Customer Relationship Management

Recommended Prerequisites

Not applicable.

Teaching Methods

In this course teamwork 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, by adapting it to their individual interests, without losing sight of the conceptual bases that are teached. Will be given an eminently practical component to the teaching with the use of CRM software and the use of case studies. Participants will be assessed based on their performance and involvement in the course sessions, complemented by the development of a final essay.

Learning Outcomes

This unit course main objectives are to provide students with fundamental skills for the implementation of a CRM multichannel system in their organizations, as well as providing the necessary skills for creating and implementing marketing 1:1 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 and multichannel integration.

- Know the concept of sales funnel and apply it in your organization

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

- Micro-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 of Marketing 1:1

2. Digital Customer Engagement – Multichannel Integration

3. From CRM to CXM – The importance of Customer Experience

4. CRM & Automation – How to Create Scalable Solutions

5. Social CRM

6. The Low Code relevance

7.  How to Prepare and Implement a CRM digital strategy

8. The choice of the technological tools.

Head Lecturer(s)

Paulo Miguel Marques Gama Gonçalves

Assessment Methods

Assessment
Periodic or by final exam as given in the course information: 100.0%

Bibliography

DYCHÉ, Jill. The CRM Handbook: a business guide to customer relationship

management. Addison-Wesley Professional, 2002.

Kotler, P., Kartajaya, H., & Setiawan, I. (2016). Marketing 4.0: Moving from traditional to digital. Hoboken, NJ, USA: John Wiley & Sons

KUMAR, V., REINARTZ, Werner. Customer Relationship Management –

Concept, Strategy and Tools. 2nd ed.,Springer, 2012.

Payne, A. & Frow, P. (2015), A strategic framework for customer relationship management. Journal of Marketing, October.

Mahendra Kumar Shukla & Pinaki Nandan Pattnaik (2019) Managing Customer Relations in a Modern Business Environment: Towards an Ecosystem-Based Sustainable CRM Model, Journal of Relationship Marketing, 18:1, 17-33.