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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
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

A. Understand and define the importance of Small and Medium-sized Enterprises (SMEs) in the global economy
B. Understand the nature of marketing and CRM in SMEs
C. Critically review the use of technology such as social media and analytical tools to support CRM in SMEs
D. Work in an international and intercultural environment
E. Integrate various business disciplines and functions
F. Foster innovation supported by analytical aptitudes, appropriate methodologies and problem solving skills
G. Be effective communicators

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
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 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
Individual Project0,00110,00
Group Project0,00050,00
Continuous assessment
TOTAL     100,00


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

  • Case studies on CRM -

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

  • Thus reading will be recommended on a daily basis, but a useful textbook would be: Carson, D., Cromie, S., McGowan, P. and Hill, J. (1995), Marketing and Entrepreneurship in SMEs: An Innovative Approach, Prentice Hall, Londons -

Ressources internet

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