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24 H
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Contribution pédagogique du cours au programme

Aucune contribution pédagogique associé à ce cours pour ce programme.


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?

Organisation pédagogique


- Lectures
- Tutorials

In group

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


- Discussions/debates


Aucun élément de cette liste n'a été coché.

Objectifs pédagogiques

Cognitive domain

A l'issue du cours, l'étudiant(e) devrait être capable de / d'...
  • - (niv. 1) Identify the 4 different types of CRM: strategic, operational, analytical and collaborative.
  • - (niv. 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.
  • - (niv. 2) illustrate the main determinants of successful business relationships
  • - (niv. 3) classify consumers into various categories according to their actual and expected value to the company.
  • - (niv. 4) analyze and measure the customer experience through various tools and experiential providers
  • - (niv. 4) manage the various stages of the customer lifecycle by adopting appropriate strategies for customer acquisition, retention and development
  • - (niv. 6) design a uniquely, seamless, networked, omnichannel, personalized, and anthropomorphized CRM strategy

Affective domain

A l'issue du cours, l'étudiant(e) devrait être capable de / d'...
Aucun affective domain n'a pour le moment été associé à ce cours.

Objectifs de développement durable abordés

Aucun objectif de développement durable n'a été coché.

Plan / Sommaire

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

Prérequis nécessaires

Connaissances en / Notions clés à maîtriser

Marketing basics

Supports pédagogiques

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

Aucun élément de cette liste n'a été coché.

Bibliographie recommandée

Ouvrages principaux

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.

Littérature complémentaire

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

Travaux de recherche de l'EM : Veillez à mobiliser au moins une ressource

Peuvent être renseignés les manuels coordonnés, les traductions de manuel, les études de cas traduites etc…
Aucun ouvrage n'a été renseigné.

Modalités d'évaluation

Liste des modalités d'évaluation

Evaluation intermédiaire / contrôle continu 1Autre (date, contrôle surprise...) : every session
Ecrite et orale / individuelle / Anglais / pondération : 30 %
Précisions : Participation in class and homework assignments
Cette évaluation sert à mesurer LO1.1, LO2.3
Evaluation intermédiaire / contrôle continu 2Séance n° 5
Ecrite / individuelle / Anglais / pondération : 30 %
Précisions : Mid-term test
Cette évaluation sert à mesurer LO1.2, LO2.1
Evaluation intermédiaire / contrôle continu 3Dernière séance
Ecrite et orale / en groupe / Anglais / pondération : 40 %
Précisions : 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%).
Cette évaluation sert à mesurer LO1.1, LO1.3, LO2.1, LO2.3
Aucune modalité d'évaluation n'a pour le moment été attribuée à ce cours.