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. This part will be focused on the latest research projects developed by the Osservatorio Fedeltà UniPR, a University Research center on Customer Loyalty. Students will have the chance to get involved in the up to date marketing issues by working on case studies and studying academic research. Students will understand how companies can cope with a wide range of touchpoints and channels in order to deliver a successful customer experience, with the long-term aim of gaining customer loyalty.
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. The textbook will be available in late September 2019: https://www.routledge.com/Loyalty-Management-From-Loyalty-Programs-to-Omnichannel-Customer-Experiences/Ziliani-Ieva/p/book/9780367210724
Course slides.
For non-attending students:
Ziliani and Ieva (2019) “Loyalty Management. From Loyalty Programs to Omnichannel Customer Experiences”, Routledge, chapters 6 and 10. The textbook will be available in late September 2019: https://www.routledge.com/Loyalty-Management-From-Loyalty-Programs-to-Omnichannel-Customer-Experiences/Ziliani-Ieva/p/book/9780367210724
Reinartz and Kumar (2018) “Customer Relationship Management Concept, Strategy, and Tools”, Springer, chapters from 2 to 11 and chapters 14 and 15.
https://www.springer.com/gp/book/9783662553800
Teaching methods
The course will be taught with a mix of lectures, case study discussions, groupworks and class presentations.
Assessment methods and criteria
Written examination. For further information on the final examination, please contact the teacher.
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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