Course 2009-2010 a.y.

8164 - CRM AND LOYALTY MANAGEMENT


MM-LS - AFC-LS - CLAPI-LS - CLEFIN-LS - CLELI-LS - DES-LS - CLG-LS - IM-LS - ACME-LS - EMIT-LS

Department of Marketing

Course taught in English

Go to class group/s: 31
MM-LS (6 credits - II sem. - AI) - AFC-LS (6 credits - II sem. - AI) - CLAPI-LS (6 credits - II sem. - AI) - CLEFIN-LS (6 credits - II sem. - AI) - CLELI-LS (6 credits - II sem. - AI) - DES-LS (6 credits - II sem. - AI) - CLG-LS (6 credits - II sem. - AI) - IM-LS (6 credits - II sem. - AI) - ACME-LS (6 credits - II sem. - AI) - EMIT-LS (6 credits - II sem. - AI)
Course Director:
FABRIZIO ZERBINI

Classes: 31 (II sem.)
Instructors:
Class 31: FABRIZIO ZERBINI



Course Objectives

Among the top priorities for leading companies' executives are the pursuing of customer satisfaction and loyalty, as well as the implementation of CRM and loyalty management strategies. Managing value for customer and marketing relationships accordingly, by the mean of appropriate methods, metrics, and tools, is key for superior rents generation and sustainability.
The course discuss these topics following the well-established sequence of analysis-measurement-management.


Course Content Summary

The course is focused on the following topics:

  • Value for customer
  • Customer Satisfaction
  • Trust and Loyalty
  • Customer Lifetime Value
  • Process and Tools of Customer Relationship Management

Every topic is discussed basing on business cases, and then deepened through analytical models, measurement tools, and managerial techniques.
Students are moreover involved in a project of development of a customer relationship management program, throughout teamwork.


Detailed Description of Assessment Methods

Attending Students

  • 15% class participation
  • 50% project work
  • 35% final written exam30% final written exam, individual

Non Attending Students

  • 100% final exam, written + oral, individual

Textbooks

Attending students

  • Reading collection, EGEA + Course reserve.
  • Knox, Maklan, Payne, Peppard and Ryals, Customer Relationship Management, Butterworth Heinemann, Oxford, UK, 2003.

Non attending students

  • Reading collection, EGEA + Course reserve.
  • Knox, Maklan, Payne, Peppard and Ryals, Customer Relationship Management, Butterworth Heinemann, Oxford, UK, 2003.
Exam textbooks & Online Articles (check availability at the Library)
Last change 26/03/2009 15:51