Advanced Seminar Management & Marketing: Customer Relationship Management

What it is about

You learn how companies strategically shape customer relationships to be profitable in the long term. In the end you will be able to apply CRM theories and frameworks to practical situations, calculate CLV, and develop a research-relevant, managerially relevant project based on literature as well as interviews.

What you will be able to do

• Apply central CRM theories and strategic frameworks
• Evaluate CRM technologies, metrics and loyalty programs
• Analyze the impact of GDPR and permission marketing
• Calculate and interpret Customer Lifetime Value (CLV)
• Design an academically sound, managerially relevant CRM research proposal

What the module consists of

• SeminarInteractive lectures, case discussions and discussions to deepen the theory
• GruppenarbeitDevelopment and elaboration of a joint research proposal
• PräsentationenPresentation and discussion of scientific articles and one's own research ideas

Teaching method

• Interactive lecturesDelivery of key concepts and starting point for discussions
• Case-based discussionsApplication of the theory to concrete practice examples
• Hands-on exercisesPractical exercises e.g. CLV calculations and use of CRM tools
• Gruppenarbeit mit InterviewsDeveloping a managerially appropriate research proposal based on expert interviews
• Präsentationen mit FeedbackEncouraging critical reflection and improvement of research ideas