Fiche détaillée d'un cours


 


Voir la fiche établissement

CRM IN SMALL BUSINESS

2016-2017

IESEG School of Management ( IÉSEG )

Code Cours :

1617-IÉSEG-M1S2-MKT-MA-EI51UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
Master1S2English
Professeur(s) responsable(s)P.HARRIGAN
Intervenant(s)Paul HARRIGAN


Pré requis

The student should have a fundamental understanding of marketing theory and practice. This course will apply existing marketing theory to SMEs, and will have a particular focus on technology and CRM. However, prior skills in these areas are not required as this knowledge will be delivered during the course.

Objectifs du cours

At the end of the course, the student should be able to:
A. Understand and define the importance of Small and Medium-sized Enterprises (SMEs) in the global economy
B. Understand the challenges of marketing in SMEs
C. Critically analyze the opportunities of marketing in SMEs with regard to CRM
D. Understand and define Customer Relationship Management (CRM) in SMEs
F. Critically review the use of technology such as websites, analytics and social media to support CRM in SMEs
G. Understand and define internationalization of SMEs using CRM
H. Demonstrate the ability to apply CRM theory to SMEs
I. Critically evaluate the role of Government in supporting SMEs’ CRM activities
J. Critically analzye how large organizations can learn from the CRM approaches of SMEs
K. Develop and evaluate CRM strategies for SMEs
K. Work in teams to to solve SME marketing problems

Contenu du cours

This course will reflect the importance of Small and Medium-sized Enterprises (SMEs) in our economies. You will be introduced to their unique characteristics and how they differ significantly from larger organizations. You will learn about how they survive and actually flourish in the global economy using innovative approaches to marketing, particularly using technology in Customer Relationship Management (CRM).

Specific contents will include:
The importance of Small and Medium-sized Enterprises (SMEs) in the global economy
The challenges of marketing in SMEs
The opportunities of marketing in SMEs with regard to Customer Relationship Management (CRM)
Applying CRM theory SMEs
CRM in SMEs in practice
The use of technology such as websites, analytics and social media to support CRM in SMEs
Internationalization of SMEs using CRM
Applying CRM theory to SMEs
The role of Government in supporting SMEs’ CRM activities

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 Project14,00  
Charge de travail globale de l'étudiant36,00  

Méthodes pédagogiques

  • Lecture
  • Presentation
  • E-learning
  • Research
  • Project work
  • Interactive class


Évaluation

The course will be assessed through a group assignment, which includes a 2,000 word report and presentation, and a final written examination. A portion of assessment is also allocated to student particpation on a day-to-day basis.

Regarding the group assignment, students, in small groups, will be asked to design and present approaches to CRM that would be appropriate to SMEs. They should assume the role of a local government agency with the responsibility of educating SMEs and improving their CRM capabilities. The group assignment requires groups of students to work together, sharing the workload, for which they will al receive the same mark.

Type de ContrôleDuréeNombrePondération
Continuous assessment
Oral presentation16,00110,00
Final Exam
Written exam2,00150,00
Others
Individual Project14,00120,00
presentation
statement0,50120,00
TOTAL     100,00

Bibliographie

  • Journal articles on CRM (in SMEs) (e.g. Journal of Small Business and Enterprise Development, International Small Business Journal) -

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

  • Case studies on CRM -

  • recommended book : Carson, D., Cromie, S., McGowan, P. and Hill, J. (1995), Marketing and Entrepreneurship in SMEs: An Innovative Approach, Prentice Hall, London -


Ressources internet



 
* Informations non contractuelles et pouvant être soumises à modification
 
 
Vidéo : Un campus à vivre
Notre chaîne Youtube