Titular Professors
Professors
Course Objectives:
-Understand the strategic, operational, analytical, and collaborative perspectives of CRM.
-Identify the characteristics of effective customer relationships and their importance in a business context.
-Learn to plan and successfully implement CRM projects.
-Develop skills in managing customer-related databases and data integration.
-Manage customer portfolios to optimize business outcomes in B2C and B2B contexts.
-Explore strategies for customer acquisition, retention, and development.
-Understand the impact of CRM on customer experience and how to improve it.
-Apply CRM technologies, including sales, marketing, and service automation.
-Manage relationships with suppliers, partners, investors, and employees in the context of CRM.
-Develop a deep understanding of organizational issues related to CRM implementation.
Module 1: Introduction to CRM
Module 2: Understanding Relationships
Module 3: Planning and Implementing CRM Projects
Module 4: Developing, Managing, and Using Customer-Related Databases
Module 5: Customer Portfolio Management
Module 6: CRM and Customer Experience
Module 7: Creating Value for Customers
Module 8: Managing the Customer Life Cycle: Customer Acquisition
Module 9: Managing the Customer Life Cycle: Customer Retention and Development
Module 10: Managing Networks for CRM Performance
Module 11: Managing Supplier and Partner Relationships
Module 12: Managing Investor and Employee Relationships
Module 13: Information Technology for CRM
Module 14: Sales Force Automation
Module 15: Marketing Automation
Module 16: Service Automation
Module 17: Organizational Issues and CRM
Weekly teaching will consist of two lecturing sessions to explain basic concepts to apply knowledge to practical situations. Exercises in class will be solved and problems will also be proposed so that students can apply the concepts learned.
Each topic will have the following elements:
-Concepts review
-Case Study
YTD Case Studies 30% x Peer to Peer
YTD Attendance, Participation and Commitment to class 10% YTD
Peer to Peer Assessment Factor 0-100%.
Midterm Exam (if Case Studies > 7) 60%
- Midterm 40% (If > midterm 5)
YTD Case Studies 30% x Peer to Peer
YTD Attendance, Participation and Commitment to class 10% YTD
Peer to Peer Evaluation Factor 0-100% 0-100% YTD
FINAL EXAM (if Case Studies > 7) 60%
- FINAL 60% (if partial > 5)
The evaluation criteria apply to all the students, retakers must attend class and submit all the deliverables requested. Any exceptional situation should be communicated previously to the professors and validated by the tutor. The subject will be passed if the overall score is higher than 5.
RETAKE POLICY
The Retake will consist of an exam that includes all the content of the subject. All case studies homework must have been submitted to virtual campus before retake exam. Otherwise, the retake exam will not be possible.
Customer relationship management: concepts and technologies, Francis Buttle, Elsevier, 2008, 2nd edition