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Establishment
Teaching content
MARKETING
Training officer(s)
K.COUSSEMENT
Stakeholder(s)
K.COUSSEMENT
Présentation
Prerequisite
Participants should be aware of the basic management principles.
Goal
1. Understanding the key concepts of CRM and the importance of analytics for improved marketing decision making.
2. Measuring and managing the customer experience along the customer lifecycle.
3. Getting familiar with different types of analytical CRM approaches
2. Measuring and managing the customer experience along the customer lifecycle.
3. Getting familiar with different types of analytical CRM approaches
Presentation
1. Customer relationship management (CRM): Conceptual foundations & its applications, Impact of CRM on business performance & the customer lifecycle
2. Types of CRM analyses, Capita selecta: Hot & emerging analytical CRM applications
3. aCRM: the process, Descriptive & Predictive analyses
2. Types of CRM analyses, Capita selecta: Hot & emerging analytical CRM applications
3. aCRM: the process, Descriptive & Predictive analyses
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 16,00 | ||
| Travail personnel | |||
| Individual Project | 24,00 | ||
| Charge de travail personnel indicative | 10,00 | ||
| Overall student workload | 50,00 | ||
Evaluation
The course assesment's mechanism makes use of a blended evaluation making use of group and individual evaluation.
Ressources
Bibliography
K. Coussement, K.W. De Bock and Scott A. Neslin (Eds.), Advanced Database Marketing: Innovative Methodologies & Applications of Managing Customer Relationships, Gower Publishing, London (United Kingdom) (2013 -