Regarding student’s competences, the course mainly develops knowledge and reasoning, scientific and systematic approaches, personal development and to a lesser extent the other competences of the competency framework, i.e., corporate citizenship, innovation and entrepreneurship, professional development, teamwork and leadership as well as communication and interpersonal skills.
The Customer Relationship Management course aims at providing students with an understanding of the principles, techniques and practices of CRM, that is appreciate the complexity of valuing customers, of collecting and managing relationship data, of identifying and targeting the most profitable ones, of satisficing and retaining them. It also aims at sharing the excitement and the organizational, technological and strategic challenges that services companies face when implementing CRM solutions.
The topics and issues covered are
The evaluation of students will be made by means of a project (30-40%) and a written examination covering all the topics discussed in the classroom (70-60%). The exam will be composed of a theoretical part (concepts and theory) and an application part (exercise and/or short case study).
Course material and recommended readings
The course pack (slides) is available before the course on the web platform.
The two key reference textbooks are
Other readings:
| Training | Study programme | Block | Credits | Mandatory |
|---|---|---|---|---|
| Standard | 0 | 5 | ||
| Standard | 0 | 5 | ||
| Standard | 0 | 5 | ||
| Standard | 0 | 5 | ||
| Standard | 0 | 5 | ||
| Standard | 1 | 5 | ||
| Standard | 1 | 5 | ||
| Standard | 1 | 5 | ||
| Standard | 1 | 5 | ||
| Standard | 1 | 5 | ||
| Standard | 2 | 5 |