Customer Relationship Management Systems


Introduction to theoretical concepts related with CRM, from strategic to operational and strategic, as well as the connection to technology widely used to address common challenges by organizations. 

Focus on operational CRM and its' most frequent modules (Sales, Marketing, Customer Service). Introduction to Microsoft Dynamics 365, both from a funcional as well as administration/customization perspectives.

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, 4thEdition, 2019

¿Fatouretchi, Max. The Art of CRM: Proven strategies for modern customer relationship management. Packt, 2019

¿Pal, Mahender. Implementing Microsoft Dynamics 365 Customer Engagement. Packt, 2020

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
Customer Experience
Marketing, Sales Force Automation, and Customer Service
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: Customer Insights
Adoption and Implementation Success Factors