Actualités et agenda
Nos formations
Établissement
Langue d'enseignement
English
Matières
MARKETING
Responsable(s)
N.DEMOULIN
Intervenant(s)
Stevy Matton
Présentation
Prérequis
Marketing Strategy
Objectifs
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
Présentation
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
Organisation
| 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 | ||
Évaluation
| 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
Bibliographie
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. -
Ressources Internet