OUR ACADEMIC DEPARTEMENTS

Lesson details

CRM : CUSTOMER RELATIONSHIP MANAGEMENT (Extensive elective)
2018-2019	EnIESEG School of Management ( IÉSEG )
Class code :	1819-IÉSEG-M1S2-MKT-MA-EI04UE	MARKETING

Level	Year	Period	Language of instruction
Master	1	S2	EnEnglish

Academic responsibility	T.LECLERCQ , S.HOLT
Lecturer(s)	S.HOLT

IÉSEG > IESEG Degree - Programme Grande École > Semester 1 > 2,00 ECTS
IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS

Prerequisites

NONE

Learning outcomes

At the end of the course, the student should be able to:
Understand the basics of Customer Relationship Management (CRM), including the concepts of building customer loyalty, customer experience and customer centricity.

Course description

The course covers the following key areas of CRM:
1. What is CRM and why do companies have CRM programmes
2. CRM and customer centricity as a strategic approach to managing customers
3. Implementing CRM
4. Systems and processes underpinning CRM
5. Customer satisfaction and experience
6. The customer journey
7. Developing customer loyalty
8. Multichannel CRM

Class type

Class structure

Type of course	Numbers of hours	Comments
Independent study
Individual Project	2,00
Group Project	4,00
Independent work
Research	10,00
Reference manual 's readings	18,00
Face to face
Interactive class	16,00
Total student workload	50,00

Teaching methods

Case study
Interactive class
Presentation
Project work

Assessment

Time is allocated for feedback and reflection for formative continuous assessment, i.e. the sessions constitute learning experiences in their own right, and assessed throughout the elective based upon student commitment and performance in the exercises. The students themselves will have the opportunity to appraise each group based on their feedback presentation, encouraging continued commitment. Students will also be asked to keep a learning log of 'lessons learned' each day incorporating insights from the exercises and lectures. In order to further support meaningful learning, students will be required to complete a written assignment which comprises of analysing a CRM Case Study which brings together key learning from the module. The Case should be an appropriate context to display new learning and thinking and should make an explicit link between their learning and the content of the elective. Students will also be asked to present the ouputs from a Group Case Study they will have covered in class.