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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)V.PAUWELS
Intervenant(s)MORY VIRGINIE / RHOME JULIEN (2 sessions out of 4)

Objectifs du cours

At the end of the course, the student should be able to:

to operate successfully in a global marketing environment and formulate a successful digital marketing strategy and manage successfully customer relationship

On an operational point of view, students will :
- Better understand how CRM and sales can collaborate effectively driving sales performance
- Better devise realistic and measurable CRM sales goals: Client Retention, Cross-Selling, Referral Tracking, On-Boarding and Key Account Management.
- Better plan and execute effective sales campaigns through integrated CRM systems.
- Understand the sales and business metrics, for optimum sales performance measurement with a CRM system.
- Understand how to use a SAAS solution such as Salesforce to reinvent global customer experience end sales performance.

Contenu du cours

The first course will be a Magistral course explaining the positioning of SALESFORCE solution as a global platform integrating digital, CRM, customer service, community and sales OBJECTIVES. The 3 following courses will be interactive in order for each student to build its own SALESFORCE environment, then build a specific APPLICATION within this environment and finally work on a specific DATA BASE.

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class12,00  
Independent study
Individual Project36,00  
Charge de travail globale de l'étudiant52,00  

Méthodes pédagogiques

  • Presentation
  • E-learning
  • Project work
  • Interactive class


SALESFORCE solution should be seen a specific tool for companies to drive their business customizing it with their own specific vision, The students will customise and play with the tool in order to integrate the SALESFORCE philosophy and win points getting more and more senior on the solution; A minimum of 4000 points will be required; . QUIZZ .

Type de ContrôleDuréeNombrePondération
Continuous assessment
TOTAL     100,00

Ressources internet

* Informations non contractuelles et pouvant être soumises à modification
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