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Lesson details

INTRODUCTION TO ANALYTICAL CUSTOMER RELATIONSHIP MANAGEMENT
2022-2023	EnIESEG School of Management ( IÉSEG )
Class code :	2223-IÉSEG-MDM1S1-MKT-MM1CI09UE	MARKETING

Level	Year	Period	Language of instruction
MSc in Digital Marketing & CRM	1	S1	EnEnglish

Academic responsibility	K.COUSSEMENT
Lecturer(s)	K.COUSSEMENT

IÉSEG > MSc in Digital Marketing & CRM > MSc in Digital Marketing & CRM - Semester 2 > 2,00 ECTS

Prerequisites

Basic competencies in marketing

Learning outcomes

At the end of the course, the student should be able to :
° Identify the opportunities of analytical customer relationship management in order to boost their expertise in the field
° Distinguish the drivers for effective analytical customer relationship management strategy by critically proposing solutions to unexpected challenges in the field of data science
° Apply in-depth knowledge to manage successfully customer relationships
° Construct expert knowledge from cutting-edge information (LO5.B)
° Formulate strategically-appropriate solutions to complex and unfamiliar challenges in their professional field (LO7.B)
° Effectively apply in-depth specialized knowledge to take advantage of contemporary opportunities in their professional field (LO7.C)

Course description

Nowadays, there is a tremendous increase in customer information which is available for the marketer. Indeed, companies are collecting different types of information from their customers like social media information, purchasing behavior, complaining behavior, socio-demographic information, etc. Consequently, knowing how to use this new information to improve customer relationships could be of high benefit for every marketer because better decisions could be based upon that. This course tries to fulfill the gap by introducing students to the field of analytical Customer Relationship Management, and more in particular, descriptive versus predictive analytics