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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
MSc in Digital Marketing & CRM1S2English
Professeur(s) responsable(s)P.HARRIGAN , Y.MOYSAN
Intervenant(s)Pr Paul HARRIGAN and 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 explain the importance of electronic-customer relationship management (e-CRM) in organisations
B. Understand and explain the role of content marketing in e-CRM
C. Understand and explain the operational complexities of e-CRM
D. Distinguish the various communication channels of Internet marketing and understand their advantages and disadvantages
E. Experience the main tools used to develop an efficient relationship management strategy
F. Use customer data and transform data into actionable results in order to improve the customer relationships
G. Develop leadership qualities in order to manage projects in a changing environnement
H. Identify and set up solutions to combine continuous improvement with innovation

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
Independent work
Independent study
Group Project16,00  
Estimated personal workload12,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

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


The course will be assessed through:
- Team project and case studies consisting of two 15 minute team presentations
- MCQ exam in class
- Student participation in the course

Type de ContrôleDuréeNombrePondération
Continuous assessment
TOTAL     100,00


  • 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 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
Vidéo : Un campus à vivre
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