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About the course

CRM 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 leads to customer satisfaction and loyalty, which enhances an organization's competitive position and increases its profitability. Through case studies, practitioner guest speaking, class discussion, projects and presentations, 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 is also offered in an online format. It may be taken as a stand-alone course and will fulfill one of the core requirements in DePaul’s Integrated Marketing Communications Certificate Program.


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


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

Week 2

Topics Covered

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

Class Work

  • Participant interaction with topics discussion

Week 3

Topics Covered

  • CRM marketing strategy
  • CRM marketing communication and automation

Class Work

  • Case 1 discussion
  • Participant interaction with topics discussion

Week 4

Topics Covered

  • CRM project management
  • CRM sales strategy

Class Work

  • Case 2 discussion
  • Participant interaction with topics discussion

Week 5

Topics Covered

  • Privacy and ethical considerations

Class Work

  • Case 3 discussion
  • General topic question discussion
  • CRM topics recap and open discussion
  • Summary and closing remarks

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:

  • Pure-services
  • Customer service
  • Technology professionals
  • Entrepreneurs
  • Others interested in CRM

Trust the 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...


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