Learning objectives
At the end of the course, students will hopefully gain the following skills:
• Understanding of the theoretical framework of CRM
• Understanding of CRM strategies
• Ability to think analytically and develop basic and advanced analyses
• Ability to master CRM metrics and CRM statistical methods
• Working experience with real data
• Understanding of recent issues in CRM
• Improvement of teamwork and communications skills and development of a deadline orientation
• Ability to work under stress conditions
Prerequisites
Knowledge of the English language at the B1 level is required.
Course unit content
The course is divided into four main parts.
The first part includes the foundations of CRM and the strategic vision of CRM. In this part the students will learn customer relationship management strategies. This necessitates a theoretical understanding of the customer relationship management process and implementation.
The second part is largely focused on Analytical CRM. Analytical CRM will be studied with a deep practical approach, by:
- Gaining an understanding of marketing metrics and models useful to analyse the customer base
- Identifying key analytical issues and solution to develop a successful relationship with customers
- Training students in the application of descriptive and predictive analytics by using Excel and SPSS
The third part focuses specifically on customer segmentation techniques mostly employed in CRM.
The fourth part focuses specifically on future issues in CRM. This part of the course will deal with prospect issues in CRM such as Consumer Privacy Concern, Omnichannel Customer Experience Management and Social Media Analytics.
Full programme
Please contact the teacher if you need further information on the detailed course program.
Bibliography
For attending students:
Ziliani and Ieva (2019) “Loyalty Management. From Loyalty Programs to Omnichannel Customer Experiences”, Routledge, chapters 6 and 10:
Course slides.
For non-attending students:
Ziliani and Ieva (2019) “Loyalty Management. From Loyalty Programs to Omnichannel Customer Experiences”, Routledge, chapters 6 and 10:
Reinartz and Kumar (2018) “Customer Relationship Management Concept, Strategy, and Tools”, Springer, chapters from 2 to 7 and chapters 14 and 15.
Teaching methods
Knowledge of the English language at the B1 level is required.
Streamed lectures, recorded lectures and recaps, case reading (at home) and subsequent discussion in online class (streaming), managerial online lectures, practical work (at home) on video and written materials. Finally, students will have the chance to take part in a business game. Participation in the Business Game could lead to bonus points for the exam. More information on the business game will be available at the beginning of the module.
Assessment methods and criteria
For the first semester (September 2020 - February 2021 included) exams will be oral and conducted online via Teams. Please refer to the specific instructions for the Exam that the Professor will polish on the course Elly
page for instructions on enrollment, ID uploading, and so on. The decision regarding the exams for the second semester (from May 2021 onward) will be taken in spring, and will depend on the COVID-19 emergency situation. Through the students' responses to open questions, knowledge and understanding of the issues proposed and the ability of the student to apply the knowledge to specific questions are assessed during the exam. Students will be allowed to exercise significant independent judgment with respect to what is required and we can check the communication skills of the student.
Other information
Please check professor's webpage for updates on course, exams, dates and times, office hours and so on.
2030 agenda goals for sustainable development
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