Actualités et agenda
Nos formations
Établissement
Langue d'enseignement
English
Matières
MARKETING
Responsable(s)
K.COUSSEMENT
Intervenant(s)
K.COUSSEMENT
Présentation
Prérequis
Basic competencies in marketing
Objectifs
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)
° 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)
Présentation
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
Modalités
Organisation
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours magistral | 16,00 | ||
| Autoformation | |||
| Lecture du manuel de référence | 15,00 | ||
| Recherche | 4,00 | ||
| Travail personnel | |||
| Group Project | 15,00 | ||
| Overall student workload | 50,00 | ||
Évaluation
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| Participation | 5,00 | 1 | 20,00 |
| Autres | |||
| Projet Collectif | 10,00 | 1 | 40,00 |
| Rapport écrit | 10,00 | 1 | 40,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliographie
- Kristof Coussement, Koen W. De Bock, Scott A. Neslin. Advanced Database Marketing: Innovative Methodologies & Applications of Managing Customer Relationships. Gower (Ashgate) 2013. -
- Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin. Database Marketing: Analyzing and Managing Customers. Springer (2008). -
- Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin. Database Marketing: Analyzing and Managing Customers. Springer (2008). -