Every brand is looking for engagement, but in seeking to facilitate that sustainable relationship between a brand and its customers, many marketers end up losing track of the basics and squandering the opportunity to really connect. This module provides strategies to approach engagement with a bird’s-eye view of the principal stakeholders in the customer journey.
● Discuss and evaluate the importance of CRM and customer profiling to help businesses grow
● Discuss and critically appraise both best practices and potential risks of CRM system use, with reference to a specific context of your choice
● Describe the behaviours required to create positive outcomes for your customers
● Identify customer behaviour types and how these can be effectively accommodated
This module is taught within the following programme(s):
Master in Marketing and Communication
Master in Tourism and Hospitality Management
● Discuss and evaluate the importance of CRM and customer profiling to help businesses grow
● Discuss and critically appraise both best practices and potential risks of CRM system use, with reference to a specific context of your choice
● Describe the behaviours required to create positive outcomes for your customers
● Identify customer behaviour types and how these can be effectively accommodated
Duration
Language
ECTS
Semester
Block
Level
ESEI uses the project-based learning and assessment methodology across all modules taught in our master programs. This means that you will work together in groups to develop projects that require creativity, team work, and problem-solving skills.
The main benefit of Project-Based Learning is that by the time you graduate, you will essentially have a portfolio of work to show which will be directly applicable to what you’ll be doing as a future employee or business owner.
It’s up to the teacher to decide on the format of the project – it can be a case study, a written report, a video, a role-playing activity, a podcast, or any other kind of media that gets your point across. The teachers create the project briefs and oversee the progress that teams are making week after week with regular check-in points.
Final Project – 80%
● 40% GROUP Project submission
● 20% INDIVIDUAL Project submission
● 20% GROUP PRESENTATION of the Project and Q&A
Class Participation- 20%
● 20% of the grade will be based on how students participate/engage in class and with the virtual classroom space.
Ruth has a Degree in Psychology, a Master in Human Resources, a Master in Management of Educational Centers and an MBA. She is passionate about people’s development and has more than 10 years of experience in HR departments helping employees with their professional careers. Ruth is also an Entrepreneur and Coach, she is a curious person, she likes to travel to discover new cultures, and she is constantly looking for challenges that give her the opportunity to continue learning and developing new skills.
She strongly believes that education is an important part of people’s development but is not only about what you learn it is about what you do with all that knowledge.
