CRM

Scholar Year: 2023/2024 - 2S

Courses

Head Teacher Responsability Mário Luís Pereira Cravidão Head

Weekly workload Hours/week T TP P PL L TC E OT OT/PL TPL O S Type of classes 3 2 Lectures Type Teacher Classes Hours Theoretical Totals 1 3,00 Laboratories Totals 2 4,00

Teaching language

Portuguese

Intended learning outcomes (Knowledges, skills and competencies to be developed by the students)

This course goal is to enable students to acquire the latest knowledge on Relational Marketing and CRM. This implies the development of the capacity to critically reflect upon the role of each individual client and the management of the client’s relationships with the enterprise. This critical reflection enables the development of innovative and creative business models that may substitute traditional approaches. This capacity is developed through the analysis of international case-studies.

Syllabus

1- ORGANISATIONAL CHANGES: FROM CONQUERING TO ESTABLISHING RELATIONSHIPS
1. The different economic eras
2. Mass production and mass marketing
3. The importance of managing relationships

2- THE ENTERPRISE AND RELATIONAL MARKETING

A) The need for Personalised Relationship
4. Global competition and the need for 1:1 relationship
5. Relational Marketing as a solution
6. The new competitive rules
7. The benefits of a learning relationship
8. The importance of the client’s identification

B) Migrating to Relational Marketing
9. Competition related to the client’s dimension
10. The role of the 1:1 enterprise
11. Customer Value and the Client’s typology according to its value
12. Determining Life Time Value (LTV) and strategies to raise it
13. Migration strategy
14. Strategic Map for the 1:1 enterprise
15. Market participation versus client participation

C) The four strategies of Relational Marketing
16. The Model of I.D.I.P.
17. Mass customisation
18. Application areas of mass customisation
19. Differentiating Customer Value

3 – RELATIONAL MARKETING AND THE NEED FOR CRM

A) CRM as a Marketing 1:1 tool
20. Definitions of CRM
21. The importance of CRM and its objectives
22. Enterprise Resource Planning (ERP) systems and its functional modules
23. Enterprise Relationship Management: linking CRM and ERP
24. The structure of the productive processes and their impact over customisation

B) The different types of CRM
25. CRM Analytical, Operational and Collaborative
26. Integrating CRM
27. The CRM phases: to acquire, to optimize and to create loyalty

C) Global Model for Managing Relationships
28. The importance of Client’s contact convenience
29. Managing Contacts and Events
30. Global Model for managing Relationship Channels
31. Client focused Call Center
32. The new Centre for interaction with the Client (CIC)
33. Rules for the creation CIC and the success of its management
34. CRM on the Web
35. Sales Force Automation
36. Marketing Automation
37. Integrating CRM and other systems

D) Predictable Constraints in the implementation of CRM
38. The implementation of CRM
39. Needs related to a correct implementation
40. Managing a CRM project

E) Organisational and Cultural Changes
41. Organisational and Cultural Changes
42. Guaranteeing Organisational and Cultural Changes

F) CRM in the SME’s markets
43. Background
44. SME’s characteristics
45. Advantages of CRM for SME’s

G) Potential Suppliers of CRM
46. Suppliers
47. CRM Systems

Software

Insightly

Demonstration of the syllabus coherence with the UC intended learning outcomes

Lectures and Lab classes

Teaching methodologies

Customer Relationship Management is a tutoring subject to explain main theoretical concepts and exercises as well as the CRM Software (Insighty).

Demonstration of the teaching methodologies coherence with the curricular unit's intended learning outcomes

- Individual test (T)

Assessment methodologies and evidences

Final Mark = 100% (T)

In case of less than 10 values, students must go to an Exam. Final grade should be at least 10 values.

Attendance system

Época Normal or Época Recurso exams should be equal or higher to 10 values for Final Assessement Approval.

Main Bibliography