PGE 3A - International and European Business (IEB)
Digital strategy
Contact hours
24 H
Number of spots
Open to visitors

Pedagogical contribution of the course to the program

LEARNING GOAL 1 : Students will master state-of-the-art knowledge and tools in management fields in general, as well as in areas specific to the specialized field of management.

Students will identify a business organization’s operational and managerial challenges in a complex and evolving environment.
Students will understand state-of-the-art management concepts and tools and use them appropriately.
Students will implement appropriate methodologies to develop appropriate solutions for business issues.
LEARNING GOAL 2 : Students will develop advanced-level managerial skills.
Students will work collaboratively in a team.
Students will participate in a decision-making process in a critical way.
Students will communicate ideas effectively, both orally and in writing, in a business context.


In today’s highly competitive business environment the art of effective interaction with the customers is crucial to the organization’s success. This is especially important in the digital era when consumers are frequently and simultaneously connected to multiple communication platforms. This course examines the digital customer relationship management (CRM) as an integrated strategic, technological and human approach that enables the company to build and maintain mutually beneficial long-term relationships with its customers. It reveals how CRM practices can be used to enhance marketing performance through the implementation of various strategies for customer acquisition, retention, and development. Some major marketing issues are discussed such as: 1) What is a relationship? What are the key factors determining a high-quality relationship 2) Why do/don’t companies want to engage in relationships with customers? 3) Why do/don’t customers want to engage in relationships with companies? 4) How to develop and implement a CRM project? 5) What is customer experience? How should we measure it? What are some experiential strategies for enhancing it? 6) What is customer value? How can we measure it? 7) How can we retain our profitable customers?

Teaching methods


- Lectures
- Tutorials

In group

- Exercises
- Oral presentations
- Projects
- Case studies/texts


- Discussions/debates


No items in this list have been checked.

Learning objectives

Cognitive domain

Upon completion of this course, students should be able to
  • - (level 1) Identify the 4 different types of CRM: strategic, operational, analytical and collaborative.
  • - (level 2) Explain the multifaceted nature of CRM, as a combination of people, processes and technology that aims to build and maintain profitable customer relationships by delivering value and satisfaction to the customer.
  • - (level 2) illustrate the main determinants of successful business relationships
  • - (level 3) classify consumers into various categories according to their actual and expected value to the company.
  • - (level 4) analyze and measure the customer experience through various tools and experiential providers
  • - (level 4) manage the various stages of the customer lifecycle by adopting appropriate strategies for customer acquisition, retention and development
  • - (level 6) design a uniquely, seamless, networked, omnichannel, personalized, and anthropomorphized CRM strategy

Affective domain

Upon completion of this course, students should be able to
None affective domain have been associated with this course yet


1. Introduction to customer relationship management. Understanding relationships. 2. Customer portfolio management. CRM and customer experience. 3. Creating customer value. Managing the customer lifecycle: customer acquisition, retention & development. 4. CRM and marketing automation: The case of a CRM provider 5. Final evaluation of the student’s CRM projects. Discussion & Feedback

No prerequisite has been provided

Knowledge in / Key concepts to master

Marketing basics

Teaching material

Mandatory tools for the course

- Computer
- Calculator

Documents in all formats

- Newspaper articles
- Case studies/texts

Moodle platform

- Upload of class documents


- Pack Office (Word, Excel, PowerPoint, Access)

Additional electronic platforms

No items in this list have been checked.

Recommended reading

1. Buttle, F. & S. Maklan (2019). Customer Relationship Management: concepts & technologies 4th ed., Routledge 2. Belli, A., O’Rourke, AM., Carrillat, F.A. et al. (2022). 40 years of loyalty programs: how effective are they? Generalizations from a meta-analysis. Journal of the Academy of Marketing Science, 50, 147–173 3. Doligalski, T. (2015). Internet-Based Customer Value Management. Developing Customer Relationships Online. Springer 4. Steinhoff et al. (2019). Online relationship marketing. Journal of the Academy of Marketing Science Vol. 47, No. 3: pp. 369-393.

1. Payne, A. & P. Frow (2013). Strategic Customer Management Integrating Relationship Marketing and CRM. Cambridge 2. Chaffey, D. & PR. Smith (2013). Digital Marketing Excellence: Planning, Optimizing and Integrating Online marketing

EM Research: Be sure to mobilize at least one resource

Textbooks, case studies, translated material, etc. can be entered
No reading material has been provided.


List of assessment methods

Intermediate assessment / continuous assessment 1Other (date, pop quiz, etc.) : every session
Written and oral / Individual / English / Weight : 30 %
Details : Participation in class and homework assignments
This evaluation is used to measure LO1.1, LO2.3
Intermediate assessment / continuous assessment 2Class no. 5
Written / Individual / English / Weight : 30 %
Details : Mid-term test
This evaluation is used to measure LO1.2, LO2.1
Intermediate assessment / continuous assessment 3Last class
Written and oral / Group / English / Weight : 40 %
Details : Group work project: students have to form international teams and illustrate the implementation of a CRM project for a company of their own choice. Half of this evaluation (20%) is based on the written group work presentation prepared by the students at home (For example: MS PowerPoint, Prezi etc.). One of the team members should send the presentation to the professor by e-mail at least one day before the final session. The other half of this evaluation is based on the individual performance of each team member during project presentation in class (20%).
This evaluation is used to measure LO1.1, LO1.3, LO2.1, LO2.3
No assessment methods have been attributed to this course yet.