Gestion de la Relation Client (GRC) [ NELMS2418 ]
5.0 crédits ECTS
30.0 h
2q
| Language |
English
|
Place
of the course |
Namur
|
| Prerequisites |
Introductory courses about Marketing, Sales and Information Technology (MS Access & Excel)
|
| Aims |
The main purposes of the course are to:
- Introduce the different CRM concepts, methods and tools
- Define the "management best practices" of the CRM approach (vs. the IT perspective)
- Illustrate the concepts and methods with real examples and cases.
The contribution of this Teaching Unit to the development and
command of the skills and learning outcomes of the programme(s) can be
accessed at the end of this sheet, in the section entitled
“Programmes/courses offering this Teaching Unit”.
|
| Evaluation methods |
Two-part oral exam:
- theoritical about the CRM concepts and methods
- practical based business cases
|
| Teaching methods |
Mainly based on academic presentation and real business cases.
Interactions and personal thinkings of the students are emphasized.
|
| Content |
- Go-To-Market Strategy, Lawrence Friedman, Butterworth-Heinemann (2002)
- Managing Customers as Investments, Sunil Gupta and Donald Lehman, Wharton School Publishing (2005)
- The CRM Handbook, Jill Dyché, Addison-Wesley (2001)
- Rethinking the Sales Force, Neil Rackham, McGraw-Hill (1999)
|
| Bibliography |
Today, the customer is one of the most important stakeholders of any business and with the increasing worlwide competition and the development of new sales channels, each company has to implement and to develop a "Customer Centric Strategy" to acquire and retain the most valuable customers and to create a sustainable exchange of values.
|
Cycle et année
d'étude |
> Master [120] in Management
> Master 120 of arts in Business engineering
> Master [120] in Business engineering, professional focus
> Master in Management, Teaching Focus
> Master [120] in Management, Professional Focus
|
Faculty or entity
in charge |
> EAFN
|
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