Customer Relationship Management Systems


Customer Relationship Management (CRM), as a business strategy supported by technology, has recently being more and more adopted worldwide by companies in every industry. Nevertheless, the success of this adoption is not always guaranteed. For that it is important to have a clear view around business requirements, from strategy to processes, and understand how can technology be used in the most valuable way possible.
Therefore, the objectives of this course are as follows:
1. Understand what a CRM system is and how these systems help answering to business requirements
2. Define the customer lifecycle, its phases and how to manage it
3. Identify the tipical modules of a CRM system and their functionalities
4. Understand the most important topics to notice while planning and implementing a CRM system
5. Understand the value of a CRM system implementation and how 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

Practical and theoretical lectures.
In theoretical classes we explore the concepts and principals of customer relationship management from business strategy to technology.
Practical classes will be focused on Microsoft Dynamics CRM Online and in applying the theoretical concepts in this specific CRM System.

Evaluation method

Participation in classes: 5%Workclass assignments: 5%
Group work: 45% 1st delivery and presentation: 10%
2nd delivery and discussion: 25%
Final exam: 45%
"American test"

Subject matter

Part I:
1.Introduction - CRM concepts
2.Customer Lifecycle
3.Sales force management: lead management, opportunities, product catalog, sales goals, etc.
4.Marketing: customer segmentation, campaign management and execution, campaign responses and ROI, etc.
5.Customer Care and Service: contract management, service scheduling, incidents, knowledge base, etc.
6.Planning and Implementing a CRM System - Success factores and Roadmap
7.Market solutions and software vendors
9.Extended CRM - from customer relationship to any relationship
10.Social CRM

Part II: Labs
1.Microsoft Dynamics CRM Online Overview
2.Administration and customizations
3.Sales, Marketing e Service
4.Business Intelligence (BI) and information management