/Develop a strategic and managerial vision in
13 ECTS
Organisation pédagogique
Face-to-face
- LecturesIn group
- Exercises- Oral presentations
- Projects
- Case studies/texts
Interaction
- Discussions/debatesObjectifs pédagogiques - COGNITIVE DOMAIN
A l'issue du cours, l'étudiant(e) devrait être capable de / d'...
- manage the various stages of the customer lifecycle by adopting appropriate strategies for customer acquisition, retention and development
- measure behavioural and attitudinal customer loyalty
- measure customer experience through various tools and experiential providers
- enhance their understanding on the multifaceted nature of CRM, as a combination of people, processes and technology that aims to build and maintain sustainable customer relationships.
- incorporate the notion of emotional intelligence in the development of relationship marketing strategy
- design a sustainable CRM strategy that integrates human-to-human (H2H), sustainability-driven, and technology-driven elements.
Objectifs pédagogiques — Objectifs de développement durable (ODD)
ODD portés par la politique RSO de l'EM.
Plan / Sommaire
1. Introduction to sustainable customer relationship management.
2. Customer satisfaction profit chain model.
3. Creating customer experience.
4. Managing the customer lifecycle: acquisition, retention & development.
5. Midterm test
6. Presentation of the final projects: Discussion & Feedback
2. Customer satisfaction profit chain model.
3. Creating customer experience.
4. Managing the customer lifecycle: acquisition, retention & development.
5. Midterm test
6. Presentation of the final projects: Discussion & Feedback
Supports pédagogiques
Mandatory tools for the course
- Computer- Calculator
Documents in all formats
- Photocopies- Newspaper articles
- Worksheets
Moodle platform
- Interface to submit courseworkAdossement à la recherche
Ce cours est adossé à la recherche.
- Research-led (par les contenus)Le cours mobilise des connaissances issues de la recherche académique récente.
- Research-tutored (par la discussion)Le cours développe l’analyse critique et la discussion de contenus (presse, rapport d’études…), travaux ou résultats de recherche.
Bibliographie/références académiques
1. Prior, D., Buttle, F. & S. Maklan (2024). Customer Relationship Management: concepts & technologies 5th ed., Routledge 2. Stoyanov, D.K. (2026). Sustainable Marketing: A Value-based Approach. Springer Texts in Business and Economics (S 3. Grunwald, G., Kara, A., & Spillan, J. E. (2025). Relationship-Oriented Sustainability Marketing. Springer 4. Belli, Alex, Anne-Maree O’Rourke, François A. Carrillat, Ljubomir Pupovac, Valentyna Melnyk, & Ekaterina Napolova (2023). 40 years of loyalty programs: how effective are they? Generalizations from a meta-analysis. Journal of the Academy of Marketing Science, 50(1), 147–173. 5. Pallant, J.L., Sands, S. & Karpen, I.O. (2020). The 4Cs of mass customization in service industries: a customer lens, Journal of Services Marketing, 34(4), 499–551 6. Steinhoff, L., Arli, D., Weaven, S., & Kozlenkova, I. V. (2019). Online relationship marketing. Journal of the Academy of Marketing Science, 47(3), 369–393. 7. Ferrer-Estévez, M., & Chalmeta, R. (2023). Sustainable customer relationship management. Marketing Intelligence & Planning, 41(2), 244–262.Travaux de recherche de l'EM
1. Stoyanov, D. K. (2026). Sustainable marketing: A value-based approach. Springer Nature 2. Stoyanov, D. K., Stoyanova, R. D., & Stoyanov, K. S. (2024). Chemistry of Marketing: Application of Chemical Thermodynamics Laws to Closed and Isolated Marketing Systems. Journal of Macromarketing, 44(2), 465-492.Modalités d'évaluation
Liste des modalités d'évaluation
Evaluation intermédiaire / contrôle continu 1
Modalités de feedback
At the beginning of each session, the homework assignment due for that session will be checked, and the correct answers will be provided to the students. Collective feedback will also be given to help students understand the expected solutions, identify common mistakes, and clarify any questions before moving on to new material.
Compétence mesurée
ILO1.1-PGE, ILO1.2-PGE, ILO2.2-PGE, ILO3.1-PGE, ILO4.1-PGE
Evaluation intermédiaire / contrôle continu 2
Modalités de feedback
Oral feedback at student request
Compétence mesurée
ILO1.1-PGE, ILO1.2-PGE, ILO1.3-PGE, ILO2.2-PGE, ILO3.1-PGE, ILO4.1-PGE
Evaluation intermédiaire / contrôle continu 3
Modalités de feedback
At the conclusion of each oral presentation, each team will receive feedback from the instructor.
Compétence mesurée
ILO1.1-PGE, ILO1.2-PGE, ILO2.2-PGE, ILO2.3-PGE, ILO3.1-PGE, ILO3.2-PGE, ILO4.1-PGE