Note du 29 juin 2020
Sans connaitre encore le temps que dureront les mesures de distances sociales liées à la pandémie de Covid-19, et quels que soient les changements qui ont dû être opérés dans l’évaluation de la session de juin 2020 par rapport à ce que prévoit la présente fiche descriptive, de nouvelles modalités d’évaluation des unités d’enseignement peuvent encore être adoptées par l’enseignant ; des précisions sur ces modalités ont été -ou seront-communiquées par les enseignant·es aux étudiant·es dans les plus brefs délais.
Sans connaitre encore le temps que dureront les mesures de distances sociales liées à la pandémie de Covid-19, et quels que soient les changements qui ont dû être opérés dans l’évaluation de la session de juin 2020 par rapport à ce que prévoit la présente fiche descriptive, de nouvelles modalités d’évaluation des unités d’enseignement peuvent encore être adoptées par l’enseignant ; des précisions sur ces modalités ont été -ou seront-communiquées par les enseignant·es aux étudiant·es dans les plus brefs délais.
5 crédits
30.0 h
Q2
Enseignants
Kervyn de Meerendré Nicolas;
Langue
d'enseignement
d'enseignement
Anglais
Préalables
None
Thèmes abordés
Who are my most profitable customers?
How can I optimize word-of-mouth on social media?
How can I foster customer loyalty?
In saturated markets, relational marketing is taking more importance relative to transactional marketing. Companies need to create long-lasting relations online and offline with their customers in order to maximize their share-of-wallet instead of trying to maximize their market share. This relational approach is particularly relevant (but no limited) to services marketing and business to business marketing.
This course will present the theories and models of customer relationship management and apply them through case studies. Based on these case studies, students will learn how to develop a comprehensive marketing plan using a CRM approach.
How can I optimize word-of-mouth on social media?
How can I foster customer loyalty?
In saturated markets, relational marketing is taking more importance relative to transactional marketing. Companies need to create long-lasting relations online and offline with their customers in order to maximize their share-of-wallet instead of trying to maximize their market share. This relational approach is particularly relevant (but no limited) to services marketing and business to business marketing.
This course will present the theories and models of customer relationship management and apply them through case studies. Based on these case studies, students will learn how to develop a comprehensive marketing plan using a CRM approach.
Acquis
d'apprentissage
d'apprentissage
A la fin de cette unité d’enseignement, l’étudiant est capable de : | |
| 1 |
During their programme, students of the LSM Master's in management or Master's in Business engineering will have developed the following capabilities'
|
La contribution de cette UE au développement et à la maîtrise des compétences et acquis du (des) programme(s) est accessible à la fin de cette fiche, dans la partie « Programmes/formations proposant cette unité d’enseignement (UE) ».
Contenu
1. The relational marketing approach: The traditional concepts of strategic and operational marketing will be revisited with a relational marketing approach. The growing influence of big data in this approach will be highlighted.
2. Consumer-Brand Relations: How can models of interpersonal relationships be applied to consumer brand relationships? The students will learn how to identify and leverage these different kinds of relations.
3. Relational approach to business to business marketing: Business to business marketing is largely based on long term relations. Models will be presented in order to learn how to develop and implement customer-centric strategies and maximize their strategic value.
4. Relational approach to service marketing: In the service marketing, the quality of the service is intrinsically related to the quality of the relation established with the customer. Models of service satisfaction and ways to maximize that satisfaction will be reviewed.
2. Consumer-Brand Relations: How can models of interpersonal relationships be applied to consumer brand relationships? The students will learn how to identify and leverage these different kinds of relations.
3. Relational approach to business to business marketing: Business to business marketing is largely based on long term relations. Models will be presented in order to learn how to develop and implement customer-centric strategies and maximize their strategic value.
4. Relational approach to service marketing: In the service marketing, the quality of the service is intrinsically related to the quality of the relation established with the customer. Models of service satisfaction and ways to maximize that satisfaction will be reviewed.
Méthodes d'enseignement
The format is based on active learning and includes lectures, case studies, videos, incidents and class discussion, qualified speakers and individual assignment that will consist of reading, summarizing and applying results presented in an international peer reviewed academic journal.
Modes d'évaluation
des acquis des étudiants
des acquis des étudiants
Individual exam on whole of the course content (60%)
Continuous evaluation (test of cours preparation & group assignement) (40%)
NB: In case of failure in January, notes for the continuous evaluation will be automatically transfered to the September session. Only the exam part (60%) will be available in September.
Continuous evaluation (test of cours preparation & group assignement) (40%)
NB: In case of failure in January, notes for the continuous evaluation will be automatically transfered to the September session. Only the exam part (60%) will be available in September.
Ressources
en ligne
en ligne
Cfr Moodle
Bibliographie
The exact list of references will be quoted or provided via Moddle. Examples of references include :
- Peelen, E & Beltman R. (2014) Customer Relationship Management, Pearson
- Richardson N., James J., Kelley N. (2015) Customer-Centric Marketing: Supporting Sustainability in the Digital Age, Kogan page
- Fournier S., Breazeale M. & Avery J. (2015) Strong Brands, Strong Relationships, Routledge
- Peelen, E & Beltman R. (2014) Customer Relationship Management, Pearson
- Richardson N., James J., Kelley N. (2015) Customer-Centric Marketing: Supporting Sustainability in the Digital Age, Kogan page
- Fournier S., Breazeale M. & Avery J. (2015) Strong Brands, Strong Relationships, Routledge
Faculté ou entité
en charge
en charge
CLSM
