Customer Relationship Management


The course is a tool for future data management scientists, as it intends to provide an insider’s overview of how to analytically and strategically recognize, collaborate and deploy Customer Relationship Management in a company to maximize the value of and for each customer.

You will learn different ways to learn about customers (identifying), how to segment them (differentiating), how to approach and communicate with them (interacting) and what the best value propositions are for them (customizing).

You’ll also learn to evaluate the success of a CRM strategy – key to support decision-making in Marketing.

The class is organized in teams of 5/6 students, each carrying out their own CRM project, under the management problem briefed by the client in the beginning of the term. The project will evolve with the progression of the theoretical classes and aims at giving students a hands-on experience.

A company TBA will be our partner for this semester’s Customer Relationship Management project.

General characterization





Responsible teacher

Elizabete Margarida Figueiredo Cardoso


Weekly - Available soon

Total - Available soon

Teaching language




Recommended book:

  • PEPPERS, Don & ROGERS, Martha: Managing Customer Relationships: A Strategic Framework, 2nd Edition (Wiley)

  • Interesting additions to your library:

  • GUPTA, Sunil: Managing Customers as Investments, 2005, Pearson
  • BUTTLE, Francis: Customer Relationship Management - Concepts and Technologies, 2008, Elsevier
  • ROGERS, David: The Network is Your Customer (Yale University Press)

  • Class webpage (Moodle; pwd: crm 2017):

  • This will have all the documents necessary: syllabus (with semester planning), class slides, data files, warnings, etc.
  • It important that students check the webpage regularly for changes.
  • Teaching method

    The course intends to complete a theoretical framework with hands-on experience, and so there will be 2 different types of class:

    • Theoretical classes - typical, whole class sessions, in which the foundations of CRM as examined.

    • Team sessions - single group classes in which students present the progress of their work (deliverables are predetermined in course planning) and receive feedback on improvements and next steps. Each session allocates 15 minutes for group presentation + 15 minutes for instructor feedback. All group members must be present and, prior to each Team Session, the group must always upload their presentation – with numbered slides and in pdf format – onto the corresponding moodle assignment in the class webpage.

    Evaluation method

    • Group project: 65%

    • Final report grade: 25%

    • Peer evaluation: 15%

    • Team sessions quality (3 across semester): 20%

    • Individual evaluation: 5%

    • Final exam: 35% (Min. 8, 5 to pass)

    Subject matter

  • CRM origins and evolution; Diagnosing CRM level in a company and the IDIC model;
  • Briefing on client; Identifying and differentiating customers;
  • Segmentation: techniques, models and cases;
  • Interacting with the customer and the role of social media;
  • Benchmarking CRM practices across industries;
  • Privacy, permission marketing and mass customization;
  • Measuring sucess and campaign analysis;
  • Company CRM diagnosis;
  • Customer analytics - deriving value;
  • Organizing, managing and setting the future of the profitable customer-strategy enterprise;
  • Company CRM Plan Evaluation + LTV approach proposal
  • Programs

    Programs where the course is taught: