5.00 credits
30.0 h
Q2
Teacher(s)
Boucau Pierre-Yves (compensates Kervyn de Meerendré Nicolas); Kervyn de Meerendré Nicolas;
Language
English
Prerequisites
None
Main themes
Who are my most profitable customers?
How can I optimize word-of-mouth on social media?
How can I foster customer loyalty?
In saturated markets, relational marketing is taking more importance relative to transactional marketing. Companies need to create long-lasting relations online and offline with their customers in order to maximize their share-of-wallet instead of trying to maximize their market share. This relational approach is particularly relevant (but no limited) to services marketing and business to business marketing.
This course will present the theories and models of customer relationship management and apply them through case studies. Based on these case studies, students will learn how to develop a comprehensive marketing plan using a CRM approach.
How can I optimize word-of-mouth on social media?
How can I foster customer loyalty?
In saturated markets, relational marketing is taking more importance relative to transactional marketing. Companies need to create long-lasting relations online and offline with their customers in order to maximize their share-of-wallet instead of trying to maximize their market share. This relational approach is particularly relevant (but no limited) to services marketing and business to business marketing.
This course will present the theories and models of customer relationship management and apply them through case studies. Based on these case studies, students will learn how to develop a comprehensive marketing plan using a CRM approach.
Learning outcomes
At the end of this learning unit, the student is able to : | |
| 1 |
During their programme, students of the LSM Master's in management or Master's in Business engineering will have developed the following capabilities'
|
Content
1. The relational marketing approach: The traditional concepts of strategic and operational marketing will be revisited with a focus on the customer journey with the company. The growing influence of big data in this approach will be highlighted.
2. Customer Experience : Understand how to manage customer experience by tracking and structuring it. Understand how the customer experience influence customer acquisition and loyalty.
3. Relational approach to service marketing: In the service marketing, the quality of the service is intrinsically related to the quality of the relation established with the customer. Models of service satisfaction and ways to maximize that satisfaction will be reviewed.
2. Customer Experience : Understand how to manage customer experience by tracking and structuring it. Understand how the customer experience influence customer acquisition and loyalty.
3. Relational approach to service marketing: In the service marketing, the quality of the service is intrinsically related to the quality of the relation established with the customer. Models of service satisfaction and ways to maximize that satisfaction will be reviewed.
Teaching methods
The format is based on active learning and includes lectures, student presentations, case studies, and class discussions.
Evaluation methods
Continuous evaluation (100%)
The course content will be evaluated through a group assignment. The goal is to develop the Customer Relationship Management of a company.
The course content will be evaluated through a group assignment. The goal is to develop the Customer Relationship Management of a company.
Online resources
Cfr Moodle
Bibliography
The exact list of references will be quoted or provided via Moddle. Examples of references include :
- Peelen, E & Beltman R. (2014) Customer Relationship Management, Pearson
- Richardson N., James J., Kelley N. (2015) Customer-Centric Marketing: Supporting Sustainability in the Digital Age, Kogan page
- Fournier S., Breazeale M. & Avery J. (2015) Strong Brands, Strong Relationships, Routledge
- Peelen, E & Beltman R. (2014) Customer Relationship Management, Pearson
- Richardson N., James J., Kelley N. (2015) Customer-Centric Marketing: Supporting Sustainability in the Digital Age, Kogan page
- Fournier S., Breazeale M. & Avery J. (2015) Strong Brands, Strong Relationships, Routledge
Faculty or entity
CLSM
