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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, and of digital tools and social media. This course does not have a general focus on CRM, but focuses specifically on CRM and CSR in a business-to-business context, and how digital technologies support both.

Objectifs du cours

At the end of the course, the student should be able to :
A. Understand and explain the importance of customer relationship management (CRM) in business-to-business (B2B) organisations
B. Understand and explain how digital channels are used in B2B organisations to convey their corporate social responsibility (CSR) vision and strategies
C. Understand how digital channels are leveraged and articulated in order to meet communications and business objectives, as well as the appropriate KPIs
D. Experience the main tools used to develop an efficient relationship management strategy
E. Understand the importance and the value added consequences of behaving ethically
F. Operate in a responsible manner and apply responsible behaviors
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

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.

Teaching will involve 9 hours delivered 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.

The remaining 6 hours will consist of parallel sessions ran by a CRM professional. This time will cover various examples taken from the most recent benchmarks on digital marketing and corporate social responsibility (CSR) communications in B2B organisations. 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
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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