Content and learning objectives

The module covers aspects for developing and designing value-adding relationships between customers and companies. Thereby, conceptual and methodical basics of customer relationship management (CRM/Customer Management) and direct marketing (DiMa) are presented. During the course students deal with current topics, concepts, and instruments of customer management and work on those in detail in a group assignment, which they present in front of the class and an expert panel. The participants receive a comprehensive overview of the planning, management, implementation, and controlling of customer relationship and direct marketing activities. In addition, the participants acquire knowledge, experience, and impulses in the three key competencies for successful CRM and DiMa: Expertise, statistics competence, and IT/data competence. The module consists of three teaching and learning formats (lectures, speed research, case study) and follows an interactive approach.

The following topics are, among others, covered in the course:

• Introduction, overview, basics, and methods of CRM and DiMa
• Concepts and tools of CRM and DiMa (customer experience management, journey mapping, lift, RFM, CLV, campaign control, personas, segmentation, CHAID etc.)
• Interaction of customer management and direct marketing
• Scope, management and controlling in CRM and DiMa

The aim of the course is to give students a profound and progressive understanding of customer relationship management and direct marketing. Thereby, it focuses on opportunities and challenges in data-driven companies.

Acquired skills

Professional skills:

• Students are able to evaluate customers using a variety of methods (customer lifetime value (CLV), recency, frequency, monetary value (RFM)).
• Students are able to plan and conduct direct marketing campaigns.
• Students learn how to handle data available in companies (legal, methodical, strategic).

Soft skills and key qualifications:

• Cooperation and collaboration: The tasks are conducted in group work.
• Presentation techniques: The tasks must be presented in front of the course.
• Communication skills: Fast capturing, processing, and preparing of content as well as the ad hoc presentation and discussion of it within the scope of the Speed ​​Research Day.
• Analytical skills: Understanding and deriving key insights as well as strategies from a Business Case.