Customer Relationship Management (MNG244)

Customer relationship management (CRM) is the mix of practices, strategies and technologies that companies use to manage and analyze customer interactions and data throughout the customer lifecycle. This Course intends to provide an insider’s overview of how to analytically and strategically recognize, collaborate and deploy Customer Relationship Management in a company to maximize the value of and for each customer. Students should be able to understand how to transform customer information in effective and efficient communication and decision making processes, creating value through tools to support organizational intelligence.

The course aims to provide the students the key concepts and methodologies for managing the customer relationship as well as key standards, technologies and systems that allow organizations to maintain, deepen and develop better relationships with their customers.

• Understand the strategic importance of relationship marketing in organizational management.
• Recognize the importance of implementation of a CRM strategy in the organization of the company.
• Understand the concept of customer life cycle and SP model.
• Identify the different types of CRM and practical examples in different business areas.
• Understand the importance of relationship marketing strategies in the value creation process for the individual customer.
• Learn how to plan the implementation of CRM and the role of technology.
• Learn about the future trends in CRM.