The service-dominant view implies a more individual customer centered and relationship driven nature of marketing replacing conventional product-centric firm strategies. Since the customer relationship management (CRM) "revolution" has swept over many industries, an increasing number of marketing managers see customers as intangible assets of a firm, which need to be valued and managed carefully. Furthermore, online marketing environments enable managers to design new approaches to interact with their customers.
This course develops an understanding of concepts such as customer centricity, customer lifetime value, customer equity, or customer retention and discuss how data-rich environments and data science (will) impact marketing practice.Syllabus
Title
2062 Customer Relationship Management
Instructors
Univ.Prof. Dr. Thomas Reutterer, Filipe Sengo Furtado, Ph.D.
Type
PI
Weekly hours
2
Language of instruction
Englisch
Registration
09/06/16 to 09/26/16
Registration via LPIS
Registration via LPIS
Notes to the course
Subject(s) Bachelor Programs
Dates
| Day | Date | Time | Room |
|---|---|---|---|
| Monday | 10/10/16 | 02:00 PM - 08:00 PM | D2.0.374 |
| Tuesday | 10/11/16 | 10:00 AM - 12:30 PM | D2.0.326 |
| Tuesday | 10/11/16 | 02:00 PM - 05:00 PM | LC.-1.038 |
| Monday | 10/17/16 | 02:00 PM - 05:00 PM | TC.4.13 |
| Monday | 10/17/16 | 05:00 PM - 08:00 PM | TC.5.14 |
| Wednesday | 10/19/16 | 01:30 PM - 04:30 PM | D2.1.491 |
| Tuesday | 10/25/16 | 02:00 PM - 06:00 PM | TC.5.18 |
The aim of this course is to provide students with a profound understanding of the opportunities and challenges provided by CRM applications. More specifically, the course will provide students with insights on:
- What is the idea and the specific managerial value of building long-term customer relationships?
- How can customer-centricity and CRM enhance organizational performance?
- What is the strategic importance of CRM and how are CRM strategies implemented?
- What is the role of measuring and managing customer satisfaction, customer loyalty, customer profitability, and lifetime value?
- How are basic CRM concepts and tools used in practice?
The course will be taught in a bilingual setting: While most of the lectures and conceptual sessions will be deliverd in German language, group projects and coaching sessions will be discussed in English.
The course integrates various teaching methods such as interactive lectures, class discussions, case analyses, company visits (this is tentative - we are still talking to our corporate partners) and group work. Substantial classroom discussion is encouraged and expected. Attendance and participation in class discussions is critical to the success of the course and will be part of your grading. Classes will begin on time so do not arrive late. Students are required to take the exam and turn in assignments at their scheduled times.
Course materials:
- To get prepared for in-class case discussions a case study package will be provided for the students in the first class session.
- Daily student packages including reading assignments, course slides,datasets, case questions for the respective day will be provided via the learn@wu platform in due course.
- A textbook covering most of the aspects discussed in class is: Kumar, V. and Werner Reinartz (2012), Customer Relationship Management: Concept, Strategy, and Tools, Springer Berlin Heidelberg. While it is worthwile to have a copy of this textbook at hand, there is no necessity to purchase it. An online version of the textbook is available via the WU Library (see http://permalink.obvsg.at/wuw/AC08984761)
Grading is based on the following components:
- In-class participation (10%)
- Case work (50%)
- CRM group project (40%)
While the course remains open for incoming students it is designed for students of the WU Bachelor's specialization (SBWL) in Service & Digital Marketing. A basic understanding of marketing management and marketing research is required for successful participation.
Last edited: 2016-09-11
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