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DePaul University

Online Customer Relationship Management - Certificate Program

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Next dates

Apr 29—Jun 2
Modules info
Online
USD 1295
Sep 23—Oct 27
Modules info
Online
USD 1295

Description

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, 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 of 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

Syllabus

Week 1

Topics Covered:

  • Participant introduction 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

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 also includes:

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

Experts

Robert has over 25 years of experience in business development, strategic planning, relationship marketing strategy, general management, information systems and direct marketing. He has leveraged his technical and marketing expertise assisting organizations in their CRM efforts across six vertica...
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