ISLA IPGT 24411

CRM fundamentals

• ApresentaçãoPresentation

  The curricular unit Fundamentals of CRM introduces the core principles of Customer Relationship Management and its contribution to creating organizational value. CRM is addressed as a strategy that integrates marketing, sales, and customer service, enabling an understanding of how companies develop and maintain long-term relationships. Key concepts such as customer value, portfolio analysis, customer lifecycle, acquisition, retention, and loyalty are explored, as well as the role of technological tools including CRM platforms, Marketing Automation, and Sales Force Automation. Through practical case studies, students develop skills to support data-driven decision-making and implement customer-oriented strategies. The unit is relevant within the study cycle as it strengthens essential competencies in Digital Marketing, Sales Management, and Customer Experience.
• ProgramaProgramme

  1. Introduction to CRM - Fundamental Concepts. 2. The CRM value chain and its impact on the organization. 3. How to Manage Clients - Portfolio Analysis. 4. CRM methodology and the Customer Value concept. 5. To The Conquest of Loyalty: The management of the customer lifecycle. 6. How to prepare and implement a CRM strategy. 7. The choice of technological tools. 8. Case Study Analysis
• ObjectivosObjectives

  - Perceive and identify the concept and different approaches to CRM; - Understand and explain the different levels of analysis in CRM; - Understand the importance for companies and customers in establishing and maintaining networks of relationships; - Identify in different organizational functions the use of CRM tools; - Identify advantages in managing the customer base as a portfolio; - Develop customer portfolio management methods; - Analyze how organizations create value for customers; - Develop strategies to get new customers; - Understand the importance of retaining current customers; - Understand how relationship networks can contribute to achieving CRM objectives; - Identify the benefits of "Marketing Automation"; - Identify the benefits of "Sales-Force Automation".
• BibliografiaBibliography

  - Carvalho, D., Demo, G., Medeiros, J., Scussel F. (2021). Citizen Relationship Management (CiRM): the past, present, and future of an emerging concept. Cadernos EBAPE.BR, 19(1), pp. 32-44, 2021. DOI: 10.1590/1679-395120200057x. - Kumar, V., & Reinartz, W. (2018). Customer Relationship Management. Concept, Strategy, and Tools. Springer, pp. 3-38. ISBN: 978-3-662-55381-7. - Lee, J., Kim, S. (2019). Citizen Participation, Process, and Transparency in Local Government: An Exploratory Study. Article in Policy Studies Journal · November 2019. DOI: 10.1111/psj.12236. - Siu, N. Y. M. (2016). Customer Relationship Management and Recent Developments. Administrative Sciences. Adm. Sci. 2016, 6(3), 7. Https://doi.org/10.3390/admsci6030007. - Silva, F.O., Alves, J. (2001) ERP e CRM, da empresa à e-empresa. CentroAtlantico, ISBN: 9789728426316  
• MetodologiaMethodology

  In this UC, group work will be encouraged and teaching will be deeply interactive, involving participants in theanimation of the sessions. We will seek to involve students in their learning process, formatting it in the image of theirindividual interests, without losing sight of the conceptual bases that are imposed. An eminently practical componentwill be given to the subjects to be taught, with the use of CRM software and the use of practical cases. A teaching methodology is used that will focus on the realization and presentation of a practical work, in the foreseenexam periods, in the field of CRM. The evaluation elements must include a report of the work developed and apresentation of the work. The developed solution has a weight of 60%, the report has a weight of 30% and the presentation 10%. All students who have not successfully completed the assessment can take a final practical exam (100%) at theassessment period defined by the institution.
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  4
• NaturezaNature

  Mandatory
• EstágioInternship

  Não
• AvaliaçãoEvaluation

  Descrição dos instrumentos de avaliação (individuais e de grupo) ¿ testes, trabalhos práticos, relatórios, projetos... respetivas datas de entrega/apresentação... e ponderação na nota final.

  Exemplo:

  Descrição	Data limite	Ponderação
  Teste de avaliação	dd-mm-yyyy	30%
  Portfolio	dd-mm-yyyy	40%
  (...)

   

  Adicionalmente poderão ser incluídas informações gerais, como por exemplo, referência ao tipo de acompanhamento a prestar ao estudante na realização dos trabalhos; referências bibliográficas e websites úteis; indicações para a redação de trabalho escrito...