Customer Relationship Management Systems
Objectives
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
Code
400019
Credits
0.0
Responsible teacher
André Martins Mestre
Hours
Weekly - Available soon
Total - Available soon
Teaching language
Portuguese. If there are Erasmus students, classes will be taught in English
Prerequisites
N/A
Bibliography
¿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
Seminar
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
Programs
Programs where the course is taught:
- Specialization in Information Analysis and Management
- Specialization in Risk Analysis and Management
- Specialization in Business Intelligence
- Specialization in Data Science for Marketing
- Specialization in Digital Marketing and Analytics
- Specialization in Information Systems
- Specialization in Marketing Intelligence
- Specialization in Marketing Research and CRM
- specialization in Digital Transformation
- Specialization in Business Intelligence – Working Hours
- Laboral - Especialização em Data Science for Marketing
- Specialization in Digital Marketing and Analytics
- specialization in Information Systems - working hours
- Specialization in Marketing Intelligence
- Master Degree in Data Driven Marketing
- PostGraduate in Information Analysis and Management
- PostGraduate Risk Analysis and Management
- PostGraduate in Business Intelligence
- PostGraduate in Data Science for Marketing
- PostGraduate in Digital Enterprise Management
- PostGraduate Digital Marketing and Analytics
- PostGraduate Marketing Research e CRM
- PostGraduate in Information Management and Business Intelligence in Healthcare
- PostGraduate Information Systems Management
- PostGraduate in Marketing Intelligence
- PostGraduate in Enterprise Information Systems
- Pós-Graduação em Transformação Digital