This class exists in these courses :
• IÉSEG > MSc in Digital Marketing & CRM > MSc in Digital Marketing & CRM - Semester 1 > 2,00 ECTS
• IÉSEG > MSc in Digital Marketing & CRM > MSc in Digital Marketing & CRM - Semester 2 > 2,00 ECTS

Prerequisites

The student should have a fundamental understanding of marketing theory and practice. This course does not have a general focus on CRM, but focuses specifically on Internet technologies supporting it. Therefore, some prior knowledge on CRM would be preferred

Learning outcomes

At the end of the course, the student should be able to :
• Master the key concepts of electronic/digital Customer Relationship Management
• Experience the main tools used to develop an efficient electronic/digital relationship management strategy
• Use customer data and transform data into actionable results in order to improve the electronic/digital customer relationships
• Distinguish the various communication channels of Internet marketing and understand their advantages and disadvantages.
• Understand the importance and the value added consequences of behaving ethically
• Identify and set up solutions to combine continuous improvement with innovation.

Course description

Customers interact with organisations across many channels or touchpoints, and this course will explore how this affects CRM.

Specific contents will include:
• The historical development of different CRM technologies
• The role of social media technologies in CRM
• The process of customer engagement in E-CRM
• The process of customer data acquisition in E-CRM
• The process of customer data management in E-CRM
• The process of customer data analysis in E-CRM
• Future directions in E-CRM

Teaching will involve a mixture of delivered lectures, videos, group discussion and case studies. Throughout all of these, the environment will be very much one of interaction.

Class type

Class structure

Teaching methods

• Case study
• E-learning
• Interactive class
• Presentation
• Project work
• Research

Assessment

The course will be assessed through:
• Team project consisting of a team report and a team presentation
• Written final exam in class
• Student participation in the course

Recommended reading

• Journal articles on CRM (e.g. Journal of Marketing, Journal of Strategic Information System, International Journal of Electronic Commerce, Industrial Marketing Management). -

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

• Case studies on CRM -

  Thus reading will be recommended on a daily basis.

• Reading will be recommended on a daily basis -

Internet resources

• Twitter

  This Twitter list is an essential online resource: