Customer Relationship Management
Code
2389
Credits
3,5
Teacher in charge
Elizabete Margarida Figueiredo Cardoso
Teaching language
English
Objectives
The course intends to provide an insider s overview of how to recognize, collaborate and deploy Customer Relationship Management in a company to maximize the value of and for each customer. You will learn different ways to learn about customers (identifying), how to segment them (differentiating), how to approach and communicate with them (interacting) and what the best value propositions are for them (customizing).
You will also learn to evaluate the success of a CRM strategy key to support decision-making in Marketing. The class is organized in teams of 5/6 students, each carrying out their own CRM project, under the management problem briefed by the client in the beginning of the term. The project will evolve with the progression of the theoretical classes and aims at giving students a hands-on experience. MyGon will be our partner for this semester s Customer Relationship Management project.
Prerequisites
Subject matter
Bibliography
Teaching method
The course intends to complete a theoretical framework with hands-on experience, and so there will be 3 different types of class:
-Theoretical Classes- typical, whole class sessions, in which the foundations of CRM as examined.
-Practical Classes- whole class sessions in computer rooms (203) with access to SPSS to practice use of software on analysis. These classes are optional and offered to optimize your analysis efforts.
-Team Sessions- single group classes in which students present the progress of their work (deliverables are predetermined in course planning) and receive feedback on improvements and next steps. Each session allocates 15 minutes for group presentation + 15 minutes for instructor feedback. All group members must be present and, prior to each Team Session, the group must always upload their presentation with numbered slides onto the corresponding Moodle assignment in the class webpage.
Evaluation method
Group Project: 65%
Final Report grade: 25%
Peer Evaluation: 15%
Team Sessions quality (3 across semester): 20%
Individual evaluation: 5%
Final Exam: 35% (Min. 8, 5 to pass)