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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)
P.HARRIGAN
Stakeholder(s)
Paul HARRIGAN
Présentation
Prerequisite
The student should have a fundamental understanding of marketing theory and practice. This course will apply existing marketing theory to SMEs, and will have a particular focus on technology and CRM. However, prior skills in these areas are not required as this knowledge will be delivered during the course.
Goal
At the end of the course the student should be able to :
• Critically analyze the opportunities of marketing in SMEs with regard to CRM
• Critically review the use of technology to support CRM in SMEs
• Develop and evaluate CRM strategies for SMEs
• Demonstrate an international mindset (1.A)
• Successfully collaborate within a intercultural team (1.B)
• Communicate effectively in English (1.C)
• Propose creative solutions within an organization (3.B)
• Convey powerful messages using contemporary presentation techniques (4.C)
• Make effectual organizational decisions (5.D)
• Thoroughly examine a complex business situation (6.A)
• Critically analyze the opportunities of marketing in SMEs with regard to CRM
• Critically review the use of technology to support CRM in SMEs
• Develop and evaluate CRM strategies for SMEs
• Demonstrate an international mindset (1.A)
• Successfully collaborate within a intercultural team (1.B)
• Communicate effectively in English (1.C)
• Propose creative solutions within an organization (3.B)
• Convey powerful messages using contemporary presentation techniques (4.C)
• Make effectual organizational decisions (5.D)
• Thoroughly examine a complex business situation (6.A)
Presentation
This course will reflect the importance of Small and Medium-sized Enterprises (SMEs) in our economies. You will be introduced to their unique characteristics and how they differ significantly from larger organizations. You will learn about how they survive and actually flourish in the global economy using innovative approaches to marketing, particularly using technology in Customer Relationship Management (CRM).
Specific contents will include:
- The importance of Small and Medium-sized Enterprises (SMEs) in the global economy
- The challenges of marketing in SMEs
- The opportunities of marketing in SMEs with regard to Customer Relationship Management (CRM)
- Applying CRM theory SMEs
- CRM in SMEs in practice
- The use of technology such as websites, analytics and social media to support CRM in SMEs
- Internationalization of SMEs using CRM
- Applying CRM theory to SMEs
- The role of Government in supporting SMEs’ CRM activities
Specific contents will include:
- The importance of Small and Medium-sized Enterprises (SMEs) in the global economy
- The challenges of marketing in SMEs
- The opportunities of marketing in SMEs with regard to Customer Relationship Management (CRM)
- Applying CRM theory SMEs
- CRM in SMEs in practice
- The use of technology such as websites, analytics and social media to support CRM in SMEs
- Internationalization of SMEs using CRM
- Applying CRM theory to SMEs
- The role of Government in supporting SMEs’ CRM activities
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours magistral | 16,00 | ||
| Autoformation | |||
| Recherche | 6,00 | ||
| Travail personnel | |||
| Group Project | 16,00 | ||
| Charge de travail personnel indicative | 12,00 | ||
| Overall student workload | 50,00 | ||
Evaluation
The course will be assessed through:
• Team project consisting of a team report and a team presentation
• Critical self-reflection
• Student participation in the course
Written individual and class feedback will be provided to students within one week of the course's completion.
• Team project consisting of a team report and a team presentation
• Critical self-reflection
• Student participation in the course
Written individual and class feedback will be provided to students within one week of the course's completion.
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| Participation | 16,00 | 1 | 10,00 |
| Présentation orale | 0,25 | 1 | 30,00 |
| Autres | |||
| Projet Collectif | 0,00 | 1 | 50,00 |
| Rapport écrit | 0,00 | 1 | 10,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
Case studies on CRM -
Practitioner papers on CRM (e.g. from MyCustomer.com and EConsultancy) -
Journal articles on CRM (e.g. Journal of Marketing, Journal of Interactive Advertising, Journal of Marketing Management, Journal of Strategic Information Systems, International Journal of Electronic Commerce, Industrial Marketing Management) -
Reading will be recommended on a daily basis. -
Practitioner papers on CRM (e.g. from MyCustomer.com and EConsultancy) -
Journal articles on CRM (e.g. Journal of Marketing, Journal of Interactive Advertising, Journal of Marketing Management, Journal of Strategic Information Systems, International Journal of Electronic Commerce, Industrial Marketing Management) -
Reading will be recommended on a daily basis. -
Internet resources