
Customer Relationship Management
Code
200072
Academic unit
NOVA Information Management School
Credits
7.5
Teacher in charge
Fernando José Ferreira Lucas Bação
Teaching language
Portuguese. If there are Erasmus students, classes will be taught in English
Objectives
At the conclusion of the course, the student should be capable of :
- Using a marketing information system, market research, and statistical techniques to recognize the status of the customer base in terms of customer types, customer value, and customer psychology;
- Suggesting financial and behavioral goals for customer segments or individuals, developing profit-enhancement and loyalty programs to increase the value of each segment or individual, and testing those programs for effectiveness.
Prerequisites
n.a.
Subject matter
- Introduction to the disciplina: the problems of customer relationship management.
- Brief review of customer valuation, data structures, and marketing information systems.
- Customer touch-points, data collection, service quality, and information flow.
- Customer Relationship Strategy: differentiation of customers, goals for customers based on customer value and needs.
- Understanding the customer with customer segmentation tools.
- Theory of customer loyalty: types of loyalty, mediating relationship status constructs (trust, satisfaction, etc.).
- Effects of marketing actions on relationship status: drivers of customer equity.
- Statistical tools for predicting changes in relationship status.
- Developing profit-enhancing and loyalty programs.
- Testing and evaluating loyalty programs.
- Transforming the organization.
- Privacy law and ethics.
- The future of CRM.
Bibliography
William G. Zikmund, Raymond McLeod, and Faye Gilbert: Customer Relationship Management: Integrating Marketing Strategy and Information Technology (Wiley 2003); Don Peppers and Martha Rogers: Managing Customer Relationships: A Strategic Framework (Wiley, 2004); David Shepard Associates: The New Direct Marketing: How to Implement a Profit-Driven Database Marketing Strategy, third edition (McGraw-Hill 1999); Arthur Hughes: Strategic Database Marketing: The Master Plan for Starting and Managing a Customer-Based Marketing Program, second edition (McGraw-Hill 2000); 0
Teaching method
Theoretical-practical classes and Project work developed during the semester.
Evaluation method
Test (35%), Projects (65%), Class Participation (5%)
Courses
- PostGraduate in Information Systems Governance
- Free Mover
- PostGraduate in Information Analysis and Management
- Mobilidade Universitária
- PostGraduate in Information Management and Business Intelligence in Healthcare
- PostGraduate in Enterprise Information Systems
- Mobilidade Universitária
- Post-Graduation in Knowledge Management and Business Intelligence
- PostGraduate Information Systems and Technologies Management
- Free Mover
- Specialization in Marketing Intelligence
- PostGraduate Risk Analysis and Management
- PostGraduate in Smart Cities
- PostGraduate in Digital Enterprise Management
- Specialization in in Information Analysis and Management
- PostGraduate Digital Marketing and Analytics
- PostGraduate in Knowledge Management and Business Intelligence
- Specialization in Knowledge Management and Business Intelligence – Working Hours Format
- PostGraduate in Marketing Intelligence
- PostGraduate in Intelligence Management and Security
- Specialization in Information Systems and Technologies Management
- Specialization in Knowledge Management and Business Intelligence
- PostGraduate in Knowledge Management and Business Intelligence
- Mobilidade Universitária
- Specialization in Risk Analysis and Management
- PostGraduate Marketing Research e CRM
- Laboral - Gestão do Conhecimento e Business Intelligence
- Specialization in Marketing Research and CRM
- Laboral - Gestão do Conhecimento e Business Intelligence