CRM AND CUSTOMER ANALYTICS
Learning outcomes of the course unit
At the end of the course, students will hopefully gain the following skills:
• Understanding of the theoretical framework of CRM
• Understanding of CRM strategies
• Ability to think analytically and develop basic and advanced analyses
• Ability to master CRM metrics and CRM statistical methods
• Working experience with real data
• Understanding of recent issues in CRM
• Improvement of teamwork and communications skills and development of a deadline orientation
• Ability to work under stress conditions
Knowledge of the English language at the B1/b2 level is required.
Course contents summary
The content of the course is still in a development stage, so the definitive syllabus could be slightly different.
The course is divided into three main parts.
The first part includes the foundations of CRM and the strategic vision of CRM. In this part the students will learn customer relationship management strategies. This necessitates a theoretical understanding of the customer relationship management process and implementation.
The second part is largely focused on Analytical CRM. Analytical CRM will be studied with a deep practical approach, by:
- Gaining an understanding of marketing metrics and models useful to analyse the customer base
- Identifing key analytical issues and solution to develop a successful relationship with customers
- Training students in the application of descriptive and predictive analytics by using Excel and SPSS
- Getting hands dirty with data by working in teams on real data provided by one or several marketing companies that are partners of our University (evaluation of the partners is still in progress)
The third part focuses specifically on future issues in CRM. This part of the course will deal with prospect issues in CRM such as Consumer Privacy Concern, Omnichannel Customer Experience Management and Social Media Analytics. This part will be focused on the latest research projects developed by the Osservatorio Fedeltà UniPR, a University Research center on Customer Loyalty. Students will have the chance to get involved in the up to date marketing issues by working on case studies and studying academic research. Students will understand how companies can cope with a wide range of touchpoints and channels in order to deliver a successful customer experience, with the long-term aim of gaining customer loyalty.
Please contact the teacher if you need further information on the detailed course program. The extended program will be displayed in the next few months.
Reinartz and Kumar (2012) “Customer Relationship Management Concept, Strategy, and Tools”, Springer.
The course will be taught with a mix of lectures, case study discussions, groupworks and class presentations.
Assessment methods and criteria
Written examination. For further information on the final examination, please contact the teacher.
Please check professor's webpage for updates on course, exams, dates and times, office hours and so on.