Établissement
Matières
MARKETING
Responsable(s)
T.LECLERCQ, S.HOLT
Intervenant(s)
S.HOLT
Présentation
Prérequis
NONE
Objectifs
At the end of the course, the student should be able to:
Understand the basics of Customer Relationship Management (CRM), including the concepts of building customer loyalty, customer experience and customer centricity.
Understand the basics of Customer Relationship Management (CRM), including the concepts of building customer loyalty, customer experience and customer centricity.
Présentation
The course covers the following key areas of CRM:
1. What is CRM and why do companies have CRM programmes
2. CRM and customer centricity as a strategic approach to managing customers
3. Implementing CRM
4. Systems and processes underpinning CRM
5. Customer satisfaction and experience
6. The customer journey
7. Developing customer loyalty
8. Multichannel CRM
1. What is CRM and why do companies have CRM programmes
2. CRM and customer centricity as a strategic approach to managing customers
3. Implementing CRM
4. Systems and processes underpinning CRM
5. Customer satisfaction and experience
6. The customer journey
7. Developing customer loyalty
8. Multichannel CRM
Modalités
Organisation
Type | Amount of time | Comment | |
---|---|---|---|
Présentiel | |||
Cours interactif | 16,00 | ||
Autoformation | |||
Recherche | 10,00 | ||
Lecture du manuel de référence | 18,00 | ||
Travail personnel | |||
Group Project | 4,00 | ||
Individual Project | 2,00 | ||
Overall student workload | 50,00 |
Évaluation
Time is allocated for feedback and reflection for formative continuous assessment, i.e. the sessions constitute learning experiences in their own right, and assessed throughout the elective based upon student commitment and performance in the exercises. The students themselves will have the opportunity to appraise each group based on their feedback presentation, encouraging continued commitment. Students will also be asked to keep a learning log of 'lessons learned' each day incorporating insights from the exercises and lectures. In order to further support meaningful learning, students will be required to complete a written assignment which comprises of analysing a CRM Case Study which brings together key learning from the module. The Case should be an appropriate context to display new learning and thinking and should make an explicit link between their learning and the content of the elective. Students will also be asked to present the ouputs from a Group Case Study they will have covered in class.
Ressources
Bibliographie
Customer Relationship Management. V. Kumar and Werner Reinartz (2nd Edition), Springer, USA -
Ressources Internet