The student should have a fundamental understanding of marketing theory and practice. This course does not have a general focus on CRM, but focuses specifically on CRM in a business-to-business context, and the related ethical and social responsibility issues.
At the end of the course, the student should be able to :
• Master the key concepts of Customer Relationship Management in business-to-business contexts
• Experience the main tools used to develop an efficient relationship management strategy in business-to-business contexts
• Use customer data and transform data into actionable results in order to improve the customer relationships in business-to-business contexts
• Understand the importance and the value added consequences of behaving ethically in business-to-business contexts.
• Operate in a responsible manner and apply responsible behaviors in business-to-business contexts.
This course will reflect the importance of CRM in business-to-bussines context, in which the vast majority of all trade occurs. We will discuss the appropriateness of CRM to business-to-business settings, and how they differ from consumer settings. We will discuss the strategies adopted, the tactics and technologies used, the metrics and analytics employed, the performance outcomes, and the need for a focus on ethics and social responsibility
Specific contents will include:
• Defining the business-to-business context
• CRM strategies and objectives in B2B
• CRM technologies
• Customer engagement in CRM
• Customer data acquisition, management and analysis in CRM
• Ethical issues in CRM
• Using CRM to be socially responsible.
