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IESEG School of Management ( IÉSEG )

Code Cours :



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

Pré requis

The student should have a fundamental understanding of marketing theory and practice. This course will draw on existing marketing theory, 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

A. Understand and define Customer Relationship Management (CRM)
B. Critically review the use of technology such as social media and analytical tools to support CRM
C. Work in an international and intercultural environment
D. Integrate various business disciplines and functions
E. Foster innovation supported by analytical aptitudes, appropriate methodologies and problem solving skills
F. Be effective communicators

Contenu du cours

- Definitions and key concepts of Customer Relationship Management (CRM)
- Evolution of CRM; loyalty cards to the Internet to social media
- Technology in CRM
- Data in CRM
- Strategic CRM
- Organisational use of CRM; good and bad examples
- Case studies on CRM

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
  • Research
  • Project work
  • Interactive class
  • Case study


The course will be assessed through a team project, which includes a 2,000 word report and presentation. Students will also write an individual self-reflection of their learning. A portion of assessment is also allocated to student particpation on a day-to-day basis.

Regarding the team project, students, in small groups, will be asked to assume the role of a marketing consultancy to design and present a Social CRM strategy for a 'client'.. The team project requires teams of students to work together, sharing the workload, for which they will al receive the same mark

Type de ContrôleDuréeNombrePondération
Continuous assessment
Individual Project0,00110,00
Group Project0,00150,00
TOTAL     100,00


  • This course will draw on material from a range of sources, such as: - Journal articles (e.g. Journal of Marketing, Journal of Strategic Marketing, International Journal of Electronic Commerce) -

  • Case studies -

Ressources internet

* Informations non contractuelles et pouvant être soumises à modification
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