Customer Relationship Management

Recommended Prerequisites

No prerequisites.

Teaching Methods

In this course unit Team work will be stimulated and the classes will be deeply interactive, involving participants in the animation of the sessions. Students will be engaged in their learning process, whenever possible, by adapting it to their individual interests, without losing sight of the conceptual bases that are taught. Will be given an eminently practical component to the teaching with the use of CRM software and the use of case studies.

Learning Outcomes

This unit course main objectives are to provide students with fundamental skills for the implementation of a CRM system in their organizations, as well as providing the necessary skills for creating and implementing strategies for personalized relationship and customer retention.

At the end of the unit course students should be able to:

- Know the information technologies that are the basis of CRM

- Identify and understand the applicability of CRM tools, in particular as regards their effective implementation.

- Develop innovative strategies and a customer relationship management based on a mutually beneficial approach

- Segment the market and identify business opportunities

- Adapting CRM to one’s business context

Work Placement(s)

No

Syllabus

1. Introduction to CRM - Fundamental Concepts

2. The CRM value chain and its impact on the organization

3. How to Manage Customers - portfolio analysis

4. The concept and methodology of CRM and the Customer Value

5. Fighting for loyalty: The management of the customer life cycle

6. How to Prepare and Implement a CRM strategy

7. The choice of the technological tools

8. Analysis of a Case Study

Head Lecturer(s)

Paulo Miguel Marques Gama Gonçalves

Assessment Methods

Assessment
Participants will be assessed based on their performance and involvement in the course sessions, complemented by the development of a final essay, individual or group.: 100.0%

Bibliography

DYCHÉ, Jill. The CRM Handbook: a business guide to customer relationship management. Addison-Wesley Professional, 2002.

KUMAR, V., REINARTZ, Werner. Customer Relationship Management – Concept, Strategy and Tools. 2nd ed.,Springer, 2012.