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 Internet technologies supporting it. Therefore, some prior knowledge on CRM would be preferred
At the end of the course, the student should be able to :
• Master the key concepts of electronic/digital Customer Relationship Management
• Experience the main tools used to develop an efficient electronic/digital relationship management strategy
• Use customer data and transform data into actionable results in order to improve the electronic/digital customer relationships
• Distinguish the various communication channels of Internet marketing and understand their advantages and disadvantages.
• Understand the importance and the value added consequences of behaving ethically
• Identify and set up solutions to combine continuous improvement with innovation.
Customers interact with organisations across many channels or touchpoints, and this course will explore how this affects CRM.
Specific contents will include:
• The historical development of different CRM technologies
• The role of social media technologies in CRM
• The process of customer engagement in E-CRM
• The process of customer data acquisition in E-CRM
• The process of customer data management in E-CRM
• The process of customer data analysis in E-CRM
• Future directions in E-CRM
Teaching will involve a mixture of delivered lectures, videos, group discussion and case studies. Throughout all of these, the environment will be very much one of interaction.
