Department assigned to the subject: Department of Business Administration
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).
% end-of-term-examination 40
% of continuous assessment (assigments, laboratory, practicals...) 60
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.