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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 , MC.THAO
Intervenant(s)Pr Paul HARRIGAN and Marie Claire THAO (PhD)

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 CRM in a business-to-business context. Internet technologies supporting it

The student should have a fundamental understanding of communications theory and practice, as well as a global knowledge of digital tools and social media.

Objectifs du cours

At the end of the course, the student should be able to :
Explain how CRM, sales and lead generation can collaborate effectively in B2B environments
• Understand how to effectively integrate effectively B2B Marketing, sales and customer relations in a CRM system while understanding key objectives and metrics.
• Understand how to use activity-based CRM analytics to measure and optimize B2B activities

. Explain how digital channels are used in B-to-B corporations to convey their Corporate and Social Responsibility (CSR) vision and strategies while addressing their audiences (corporate or marketing)
. Understand how digital channels - mainly websites and social media - are leveraged and articulated in order to meet communications and business objectives, as well as the appropriate KPIs
. Understand the key principles through which cooperation is brought to life within international and matrix-type organizations when conducting digital cross-channel action plans .

Contenu du cours

This course will reflect the importance of CRM in business-to-bussines context, in which the vast majority of all trade occurs. We will discuss the appropriateness of CRM to business-to-business settings, and how they differ from consumer settings. We will discuss the strategies adopted, the tactics and technologies used, the metrics and analytics employed and the performance outcomes.

Specific contents will include:
Defining Customer Relationship Management (CRM)
The business-to-business context
CRM strategies and objectives in B2B
CRM technologies
Customer engagement in CRM
Customer data acquisition, management and analysis in CRM

Teaching will involve two afternoon sessions by Pr Harrigan delivering a mix of theoretical and practical content on CRM in business-to-business. These will include lecture presentations and team work on case studies. This element of the course will make up 9 hours.

The remaining 6 hours will consist of parallel tutorial sessions ran by a CRM professional

The tutorial sessions will be based on various examples taken out from the most recent benchmarks on digital marketing and communications in B2C and B2B companies. We will discuss the strategies adopted, the tactics and technologies used, the metrics and analytics employed and the performance outcomes. .

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 projects consisting of two team presentations (15 + 20 minutes)
- MCQ exam in class
- Student participation in the course

Type de ContrôleDuréeNombrePondération
Continuous assessment
Final Exam
Oral exam0,75125,00
TOTAL     100,00


  • This course will draw on material from a range of sources, such as: 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

* Informations non contractuelles et pouvant être soumises à modification
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