This class exists in these courses :
• 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 CRM in a business-to-business context, and the related ethical and social responsibility issues.

Learning outcomes

At the end of the course, the student should be able to :
• Master the key concepts of Customer Relationship Management in business-to-business contexts
• Experience the main tools used to develop an efficient relationship management strategy in business-to-business contexts
• Use customer data and transform data into actionable results in order to improve the customer relationships in business-to-business contexts
• Understand the importance and the value added consequences of behaving ethically in business-to-business contexts.
• Operate in a responsible manner and apply responsible behaviors in business-to-business contexts.

Course description

This course will reflect the importance of CRM in business-to-bussines context, in which the vast majority of all trade occurs. We will discuss the appropriateness of CRM to business-to-business settings, and how they differ from consumer settings. We will discuss the strategies adopted, the tactics and technologies used, the metrics and analytics employed, the performance outcomes, and the need for a focus on ethics and social responsibility

Specific contents will include:
• Defining the business-to-business context
• CRM strategies and objectives in B2B
• CRM technologies
• Customer engagement in CRM
• Customer data acquisition, management and analysis in CRM
• Ethical issues in CRM
• Using CRM to be socially responsible.

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

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

• Case studies on CRM -

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

• Reading will be recommended on a daily basis -

Internet resources

• Twitter list