| Code |
14443
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| Year |
1
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| Semester |
S2
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| ECTS Credits |
6
|
| Workload |
TP(30H)
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| Scientific area |
Marketing
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|
Entry requirements |
Without requirements.
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Learning outcomes |
At the end of this CU the student should:
- Understand the need for customer-centric marketing strategies;
- Understand the requirements needed to implement CRM strategies;
- Understand the concepts, metrics, and techniques of CRM activities;
- Be able to apply CRM tools and methodologies that aid customer-level analytics.
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Syllabus |
I Customer relationship management- Concepts
1.1 Introduction
1.2 Conceptualization of Customer Relationship Management (CRM)
1.3 What is needed to implement CRM strategies
1.3.1 Database
1.3.2 Technology
1.3.3 Metrics
1.4 Analytical methods
II Customer relationship management in action
2.1 Strategic customer-based value metrics
2.1.1 RFM value
2.1.2 Past customer value
2.1.3 Lifetime value metrics
2.1.4 Customer equity
2.2. Popular customer selection strategies
2.2.1 Profiling
2.2.2 Binary classification trees
2.2.3 Logistic regression
2.3 Techniques to evaluate alternative customer selection strategies
2.3.1 Misclassification rate
2.3.2 Lift analysis
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Main Bibliography |
Kumar, V., & Reinartz, W. (2012) Concept, Strategy, and Tools. Springer-Verlag Berlin Heidelberg
Kumar, V., & Petersen, J. A. (2012). Statistical methods in customer relationship management. New York,NY: Wiley.
Rai, A. K. (2012). Customer relationship management: Concepts and cases. PHI Learning Pvt. Ltd.
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Teaching Methodologies and Assessment Criteria |
This CU will be delivered through a mix of lectures, mini-cases, and hands-on exercises. A software
will be used throughout the semester. During the semester the student will build a database to be used
in the final exam.
The evaluation is done through the following activities:
Continuous assessment is carried out through the following activities:
- Practical work (group): 50%
- Final test: 50%
Assessment = 0.5 x Work + 0.5 x Test
Assessment by Exam
Exam: 100%
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Language |
Portuguese. Tutorial support is available in English.
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