Customer Relationship Management (CRM) Certificate Program

DePaul University

DePaul University

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Who should attend

The course is designed for individuals at any level in Marketing and Sales or non-marketing professionals interested in understanding how they affect or are affected by CRM practices.

This includes:

  • Services
  • Customer service
  • Technology professionals
  • Entrepreneurs
  • Others interested in CRM

About the course

The Customer Relationship Management (CRM) Certificate Program is now available in an online format. Taught asynchronously by the same instructor who teaches the in-class program, this class covers the same content, but the online format frees you from having to attend at a set time and location. You can study at your own pace—any hour of the day, from any place in the world with Internet access. You get the same great class, but on your schedule.

Customer Relationship Management is a strategic methodology that recognizes customers as the core of the business. Organizations are finding that if they enhance the customer experience, a relationship can form between the customer and the organization. Sustaining this relationship over time can lead to growing customer satisfaction and loyalty, which in turn enhance the organization's competitive position as well as increase its profitability. Through text readings, case studies analysis, quizzes, exams and exercises, you will gain a firm understanding of the key decision variables required to successfully adopt and use this methodology in B2C, B2B and B2B2C environments.

This five-Week certificate program can be taken as a stand-alone course, and also fulfills one of the core requirements in DePaul's Integrated Marketing Communications Certificate Program.

Benefits

Whether you are a CRM novice or want a fresh approach to your previous CRM training, in this course you will gain:

  • In-depth understanding of the benefits of CRM and the competitive advantage this methodology provides
  • Insight on the challenges and constraints organizations face in attempting to incorporate CRM
  • Appreciation for how technology can be leveraged to enhance a CRM initiative
  • Exposure to best practices in multiple vertical markets
  • Knowledge of the key decision variables related to CRM
  • An understanding of simple CRM techniques
  • Hands on practice including case study analysis and an individual project

Syllabus

Week 1

Topics Covered

  • Participant introductions and objectives
  • Program overview
  • Introduction to CRM theory
  • Brief history of CRM development
  • Organization implications including value chain incorporation

Class Work

  • Case introductions and approaches
  • Assignment logistics
  • Text readings, quizzes and video lectures

Week 2

Topics Covered

  • Data capture
  • Data management
  • Data transformation into knowledge
  • Technology considerations, approaches and challenges

Class Work

  • Text readings, quizzes, video lectures and case analysis

Week 3

Topics Covered

  • Business-to-business CRM/PRM
  • Understanding the customer-company profit chain: satisfaction, loyalty, retention and profits
  • CRM strategy cycle: acquisition, retention and win-back
  • Privacy and ethics considerations

Class Work

  • Text readings, quizzes, video lectures and case analysis

Week 4

Topics Covered

  • CRM program measurement and tools
  • CRM sales strategy

Class Work

  • Text readings, quizzes, video lectures and case analysis

Week 5

Topics Covered

  • Social networking and CRM
  • CRM trends, challenges and opportunities

Class Work

  • Text readings, quizzes, video lectures and case analysis
  • Comprehensive exam
  • CRM topic summary

Experts

Robert J. Galka

Robert J. Galka is an Executive-In-Residence at De Paul University. He received his MBA from Northwestern University’s J.L. Kellogg Graduate School of Management. His area of expertise lies in CRM, Marketing Strategy and Technology. Robert brings his academic research and 25 years of business exp...

Customer Relationship Management (CRM) Certificate Program at DePaul University

From  $1,295

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Disclaimer

Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.

We are happy to help you find a suitable online alternative.