This class exists in these courses :
• IÉSEG > IESEG Degree - Programme Grande École > Semester 1 > 2,00 ECTS
• IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS

Prerequisites

The student should have a fundamental understanding of marketing theory and practice. This course will apply existing marketing theory to SMEs, and will have a particular focus on technology and CRM. However, prior skills in these areas are not required as this knowledge will be delivered during the course.

Learning outcomes

At the end of the course the student should be able to :
A. Communicate efficiently in English
B. Demonstrate an intercultural open mindset and work efficiently in an international professional environment
C. Master the appropriate techniques and display expertise in CRM in Small Business
D. Work with rigor, precision and are well organized in a professional environment
E. Design and implement specific and systematic organizational processes and practices to contribute to achieve and promote ethical and social outcomes in and around the organization
F. Deal with the various aspects of CRM in Small Business
G. Innovate and set up creative solutions in an organization
H. Work efficiently in a team and provide contributions
I. Produce professional quality documents
J. Make professional quality oral presentations using adapted tools

Course description

This course will reflect the importance of Small and Medium-sized Enterprises (SMEs) in our economies. You will be introduced to their unique characteristics and how they differ significantly from larger organizations. You will learn about how they survive and actually flourish in the global economy using innovative approaches to marketing, particularly using technology in Customer Relationship Management (CRM). Specific contents will include:
- The importance of Small and Medium-sized Enterprises (SMEs) in the global economy
- The challenges of marketing in SMEs
- The opportunities of marketing in SMEs with regard to Customer Relationship Management (CRM)
- Applying CRM theory SMEs
- CRM in SMEs in practice
- The use of technology such as websites, analytics and social media to support CRM in SMEs.

Class type

Class structure

Teaching methods

• E-learning
• Interactive class
• Presentation
• Project work
• Research
• Seminar

Assessment

The course will be assessed through a team project, which includes a 2,000 word report and presentation. Students will also write an individual self-reflection of their learning. A portion of assessment is also allocated to student particpation on a day-to-day basis.

Regarding the team project, students, in small groups, will be asked to assume the role of a Government department with a responsibility to train SMEs around Social CRM. The team project requires teams of students to work together, sharing the workload, for which they will all receive the same mark.

Recommended reading

• Journal articles on CRM (in SMEs) (e.g. Journal of Small Business and Enterprise Development, International Small Business Journal) -

• Case studies on CRM -

• Practitioner papers on CRM (e.g. from MyCustomer.com and EConsultancy) -

• Carson, D., Cromie, S., McGowan, P. and Hill, J. (1995), Marketing and Entrepreneurship in SMEs: An Innovative Approach, Prentice Hall, London -

  Thus reading will be recommended on a daily basis, and here is a useful textbook.

Internet resources

• Twitter list