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MDM - E-CRM

2016-2017

IESEG School of Management ( IÉSEG )

Code Cours :

1617-IÉSEG-MDM1S2-MKT-MDMCE12UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
MSc in Digital Marketing & CRM1S2English
Professeur(s) responsable(s)P.HARRIGAN , Y.MOYSAN
Intervenant(s)Paul HARRIGAN, Yvon MOYSAN


Pré requis

The student should have a fundamental understanding of marketing theory and practice. This course does not have a general focus on CRM, but focuses specifically on Internet technologies supporting it. Therefore, some prior knowledge on CRM would be preferred.

Objectifs du cours

At the end of the course, the student should be able to :
A. Understand and define Customer Relationship Management (CRM)
B. Understand the historical development of different CRM technologies
C. Critically analyze the role of social media technologies in CRM
D. Critically analyze the role of Internet, Mobile, e-mail.. technologies in CRM
E. Understand the process of customer engagement in E-CRM
F. Understand the process of customer data acquisition in E-CRM
G. Understand the process of customer data management in E-CRM
H. Understand the process of customer data analysis in E-CRM
I. Demonstrate practical knowledge of how to engage with customers online
J. Demonstrate practical knowledge of how to acquire, manage and analyze online customer data
K. Show awareness of future directions in E-CRM.

Contenu du cours

Customers interact with organisations across many channels or touchpoints, and this course will explore how this affects CRM.

Specific contents will include:
Defining Customer Relationship Management (CRM)
The historical development of different CRM technologies
The role of social media technologies in CRM
The role of Internet, Mobile, e-mail…technologies in CRM
The process of customer engagement in E-CRM
The process of customer data acquisition in E-CRM
The process of customer data management in E-CRM
The process of customer data analysis in E-CRM
Practical knowledge of how to engage with customers online
Practical knowledge of how to acquire, manage and analyze online customer data
Future directions in E-CRM

Teaching will involve a mixture of delivered lectures, videos, group discussion and case studies. Throughout all of these, the environment will be very much one of interaction.


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
lecture16,00  
Independent work
Research6,00  
Independent study
Group Project16,00  
Estimated personal workload12,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Tutorial
  • Presentation
  • E-learning
  • Research
  • Project work
  • Case study


Évaluation

The course will be assessed through:
- A team project consisting of a 15 minute team presentation
- Mini Case studies in class (included in the project grade)
- MCQ exam in class
- Student participation in the course

Type de ContrôleDuréeNombrePondération
Continuous assessment
QCM0,25125,00
Participation16,00115,00
Others
Group Project0,25260,00
TOTAL     100,00

Bibliographie

  • Journal articles on CRM (e.g. Journal of Marketing, Journal of Strategic Information System, International Journal of Electronic Commerce, Industrial Marketing Management). -

  • Practitioner papers on CRM (e.g. from MyCustomer.com and EConsultancy) -

  • Case studies on CRM -

    Thus reading will be recommended on a daily basis.


Ressources internet

  • Twitter

    This Twitter list is an essential online resource:



 
* Informations non contractuelles et pouvant être soumises à modification
 
 
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