The course is designed for individuals at any level in Marketing and Sales or non-marketing professionals interested in understanding how they affect or are affected by CRM practices.
This also includes:

• Services
• Customer service
• Technology professionals
• Entrepreneurs 
• Others interested in CRM

Whether you are a CRM novice or want a fresh approach to your previous CRM training, you will gain:

• In-depth understanding of the benefits of CRM and the competitive advantage this methodology provides
• Insight on the challenges and constraints organizations face in attempting to incorporate CRM
• Appreciation of how technology can be leveraged to enhance a CRM initiative
• Exposure to best practices in multiple vertical markets
• Knowledge of the key decision variables related to CRM
• An understanding of simple CRM techniques
• Hands-on practice including case study analysis

Week 1

Topics Covered:

• Participant introduction and objectives
• Program overview
• Introduction to CRM theory
• Brief history of CRM development
• Understand the concepts of customer value and customer relationship management
• Explain the relevance of CRM with respect to changes in consumers, marketing places, technology and marketing functions
• Discuss the evolution and growth of CRM

Class Work:

• Assignment
• Text readings and video lectures

Week 2

Topics Covered:

• Explain the difference between CRM and Database Marketing
• Discuss the importance of identifying Customer Value
• Data transformation into knowledge Understand the Satisfaction-Loyalty-Profit Chain
• Understand the components of strategic CRM
• Explain the steps in developing a CRM strategy
• Identify the elements of a CRM System
• Understand the concept of ROI of CRM
• Understand the components of CRM cost
• Understand the process of CRM Implementation

Class Work:

• Assignment
• Text readings and video lectures

Week 3

Topics Covered:

• Describe Traditional Marketing Metrics
• Describe Customer Activity Metrics
• Describe Customer Acquisition Metrics
• Understand Popular Customer-Based Value Metrics
• Understand Strategic Customer-Based Value Metrics
• Understand the usefulness of various CRM software platforms
• Understand the need for applications of Data Mining
• Describe the Data Mining Process
• Categorize databases based on the information included, the nature of the underlying marketing activity and the nature of the underlying technology
• Explain the benefits of Marketing Databases
• Discuss the uses of databases that directly influence the customer relationship and that directly influence other business operations

Class Work:

• Assignment
• Text readings and video lectures

Week 4

Topics Covered:

• Discuss the definition, key objectives and problems of Loyalty Programs
• Understand the drivers of Loyalty Program effectiveness
• Examine the empirical evidence of Loyalty Program effectiveness
• Understand the seven-point checklist for successful Loyalty Program design and implementation
• Discuss the phases of the Campaign Management process
• Discuss the role of different channel types in the management of customer relationships and emerging channel trends that impact CRM
• Understand recent opportunities and challenges for CRM with respect to the design of multichannel distribution systems
• Discuss the proper management of multichannel systems and the implementation of CRM
• Discuss the characteristics of B2B markets and how they differ from B2C markets
• Apply the concepts of CRM to B2B markets
• Discuss Sales Force Automation, Key Account Management and the shift from goods to services

Class Work:

• Assignment
• Text readings and video lectures

Week 5

Topics Covered:

• Understand how Social Media impacts a CRM strategy
• Discuss customer value as a decision metric
• Understand the Lifetime-Probability Relationship in a Non-Contractual Setting
• Formulate the customers’ projected profitability into lifetime duration computation
• Identify the true value of a lost customer

Class Work:

• Assignment
• Text readings and video lectures

Is there a required text?
No. There is no required textbook for this course. 

Are there any suggested readings that would complement the course?
Yes. Some are listed below. These are not required readings, but they will add to the learning experience.

• Kumar, V and Werner Reinartz. Customer Relationship Management: Concept, Strategy, and Tools 3rd Edition. Springer [ISBN-10: 3662553805] or [ ISBN-13: 978-3662553800]
• Anderson, E.W., Mittal, V. (2000). Strengthening the satisfaction-profit chain. Journal of Service Research, 3(2), 107-120.
• Heskett, J.L., Jones, T.O., Loveman, G.W., Sasser, Jr., W.E., and Schlesinger, L.A. (1994). Putting the service profit chain to work. Harvard Business Review, 72(2), 164-174.
• Gardner, B. (2016). Top 5 reasons CRM fails, and how to succeed. Industrial Distribution, 105(2), 24-25.
• Robinson, D. (2011). Customer Loyalty Programs: Best Practices, Haas School of Business
• Shankar, V., Berry, L.L., and Dotzel, T. (2009). A practical guide to combining products and services. Harvard Business Review, 87(11), 94-99.
• The Economist. (2011). Anonymous no more. The Economist, (March 10, 2011).
• Wyner, G. (2014). The power of word of mouth. Marketing News, 48(3), 22-23.