CUSTOMER RELATIONSHIP MANAGEMENT AND DATABASES MOD 1
Lectures and in-class exercises in Italian.
The course aims to provide to students the main theoretical/conceptual knowledge and practical competencies more useful to management customers relationships in business to consumer (B2C) and business to business (B2B) markets. At the end of the course, the student will be able to understand the main corporate strategies to create value via customer relationships, to design and plan the working mechanisms of a successful CRM system, and, finally, to treat and analyse customer data and information to improve customers’ satisfaction and loyalty.
Thus, the course aims to provide knowledge of basic methodologies for the design, implementation and management of databases.
Expected learning outcomes
Knowledge and understanding: Students will demonstrate to know the main theoretical models, concepts and managerial practices of customer relationship management.
Applying Knowledge and understanding: Students will demonstrate to know how to apply the theoretical models and/or managerial practices learned within a real-world organisational context.
Making judgments: Students will demonstrate the ability to choose between different theoretical models and/or managerial practices the ones most appropriate in the context proposed by the teacher.
Communication: Students will demonstrate the ability to communicate the notions learned in a clear and appropriate way in specific professional contexts.
Lifelong learning skills: Students must demonstrate a good capacity of learning and application of the notions, models and concepts learned during the course.
Essentials of general management and marketing. Basic knowledge of computer science.
Customer Relationship Management (CRM) is a business strategy aimed at building long-lasting and specific relationships with customers. This course illustrates the main theoretical, conceptual and practical aspects and issues of CRM. These points are critical for firms to achieve an effective and success management of business to business (B2B) and business to consumer (B2C) relationships. In particular, the following topics will be discussed during the course:
a) Managing the relationships with clients;
b) B2B and B2C markets;
c) Satisfaction, trust and loyalty;
d) The value of the client within a relationship;
e) The relationship life-cycle: theories and models.
Other topics illustrated in the course are databases and database management systems, relational data model, relational algebra, SQL language, design of databases, the entity/relationship model.
Buttle, F. and Ornati M. (2016), Customer Relationship Management. Teorie e tecnologie, Franco Angeli, Milan (Ch. I-IX).
Atzeni P., Ceri S., Paraboschi S., Torlone R. (2009), “Basi di dati. Modelli e linguaggi di interrogazioni”, MC-Graw Hill, Milano.
Further study material will be suggested during the course.
Written and oral exams (both compulsory).