Customer Management

Faculteit Economie en Bedrijfskunde
Jaar 2017/18
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. Critically evaluate research in the field of Customer Management.
3. Use customer metrics for calculating the individual customer profitability and describing and measuring the customer journey.
4. Use relevant insights from Customer Management theory for assessing customer strategies.
5. Use relevant insights from Customer Management theory for developing customer strategies.
6. Address and answer ethical questions with regard to the use of individual customer data.
7. Explain the relevant elements of the customer-company interface.
8. Explain the role of the empowered customer.
9. Understand the concept of customer engagement and its implications for customer management.
10. Interpret the role of the Customer Management function within a firm.
11. Present both orally and in written form, and discuss insights from research in the field of 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, and 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, 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 hoor- en werkcolleges, zelfstudie
Toetsvorm opdracht(en), presentatie(s), schriftelijk tentamen met open vragen
(peer assessment)
Vaksoort master
Coördinator dr. J.C. Hoekstra
Docent(en) dr. J.C. Hoekstra ,prof. dr. P.C. Verhoef
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: room DUI 334, phone +31(0)50 3637065, e-mail marketing.education@rug.nl
Opgenomen in
Opleiding Jaar Periode Type
DD MSc Marketing-Intelligence - Münster University, Münster (2-jarig)  (keuzevakken voor studenten uit Münster) 2 semester II a keuze
DD MSc Marketing-Intelligence – BI, Oslo (2-jarig)  (keuzevakken voor studenten uit Oslo) 2 semester II a keuze
MSc Marketing  (keuzevakken Marketing Intelligence) 1 semester II a keuze
MSc Marketing  (keuzevakken A Marketing Management) 1 semester II a keuze