Customer Management

Faculteit Economie en Bedrijfskunde
Jaar 2022/23
Vakcode EBM075A05
Vaknaam Customer Management
Niveau(s) master
Voertaal Engels
Periode semester II a
ECTS 5
Rooster rooster

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 -hoorcollege ,  -werkcollege
Toetsvorm -groepsopdracht,  -groepspresentatie,  -individuele opdracht
(peer assessment)
Vaksoort master
Coördinator dr. E. de Haan
Docent(en) dr. E. de Haan
Verplichte literatuur
Titel Auteur ISBN Prijs
Relevant scientific articles from journals* Various
Customer Relationship Management: Concept, Strategy, and Tools (Third Edition). V. Kumar and Werner Reinartz. 978-3-662-55381-7
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