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RELATIONSHIP MANAGEMENT & CRM

2017-2018

IESEG School of Management ( IÉSEG )

Code Cours :

1718-IÉSEG-MDM1S1-MKT-MDMCE06UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
MSc in Digital Marketing & CRM1S1English
Professeur(s) responsable(s)N.DEMOULIN
Intervenant(s)Stevy Matton


Pré requis

Marketing Strategy

Objectifs du cours

At the end of the course, the student should be able to:
- Understand the implication of companies strategy transition from transactional product centric approach to a relational consumer centric approach
- Master the key concepts of Customer Relationship Management
- Understand the added value of relationship marketing for the company
- Acquire an overall view of the main tools used to develop an efficient relationship marketing strategy

Contenu du cours

1. Marketing retrospective : from product to consumer centric approach
2. Relationship marketing and CRM
3. Relationship drivers
4. CRM strategy as a value creation process


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent work
Research8,00  
Independent study
Estimated personal workload12,00  
Group Project14,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Presentation
  • Interactive class
  • Case study


Évaluation

Type de ContrôleDuréeNombrePondération
Final Exam
MQC1,00124,00
Written exam1,00136,00
Others
Case study0,50340,00
TOTAL     100,00

Bibliographie

  • Bruhn M. (2003), Relationhip marketing – Management of Customer Relationship, Prentice Hall. -

  • Kumar, V., Reinartz,W., (2012) Customer Relationship Management, second edition, Springer. -

  • Egan J. (2008) Relationship marketing Exploring relational strategies in marketing, Third edition, Pearson Education Limited. -


Ressources internet



 
* Informations non contractuelles et pouvant être soumises à modification
 
 
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