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INTRODUCTION TO ANALYTICAL CUSTOMER RELATIONSHIP MANAGEMENT

2016-2017

IESEG School of Management ( IÉSEG )

Code Cours :

1617-IÉSEG-MDM1S1-MKT-MM1CI09UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
MSc in Digital Marketing & CRM1S1English
Professeur(s) responsable(s)K.COUSSEMENT
Intervenant(s)K.COUSSEMENT


Pré requis

Basic competencies in marketing

Objectifs du cours

At the end of the course, the student should be able to :
° identify the opportunities of analytical customer relationship management
° distinguish the drivers for effective analytical customer relationship management strategy

Contenu du cours

Nowadays, there is a tremendous increase in customer information which is available for the marketer. Indeed, companies are collecting different types of information from their customers like social media information, purchasing behavior, complaining behavior, socio-demographic information, etc. Consequently, knowing how to use this new information to improve customer relationships could be of high benefit for every marketer because better decisions could be based upon that. This course tries to fulfill the gap by introducing students to the field of analytical Customer Relationship Management, and more in particular, descriptive versus predictive analytics


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Independent work
Reference manual 's readings15,00  
Research4,00  
Independent study
Group Project15,00  
Face to face
Interactive class16,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Presentation
  • E-learning
  • Research
  • Project work
  • Interactive class
  • Case study
  • Coaching


Évaluation

Details will be given first lecture

Type de ContrôleDuréeNombrePondération
Continuous assessment
Participation5,00120,00
Others
Group Project10,00140,00
Written Report10,00140,00
TOTAL     100,00

Bibliographie

  • - Kristof Coussement, Koen W. De Bock, Scott A. Neslin. Advanced Database Marketing: Innovative Methodologies & Applications of Managing Customer Relationships. Gower (Ashgate) 2013. -

  • - Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin. Database Marketing: Analyzing and Managing Customers. Springer (2008). -




 
* Informations non contractuelles et pouvant être soumises à modification
 
 
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