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LOYALTY PROGRAMME & CRM

2017-2018

IESEG School of Management ( IÉSEG )

Code Cours :

1718-IÉSEG-MDM1S1-MKT-MDMCE07UE

MARKETING


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


Pré requis

Relationship management and CRM

Objectifs du cours

At the end of the course, the student should be able to:
-Carry out a customer satisfaction index, complete a satisfaction matrix and if needed understand what corrective actions could be taken
-Organize a system to listen to the voice of the customer and be responsive to it
-Understand what is at stake and the key steps to develop efficiently customers’ loyalty
-Know how to put in place a comprehensive customer loyalty program and measure its performance

Contenu du cours

1. Customer satisfaction: measurement and actions
2. Customer listening
3. Designing customer retention and recovery strategies
4. Loyalty program design


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent work
Research8,00  
Independent study
Group Project12,00  
Estimated personal workload14,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Presentation
  • Seminar
  • Project work
  • Interactive class
  • Case study


Évaluation

Type de ContrôleDuréeNombrePondération
Continuous assessment
Participation16,00110,00
Others
Case study0,00270,00
Individual Project0,00120,00
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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