Customer Development Process
Objectives
LO1:
Improves written and oral communication skills
LO2: Improves analytical thinking
LO3: Makes use of IT tools available for customer relationship managers
LO4: Encourages interpersonal relations and teamwork
LO5: Allows for diverse and multicultural work environment
L06: Provides learning experience in integrating knowledge across fields and
merging that with customer relationship management (CRM)
LO7: Teaches about financial theories, analysis, reporting and markets used in
CRM
LO8: Teaches about information technology and quantitative methods that relate
to data creation, sharing, analysis, modelling and reporting for CRM related
business purposes
LO9: Provides learning experiences in understanding how different business or
management discipline contribute to CRM
LO10: Makes learners aware of applicable legislation and regulation in the
field, and ethical practices
General characterization
Code
14206
Credits
2
Responsible teacher
Elizabete Figueiredo Cardoso
Hours
Weekly - Available soon
Total - Available soon
Teaching language
Portuguese | English
Prerequisites
Available soon
Bibliography
•
PEPPERS, Don & ROGERS, Martha: Managing Customer Relationships: A Strategic
Framework, 2nd Edition (Wiley)
• BUTTLE, Francis: Customer Relationship Management – Concepts and
Technologies, 2019, Routledge
• KUMAR, V. & REINARTZ W., Customer Relationship Management: Concept,
Strategy, and Tools, 2018, Springer
• KUMAR, V., Managing Customers for Profit, 2008, FT Press
• ROGERS, David: The Network is Your Customer (Yale University Press)
• GOLDENBERG, B., The Definitive Guide to Social CRM, 2015, Pearson
• BARAN, R., Customer Relationship Management, 2017, Taylor & Francis
Teaching method
Lectures
are carried out to convey key theories and models, before group sessions take
place to undertake hands-on desktop research and analysis with a practical
corporate example. The professor accompanies group sessions to provide live
feedback and encourage discussion.
Evaluation method
The
assessment of this curricular unit is done together with the block of
curricular units of the same area of knowledge. This assessment has 3 moments,
which together define the final grade of the curricular unit:
• Individual exam with a weighting of 50% of the total mark
• Group work with a weighting of 35% of the total grade value
• Individual reflection-action exercise carried out at the end of the
curricular unit, with a weighting of 15% of the total grade value. The set of
individual action-reflection exercises is a journaling activity, which will
constitute, at the end, a learning portfolio capable of synthesising the
contributions of the Executive Master for that student.
Subject matter
C1: CRM origins and evolution;
C2: Diagnosing CRM level in a company and the IDIC model
C3: Benchmarking best practices across businesses and industries
C4: Identifying and differentiating customers
C6: Segmentation: techniques, models and cases
C6: Interacting with the customer and the role of social media
C7: Automation and artificial intelligence in CRM: using ASR, NLU and NLP
C8: Privacy, GDPR, permission marketing
C9: Mass customization
C10: Measuring success and campaign analysis
C11: Customer analytics - deriving value
C12: Organizing, managing and setting the future of the profitable
customer-strategy enterprise
Programs
Programs where the course is taught: