department of informatics

eCustomer Relationship Management (eCRM) - Seminar FS-2010

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Lecturer: Prof. Dr. Silke Bambauer-Sachse (Chair of Marketing)
Prof. Dr. Andreas Meier (Chair of Information Systems)
Contact: Sabrina Mangold (Assistant Chair of Marketing)
Darius Zumstein (Assistant Chair of Information Systems)
Lecture: Kickoff meeting:
  • Tuesday, 2nd of March 2010, 17.15-19.00 Uhr, B207

Block seminar:

  • Friday, 7th of May 2010, 08.15-17.00, PER21 B130
  • Saturday, 8th of May 2010, 09.15-17.00, PER21 B130
Description: Customer Relationship Management (CRM) is an IT enabled business strategy and a set of business processes and policies that are designed to acquire, retain, and service customers.
CRM includes the customer-facing business process of marketing, sales, and customer services. CRM technologies (like databases or data warehouses) and software are used to support these processes, storing information on current and prospective customers. Effective CRM is having the ability to determine, maintain or increase customer profitability and its drivers.

CRM is commonly divided into three major fields:

  • Analytical CRM is concerned with exploiting customer data to enhance both customer and company value. Customer data may be found in internal sources such as customer purchase or payment history, campaign response, loyalty scheme data, etc.
  • Strategic CRM is focused on the development of customer-focused strategies and a business culture, dedicated to winning and keeping customers by creating and delivering value better than competitors.
  • Operational CRM is focused on the automation of the customer-facing parts of businesses. Various CRM software applications enable the markting, selling and service functions to be automated.
Topics: Annonced in the kick-off meeting
Objectives: Not only knowledge but also communication skills are an essential factor for success in today's business and academic world.  For this reason, the seminar aims at providing valuable information in the field of customer relationship management, teaching helpful presentation techniques and practicing those in a final presentation of your research topic.
Limitation: Max. 20 students
Inscription: eMail to darius.zumstein@unifr.ch after the kickoff meeting (participation obligatory)
Curriculum: Master of Arts in Information Management,
Master of Arts in Management,
Master of Arts in European Business
For details see faculty website
Language: English, Deutsch & Français
Examination: Term paper & presentation
Literature:  Research papers and books on Customer Relationship Management (CRM) and related fields

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