|Course set (UE) / Credits (ECTS) / Track / Specialization||Module :Digital strategy : 15 ECTS.|
|Discipline||Sales and Marketing|
|Open for visitors||yes (4 ECTS)|
|Working language :||English|
|Volume of contact hours :||24 h|
|Workload to be expected by the student :||72 h|
Track : Attendance
|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?
- Identify the 4 different types of CRM: strategic, operational, analytical and collaborative.
- 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.
- Manipulate the 5 major phases in CRM implementation by using a number of tools and processes that can be applied in each phase.
- Analyze customer portfolio through market segmentation, sales forecasting, activity-based costing, life time value estimation and data mining.
- Categorize the customer lifecycle activities into acquiring new customers, retaining existing customers and developing customer value.
- Justify the application of computerized CRM technologies that support marketing managers in their work-related objectives.
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
1. Buttle, F. & S. Maklan (2015). Customer Relationship Management: concepts & technologies 3nd ed., Taylor & Francis
2. Doligalski, T. (2015). Internet-Based Customer Value Management. Developing Customer Relationships Online. Springer
3. Greenberg, P (2010). CRM at the Speed of Light: Social CRM Strategies, Tools, and Techniques for Engaging Your Customers. 4th ed, McGraw Hill
4. Kumar, V. & A. Reinartz (2012). Customer Relationship Management: Concept, Strategy, and Tools. 2nd ed., Springer
1. Payne, A. & P. Frow (2013). Strategic Customer Management Integrating Relationship Marketing and CRM. Cambridge
2. Case studies & articles in English from the Academic journals database on the Library web site: http://scd.unistra.fr/
Behaviors such as
may lead to expulsion from the class/course.