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Establishment
Language of instruction
English
Teaching content
MARKETING
This course occurs in the following program(s)
IESEG Degree - Programme Grande École
- Crédits ECTS: 2.00
Training officer(s)
R.ABRAMOVICH
Stakeholder(s)
R.ABRAMOVICH
Présentation
Prerequisite
B2B Marketing notions and foundation of Marketing is ideal to follow this course. Understanding os Sales is also ideal. The course is not about IT Tools implementation, but students are required to know at least the basics of Marketing and sales automation tools.
Goal
At the end of the course, the student should be able to understand the strategic and the basic aspects of CRM. More specifically:
- The link between CRM and Loyalty
- Segmented and personlized services and understand how to set up CRM activities to target different goals
- Understand how Customers journeys influence the relationship and efforts a company must make
- Understand the sales side of CRM and how to bridge the marketing side
- Look at technology as enabler and be more knowledgea about how digital impact the ability to identify, target, manage and drive customer loyalty
- Understand the business impact of being customer centric and customer focused.
3.A Breakdown complex organizational problems using the appropriate methodology
3.B Propose creative solutions within an organization
5.D. Make effectual organizational decisions
6.A Thoroughly examine a complex business situation
- The link between CRM and Loyalty
- Segmented and personlized services and understand how to set up CRM activities to target different goals
- Understand how Customers journeys influence the relationship and efforts a company must make
- Understand the sales side of CRM and how to bridge the marketing side
- Look at technology as enabler and be more knowledgea about how digital impact the ability to identify, target, manage and drive customer loyalty
- Understand the business impact of being customer centric and customer focused.
3.A Breakdown complex organizational problems using the appropriate methodology
3.B Propose creative solutions within an organization
5.D. Make effectual organizational decisions
6.A Thoroughly examine a complex business situation
Presentation
*Definition and Customer expectations
*Strategic point of view ; evolution and reason why crm is so important for customer driven business
• CRM the Big Picture and what it means the theory of CRM and dismistify the CRM Tools
• The must know CRM concepts - Lifetime value, loyalty, retention, experience, NPS, influencer - Exercices to learn well the concepts
• Customer management Strategy
• Case studies to understand running programs in B2C and B2B environments.
• Selling in a B2B world and usage of CRM with data integration
• Transversal impact of CRM in organizations
*Strategic point of view ; evolution and reason why crm is so important for customer driven business
• CRM the Big Picture and what it means the theory of CRM and dismistify the CRM Tools
• The must know CRM concepts - Lifetime value, loyalty, retention, experience, NPS, influencer - Exercices to learn well the concepts
• Customer management Strategy
• Case studies to understand running programs in B2C and B2B environments.
• Selling in a B2B world and usage of CRM with data integration
• Transversal impact of CRM in organizations
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 8,00 | Article questions. cases made together, Practical exercises, presentation and debate. | |
| Coaching | 2,00 | Answering any questions individually. Checking and comments on the collective work. | |
| Cours PBL | 6,00 | Exercises enabling students to propose an accurate CRM response & strategy. | |
| Autoformation | |||
| Lecture du manuel de référence | 6,00 | ||
| Travail personnel | |||
| Group Project | 10,00 | ||
| Charge de travail personnel indicative | 8,00 | ||
| Overall student workload | 40,00 | ||
Evaluation
The assessment will be based on four criteria :
- Class Exercises and active participation
- Individual preparation work for each session including reading case studies material -
- Group work using the CRM platforms and the business cases provided
- Class Exercises and active participation
- Individual preparation work for each session including reading case studies material -
- Group work using the CRM platforms and the business cases provided
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| Contrôle continu | 0,00 | 0 | 20,00 |
| Exercices | 0,00 | 0 | 40,00 |
| Autres | |||
| Etude de cas | 0,00 | 0 | 40,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
Enhancing customer-needs-driven CRM strategies : core sellin teams, knowledge management competence,and relationship marketing competence - Arnett, Dennis B.; Badrinarayanan, Vishag. Journal of Personal Selling & Sales Management. Fall2005, Vol. 25 Issue -
Internet resources