Students can explain the CRM types (operational, analytical, collaborative, and communicative CRM) and apply them to the case study. They can list organizational measures in the field of CRM. They are familiar with a selected CRM tool and can use it in daily practice.

Modules "Strategic Digital Marketing" and "Performance Marketing"

CRM (Customer Relationship Management) aims at effectively designing customer relationship processes by digital means. CRM marketing supports addressing users individually and gaining measurable reactions. CRM marketing is a key area of performance marketing.

• operational CRM, analytical CRM, collaborative CRM, communicative CRM
• social media CRM
• organizational measures in the field of CRM
• CRM tools

• Alt R./ Reinhold O. (2016): Social Customer Relationship Management: Grundlagen, Anwendungen und Technologien. Springer Gabler.
• Biesel H./ Hame H. (2018): Vertrieb und Marketing in der digitalen Welt: So schaffen Unternehmen die Business Transformation in der Praxis. Springer Gabler.
• Böckenholt I./ Mehn A./ Westermann A. (eds.) (2018): Konzepte und Strategien für Omnichannel-Exzellenz: Innovatives Retail-Marketing mit mehrdimensionalen Vertriebs- und Kommunikationskanälen. Springer Gabler.
• Bruhn M./ Homburg C. (eds.) (2017): Handbuch Kundenbindungsmanagement: Strategien und Instrumente für ein erfolgreiches CRM. 9th, rev. ed. Springer Gabler.
• Helmke S./ Uebel M./ Dangelmaier W. (eds.) (2017): Effektives Customer Relationship Management: Instrumente - Einführungskonzepte - Organisation. 6th, rev. ed. Springer Gabler.

Lecture, group work on case study, use of CRM tool

Module exam - see module description for details