Customer Relationship Management Systems


Customer Relationship Management (CRM) as a business strategy supported on technology has seen a growing adoption by organizations all around the world. However, the success of this adoption is not guaranteed. It's important to have a clear vision around business requirements, from strategy to processes, and at the same time understand how technology, specially CRM Systems, can help to operacionalize those requirements.

THe objectives of this unit are:
1.Understand what a CRM System is and to map functionalities with business requirements.
2.Define the customer journey, the different phases and how to manage them.
3.Identify the most important modules and features of a CRM System.
4.Understand the relevant aspects of planning and implementing a CRM system.
5.Identify the value and advantages of a CRM System and which metrics can be used to measure success.

General characterization





Responsible teacher

André Martins Mestre


Weekly - Available soon

Total - Available soon

Teaching language

Portuguese. If there are Erasmus students, classes will be taught in English




•Buttle, Francis. Customer Relationship Management – Concepts and Technologies. Butterworth-Heinemann - 3rd Edition, March 2015

•Kostojohn, Scott. CRM Fundamentals. Apress Academics. 2011

•Payne, Adrian. Handbook of CRM: Achieving Excellence in Customer Management. BH. 2012

•Wolenik, Mark. Microsoft Dynamics CRM Unleashed. SAMS. 2016

Teaching method

Theoretical and practical classes (supported in Microsoft technology).

Evaluation method

Practical exercises and final exam.

Subject matter

Kick-off; Introduction: CRM concepts
Customer Lifecycle, Retention and Development
Sales Force Automation; Introduction to Microsoft Dynamics 365
Marketing; Customer Service
Seminar # 1: TBC
Microsoft Dynamics 365: Introduction; Administration and Configuration - Labs
Microsoft Dynamics 365: Sales App - Labs
Microsoft Dynamics 365: Customer Service App - Labs
Microsoft Dynamics 365: Customizations and Extension - Labs
Microsoft Dynamics 365: Labs
Seminar #2: TBC
Adoption and Implementation Success Factors; Seminar #3
Gamification, Social and Mobile CRM
Analytical CRM