Customer Relationship Management
At the conclusion of the course, the student should be capable of :
- Using a marketing information system, market research, and statistical techniques to recognize the status of the customer base in terms of customer types, customer value, and customer psychology;
- Suggesting financial and behavioral goals for customer segments or individuals, developing profit-enhancement and loyalty programs to increase the value of each segment or individual, and testing those programs for effectiveness.
Weekly - Available soon
Total - Available soon
Portuguese. If there are Erasmus students, classes will be taught in English
William G. Zikmund, Raymond McLeod, and Faye Gilbert: Customer Relationship Management: Integrating Marketing Strategy and Information Technology (Wiley 2003); Don Peppers and Martha Rogers: Managing Customer Relationships: A Strategic Framework (Wiley, 2004); David Shepard Associates: The New Direct Marketing: How to Implement a Profit-Driven Database Marketing Strategy, third edition (McGraw-Hill 1999); Arthur Hughes: Strategic Database Marketing: The Master Plan for Starting and Managing a Customer-Based Marketing Program, second edition (McGraw-Hill 2000); 0
Theoretical-practical classes and Project work developed during the semester.
Test (35%), Projects (65%), Class Participation (5%)
- Introduction to the disciplina: the problems of customer relationship management.
- Brief review of customer valuation, data structures, and marketing information systems.
- Customer touch-points, data collection, service quality, and information flow.
- Customer Relationship Strategy: differentiation of customers, goals for customers based on customer value and needs.
- Understanding the customer with customer segmentation tools.
- Theory of customer loyalty: types of loyalty, mediating relationship status constructs (trust, satisfaction, etc.).
- Effects of marketing actions on relationship status: drivers of customer equity.
- Statistical tools for predicting changes in relationship status.
- Developing profit-enhancing and loyalty programs.
- Testing and evaluating loyalty programs.
- Transforming the organization.
- Privacy law and ethics.
- The future of CRM.
Programs where the course is taught: