Checking date: 08/07/2020

Course: 2020/2021

CRM and Business Intelligence
Study: Master in Marketing (269)

Coordinating teacher: VIDAL SANZ, JOSE MANUEL

Department assigned to the subject: Department of Business Administration

Type: Compulsory
ECTS Credits: 3.0 ECTS


Description of contents: programme
1. Introduction to CRM: A Customer Centered/Focused Organisation 2. Customer Service Strategy: Impact on Sales & Marketing Strategy 3. CRM Evaluation 4. Measuring and monitoring business performance: Dashboards 5. KPIs and metrics 6. Web analytics.
Learning activities and methodology
The subjects will be bimodal 50% (synchronous online teaching in big or aggregate groups, face-to-face teaching in small groups).
Assessment System
  • % end-of-term-examination 40
  • % of continuous assessment (assigments, laboratory, practicals...) 60
Basic Bibliography
  • V. Kumar . Profitable Customer Engagement: Concept, Metrics and Strategies . Sage Publications India. 2013
  • V. Kumar and J. Andrew Petersen. Statistical Methods in Customer Relationship Management . Wiley & Sons. 2012
  • V. Kumar and W. Reinartz. Customer Relationship Management: Concept, Strategy and Tools , 2nd Edition. Springer. 2012

The course syllabus and the academic weekly planning may change due academic events or other reasons.