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RELATIONSHIP MANAGEMENT & CRM

2016-2017

IESEG School of Management ( IÉSEG )

Code Cours :

1617-IÉSEG-MDM1S1-MKT-MDMCE06UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
MSc in Digital Marketing & CRM1S1English
Professeur(s) responsable(s)N.DEMOULIN
Intervenant(s)Nathalie Demoulin Isabelle Busine Stevy Matton


Pré requis

Marketing management

Objectifs du cours

At the end of the course, the student should be able to:
- Understand the implication of companies strategy transition from transactional product centric approach to a relational consumer centric approach
- Master the key concepts of relationship marketing such : trust, commitment, satisfaction and loyalty
- Understand the added value of relationship marketing for the company
- Acquire an overall view of the main tools used to develop an efficient relationship marketing strategy

Contenu du cours

1. Marketing retrospective : from product to consumer centric approach
2. Relationship marketing and CRM
3. Relationship drivers
4. CRM strategy as a value creation process


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent work
Research8,00  
Independent study
Estimated personal workload10,00  
Group Project16,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Presentation
  • Seminar
  • Interactive class
  • Case study


Évaluation

Type de ContrôleDuréeNombrePondération
Final Exam
Written exam2,00160,00
Others
Case study0,00240,00
TOTAL     100,00

Bibliographie

  • Bruhn M. (2003), Relationhip marketing – Management of Customer Relationship, Prentice Hall. -

  • Kumar, V., Reinartz,W., (2012) Customer Relationship Management, second edition, Springer. -

  • Egan J. (2008) Relationship marketing Exploring relational strategies in marketing, Third edition, Pearson Education Limited. -


Ressources internet



 
* Informations non contractuelles et pouvant être soumises à modification
 
 
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