Customer Management

Uitgebreide vaknaam	Customer Management
Leerdoelen	Upon completion of the course the student is able to: 1. Describe the characteristics of customer centricity, different forms of CRM strategies and information processes; 2. Address and answer ethical questions with regard to the use of individual customer data and related privacy issues; 3. Explain the relevant elements of the customer-company interface; 4. Explain the role of the empowered customer; 5. Use customer metrics for calculating the individual customer profitability and describing and measuring the customer journey; 6. Use relevant insights from Customer Management theory for assessing customer strategies; 7. Use relevant insights from Customer Management theory for developing customer strategies; 8. Critically evaluate research in the field of Customer Management; 9. Present and discuss insights from research in the field of Customer Management; 10. Understand the role of the Customer Management function within a firm; 11. Understand the concepts of customer journey, customer experience and customer engagement and its implications for customer management.
Omschrijving	During the last decades companies have been investing huge amounts of time and money in customer relationship strategies. Academic research more and more addresses topics that relate to the role of customers in the organization, their impact on the organization, the development and evaluation of metrics, and the strategies for improving customer management. Therefore, this course focuses on the strategic aspects of customer management as a key determinant of future firm profitability. It provides the student with state-of-the art knowledge on recent developments in this field. Subjects that will be discussed in this course are the customer centric organization, the empowered customer, customer value creation, privacy and ethics issues, strategies and metrics for customer acquisition, customer retention, customer expansion and relationship termination, the customers journey, and the interface between the customer and the company. Relevant scientific articles from top marketing journals will be studied, discussed and applied in working on assignments in which customer strategies are developed and customer data are analyzed.
Uren per week	4
Onderwijsvorm	-gastcollege ,  -hoorcollege ,  -werkcollege
Toetsvorm	-groepsopdracht,  -groepspresentatie,  -individuele opdracht (peer assessment)
Vaksoort	master
Coördinator	dr. E. de Haan
Docent(en)	dr. E. de Haan ,dr. J.C. Hoekstra
Verplichte literatuur	Titel Auteur ISBN Prijs Relevant scientific articles from journals Various
Entreevoorwaarden	Students who will take the course on Customer Management have completed a(n) (International) Business and/or Economics Bachelor and have basic knowledge on marketing theory and marketing research tech
Opmerkingen	Secretary Marketing (B. Wever): room 5411-0334, phone +31(0)50 3637065, e-mail marketing.education@rug.nl
Opgenomen in	Opleiding Jaar Periode Type MSc Marketing  (basisprogramma Marketing Analytics and Data Science (MADS)) 1 semester II a keuzegroep MSc Marketing  (keuzevakken A Marketing Management) 1 semester II a keuze