RELATIONSHIP MANAGEMENT & CRM
Année du cours : 1 année(s)
Etablissement : IÉSEG School of Management
Langue : English
Formation(s) dans laquelle/lesquelles le cours apparait :
Période : S1
Marketing Strategy
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
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
