Ce cours apparaît dans les formations suivantes :
• Faculté de Gestion, Economie & Sciences - Masters - Master 1 Marketing & Responsible Cocreation - S1 - 4 ECTS

Pré requis

Basic marketing management.

Objectifs du cours

This course provides students with an introduction to Customer Value Management concepts and applications to a real-world marketing cases. Students will learn the theory through lectures and exercises in-class. They will apply the theory in select cases and a final group project. This course starts with a general introduction to basic Customer Relationship Management concepts (qualitative and quantitative), and through-out the course, students will learn how to develop and apply a customer management strategy (i.e., customer experience, customer value, voice of the customer, etc.) to real-world situations.

Contenu du cours

This course addresses the following issues:

1. What is the relationship between Customer Relationship Management (CRM) and Customer Experience (CE)?


2. What are the various components of CE?


3. How is CE managed in practice?


4. Why is strategic Customer Relationship Management a key function in modern day customer-facing businesses?


5. What are the key elements of a CRM strategy.


6. Understand the critical measurements and analysis methods of CRM, CE, Customer Lifetime Value (CLV), and the Voice of Customer (VOC).


7. Develop a CRM and customer experience solution.

Modalités d'enseignement

Organisation du cours

1. Lectures - In the lectures, the key CRM concepts presented along with contemporary (including digital) applications


2. In-class exercises – relating CRM constructs to student’s personal experiences and opinions


3. Case exercises – Students will work in small groups to apply theories learned in class to real-world situations

Méthodes pédagogiques

Évaluation