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

Prerequisites

Marketing Strategy

Learning outcomes

At the end of the course, the student should be able to:
- Understand the implication of companies strategy transition from transactional product centric approach to a relational consumer centric approach
- Master the key concepts of Customer Relationship Management
- Understand the added value of relationship marketing for the company
- Acquire an overall view of the main tools used to develop an efficient relationship marketing strategy

Course description

1. Marketing retrospective : from product to consumer centric approach
2. Relationship marketing and CRM
3. Relationship drivers
4. CRM strategy as a value creation process

Class type

Class structure

Teaching methods

• Case study
• Interactive class
• Presentation

Assessment

Recommended reading

• Bruhn M. (2003), Relationhip marketing – Management of Customer Relationship, Prentice Hall. -

• Kumar, V., Reinartz,W., (2012) Customer Relationship Management, second edition, Springer. -

• Egan J. (2008) Relationship marketing Exploring relational strategies in marketing, Third edition, Pearson Education Limited. -

Internet resources

• IESEG online Relationship management and CRM