Customer Relationship Management (CRM) Certificate Program

DePaul University

How long?

  • 5 weeks
  • online

DePaul University

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Full disclaimer.

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

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
  • Understand the concepts of customer value and customer relationship management
  • Explain the relevance of CRM with respect to changes in consumers, marketing places, technology and marketing functions
  • Discuss the evolution and growth of CRM

Class Work

  • Assignment
  • Text readings and video lectures

Week 2

Topics Covered

  • Explain the difference between CRM and Database Marketing
  • Discuss the importance of identifying Customer Value
  • Data transformation into knowledge Understand the Satisfaction-Loyalty-Profit Chain
  • Understand the components of strategic CRM
  • Explain the steps in developing a CRM strategy
  • Identify the elements of a CRM System
  • Understand the concept of ROI of CRM
  • Understand the components of CRM cost
  • Understand the process of CRM Implementation

Class Work

  • Assignment
  • Text readings and video lectures

Week 3

Topics Covered

  • Describe Traditional Marketing Metrics
  • Describe Customer Activity Metrics
  • Describe Customer Acquisition Metrics
  • Understand Popular Customer-Based Value Metrics
  • Understand Strategic Customer-Based Value Metrics
  • Understand the usefulness of various CRM software platforms
  • Understand the need for applications of Data Mining
  • Describe the Data Mining Process
  • Categorize databases based on the information included, the nature of the underlying marketing activity and the nature of the underlying technology
  • Explain the benefits of Marketing Databases
  • Discuss the uses of databases that directly influence the customer relationship and that directly influence other business operations

Class Work

  • Assignment
  • Text readings and video lectures

Week 4

Topics Covered

  • Discuss the definition, key objectives and problems of Loyalty Programs
  • Understand the drivers of Loyalty Program effectiveness
  • Examine the empirical evidence of Loyalty Program effectiveness
  • Understand the seven-point checklist for successful Loyalty Program design and implementation
  • Discuss the phases of the Campaign Management process
  • Discuss the role of different channel types in the management of customer relationships and emerging channel trends that impact CRM
  • Understand recent opportunities and challenges for CRM with respect to the design of multichannel distribution systems
  • Discuss the proper management of multichannel systems and the implementation of CRM
  • Discuss the characteristics of B2B markets and how they differ from B2C markets
  • Apply the concepts of CRM to B2B markets
  • Discuss Sales Force Automation, Key Account Management and the shift from goods to services

Class Work

  • Assignment
  • Text readings and video lectures

Week 5

Topics Covered

  • Understand how Social Media impacts a CRM strategy
  • Discuss customer value as a decision metric
  • Understand the Lifetime-Probability Relationship in a Non-Contractual Setting
  • Formulate the customers’ projected profitability into lifetime duration computation
  • Identify the true value of a lost customer

Class Work

  • Assignment
  • Text readings and video lectures

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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Full disclaimer.

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