MF-202 Customer Relationship Management (CRM) (Spring 2025)

On successful completion of this course the students should be able to:

• explain key concepts and models concerning relationship marketing
• understand the concept of value and its relation to customer needs
• understand the management of customer experience in companies
• use knowledge of consumers to develop measures to attract and retain profitable customers
• know the tools for customer relationship management, and how CRM systems can be used to increase knowledge about customers and identify key customer groups
• develop a CRM vision and strategy and show how CRM systems can be integrated into all levels of the enterprise
• understand how a CRM vision and strategy can incorporate the United Nations’ Sustainable Development Goals
• analyse and evaluate an organization’s CRM practice

This course is about how to identify, acquire, retain, and develop relevant customer groups. The customer groups may respond to different stimuli such as price changes, product improvement, or new payment models. Students will learn about different tools for customer relationship management, and the importance of knowing the customer's preferences and needs. Students will also learn about the use of customer databases to acquire knowledge about their own customer base, which in turn can be used to prepare various marketing initiatives to attract and retain profitable customers.

3-hour written exam under supervision. Assessment expression: letter grade, A-F.