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Our Degree Programs
Establishment
Language of instruction
English
Teaching content
MARKETING
Training officer(s)
N.DEMOULIN
Stakeholder(s)
Stevy Matton
Présentation
Prerequisite
Marketing Strategy
Goal
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
- 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
Presentation
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
2. Relationship marketing and CRM
3. Relationship drivers
4. CRM strategy as a value creation process
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 16,00 | ||
| Autoformation | |||
| Recherche | 8,00 | ||
| Travail personnel | |||
| Charge de travail personnel indicative | 14,00 | ||
| Group Project | 12,00 | ||
| Overall student workload | 50,00 | ||
Evaluation
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Examen (final) | |||
| QCM | 1,00 | 1 | 24,00 |
| Examen écrit | 1,00 | 1 | 36,00 |
| Autres | |||
| Etude de cas | 0,50 | 3 | 40,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
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. -
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