Стратегии и лучшие практики CRM

Магистратура 2021/2022

Лучший по критерию «Полезность курса для расширения кругозора и разностороннего развития»

Лучший по критерию «Новизна полученных знаний»

Статус: Курс по выбору (Маркетинг: цифровые технологии и маркетинговые коммуникации)

Направление: 38.04.02. Менеджмент

Кто читает: Департамент маркетинга

Где читается: Высшая школа бизнеса

Когда читается: 2-й курс, 1 модуль

Формат изучения: без онлайн-курса

Охват аудитории: для своего кампуса

Преподаватели: Манин Александр Владимирович

Прогр. обучения: Маркетинг: цифровые технологии и маркетинговые коммуникации

Язык: английский

Кредиты: 5

Контактные часы: 32

Full Syllabus

Abstract

This course focuses on the study of customer relationship management (CRM) - one of the fastest growing areas of modern management. Having arisen at the intersection of marketing, services and information technology, CRM has become an essential component of the practice of modern companies. In the past few years, knowledge of the basics of CRM has become mandatory for employees of the company's departments, who not only interact directly with their customers, but also develop products and price proposals for them and are responsible for business automation. Unlike most training courses on CRM, which have a distinct IT-focus, this course is designed to form a comprehensive vision of CRM for the successful implementation of which, not only technical, but also various marketing and management aspects are also important. This course is dedicated to the study of both theoretical and practical aspects of the CRM. To study the latter, representatives of the well-known and most successful companies in the field of CDM development are invited to share the best practices in this area.

Learning Objectives

To form students' deep understanding of key strategic concepts of modern CRM
To teach students the best practices for using modern CRM operational and analytical tools
To give students an idea of how CRM projects are implemented in various industries and types of enterprises
To form students understanding of a key success factors and risks of CRM implementation

Expected Learning Outcomes

Ability to analyze real cases to conduct CRM audit and develop comprehensive plans for CRM implementation for various types of enterprises
Knowledge of the peculiarities of the main operational and analytical CRM tools
Understanding of the basic concepts in the field of customer relationship management
Understanding of the key success factors and risks of CRM implementation

Course Contents

Topic 1. What is CRM, who needs it and why?
Topic 2. How to love your customers right?
Topic 3. Loyalty programs
Topic 4. Customer data and analytics
Topic 5. Personalization
Topic 6. Customer Lifecycle Management
Topic 7. CRM Strategies
Topic 8. CRM IT solutions
Topic 9. CRM projects implementation and management
Topic 10. New technologies and future of CRM

Assessment Elements

Exam
-The final exam is conducted in an offline format. It’s a test which consist of 12 questions (10 closed and 2 opened). -Exam questions are relevant not only to the lecture materials of the course, but also to the materials of guest lectures and ongoing course projects. -Time to write an exam - 60 minutes. Exam grade is blocking: the student should retake exam if he/she gets less than 3.5 points.
Course work (group+individual)
- Students will further have an opportunity to put their knowledge into practice by working on a real-world project. The topics include (but are not limited to): Customer loyalty and satisfaction improvement, Loyalty programs concept development, Customer lifecycle management programs development (eg churn decrease, up-sell increase), CRM strategy/plan development, personalization concept development. - Students must organize themselves into groups of 4-5 for the course project - The distribution of project topics among the teams will take into account the interests of each team to the maximum extent SUBMISSION PROCESS 1. ALL TEAMS: Submit a 1-page concept of the project (refined goals, data and tools to be used, expected results, main risks and etc.) by 9 a.m., Sept 10 2. ALL TEAMS: Submit your final presentation by 9 a.m., Oct 11 3. ALL TEAMS: the max duration of presentation is 10 minutes 4. Not all students on your team are expected to present. Each team can determine who will present their project to the class. Students who chose to present will not increase their participation grade, nor will it affect your participation grade if you do not present. -10 points can be obtained for an individual report with a critical analysis of the progress of the project, identification of new knowledge and skills gained, an indication of what could be done better, as well as suggestions for possible development and continuation of work in the field of study. The volume of the report is no more than 1000 words. COURSE PROJECT FEATURES *Time for presenting: 10 minutes, time for questions/comments: 10 minutes) *50% of the final grade is the company; 50% of the final grade is the lecturer) *With the consent of the lecturer and each team member, it is allowed to redistribute points among team members INDIVIDUAL REPORT -10 points can be obtained for an individual report with a critical analysis of the progress of the project, identification of new knowledge and skills gained, an indication of what could be done better, as well as suggestions for possible development and continuation of work in the field of study. The volume of the report is no more than 1000 words. The received grade will not be rounded (only the final grade for the course will be rounded).
Individual mini-assignments throughout course
Homeworks have different formats (viewing the video, reading the article, making a presentation and etc.)
Participation and activity
Participation is evaluated on the quality of student’s contribution to the learning experience of the class. Participating by actively responding to questions, asking questions yourself, and engaging in class discussions will help student’s earns a participation grade. Note that the quality of student’s participation is not necessarily a function of the quantity of your participation

Interim Assessment

2021/2022 1st module
0.1 * Participation and activity + 0.1 * Individual mini-assignments throughout course + 0.4 * Course work (group+individual) + 0.4 * Exam

Bibliography

Recommended Core Bibliography

Customer relationship management : concepts and technologies, Buttle, F., 2019

Recommended Additional Bibliography

Don Peppers, Martha Rogers. Managing Customer Experience and Relationships, 3d edition, 2017
One-to-one personalization in the age of machine learning : harnessing data to power great customer experiences, Wirth, K., 2017
The art of CRM : proven strategies for modern customer relationship management, Fatouretchi, M., 2019

Authors

MANIN ALEKSANDR VLADIMIROVICH

Course Syllabus