Ecole de Savignac >> Learning Avenue >> Formations proposées >> MBA en 33 mois >> Programme et calendrier >> Management de l'entreprise >> Marketing et gestion commerciale >> Customer relationship marketing
Customer relationship marketing
INTRODUCTION
NOMBRES D'HEURES DE COURS : 14 heures (2 jours)
PERIODE D'ENSEIGNEMENT : décembre - 1ère année
FINALITE DE LA SECTION
The aims of the module enable students to:
- Develop specialist knowledge in the area of CRM
- Review, analyse and evaluate the current theory and practice of relationship based marketing strategy
- Understand the principles of CRM within a hospitality context
OBJECTIF DE LA SECTION
"Marketing is dead! Long live marketing! Traditional marketing strategy has been killed off by an idea whose time has come ..... relationship marketing" (Gordan 1998).
This module is designed to enable students to acquire a detailed understanding of contemporary issues in hospitality marketing strategy with particular reference to the development of customer relationship based approaches. The module will analyse the development of the customer centric approach to marketing and how by putting the customer at the centre of everything a hospitality organisation does and developing a holistic CRM strategy, competitive advantage can be gained and sustained.
CONNAISSANCES ET COMPETENCES A ACQUERIR
By the end of the module, students will be able to:
- Research, analyse and evaluate current CRM initiatives
- Understand the requirements for the successful implementation of a CRM strategy
- Critically appraise current CRM issues, themes and future trends
SOMMAIRE
- History and development of relationship based strategy
- Definitions and purpose of CRM within a business strategy context
- Use of data and technology systems
- Internal marketing
- Customer contact strategy
- Business to business relationships and networks within the hospitality industry
- Customer retention and loyalty
The following critical issues will also be explored during this module:
- What does the M in CRM stand for?
- Is CRM worth the investment?
- The importance of internal marketing
- Has CRM lost its focus?
- Customer data integration
- The role of the human touch
- Does loyalty still exist?
- Can off the shelf solutions work?
