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2020/2021  DIP-DSAMO1005U  Customer Relationship Management

English Title
Customer Relationship Management

Course information

Language English
Course ECTS 5 ECTS
Type Mandatory
Level Graduate Diploma
Duration One Quarter
Start time of the course Spring
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for Graduate Diploma in Business Administration (part 2)
Course coordinator
  • Tobias Schäfers - Department of Marketing (Marketing)
Main academic disciplines
  • Customer behaviour
  • Management
  • Marketing
Teaching methods
  • Blended learning
Last updated on 04-06-2020

Relevant links

Learning objectives
After successfully completing this course, participants will...
  • ...be able to explain the opportunities and challenges of Customer Relationship Management.
  • ...understand the implications of a strategic perspective on customer relationships.
  • ...be able to discuss the role of technology, digitalization, data, and analytics for successfully managing valuable customer relationships.
  • ...be able to outline and interpret customer analytics for data-driven decisions.
  • ...be able to assess the potential of Customer Relationship Management in various business processes.
Exam ECTS 5
Examination form Oral exam based on written product

In order to participate in the oral exam, the written product must be handed in before the oral exam; by the set deadline. The grade is based on an overall assessment of the written product and the individual oral performance.
Individual or group exam Oral group exam based on written group product
Number of people in the group 2-4
Size of written product Max. 10 pages
Assignment type Project
Written product to be submitted on specified date and time.
20 min. per student, including examiners' discussion of grade, and informing plus explaining the grade
Grading scale 7-point grading scale
Examiner(s) Internal examiner and second internal examiner
Exam period Summer
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content, structure and pedagogical approach

This course prepares participants for successfully creating and maintaining valuable relationships with their customers. It combines different perspectives through which to consider customer relationships. The strategic perspective explains the Why? and What? of Customer Relationship Management. The implementation perspective gives students an answer to How do we get there? and explains how to prevent common mistakes along the way. The technology and data perspective addresses the common question of How much technology? as well as the opportunities of better understanding customer need through the use of analytics (Who are my customers?). The operational perspective then provides guidance on utilizing the benefits of Customer Relationship Management in daily business processes and decisions, along the question How and when do we use it?



Day 1 - Strategy

  1. The Value of Customer Relationships

  2. Customer Centricity

  3. Relationship Marketing and CRM

  4. CRM: More than IT, but IT can help!

  5. Digitalization and Customer Relationships

  6. CRM in Action


Day 2 – Implementation, Technology, and Analytics

  1. Avoiding CRM Failure

  2. The CRM Implementation Process

  3. Analytics and Data-Driven Decisions

  4. Customer Lifetime Value Analysis (case discussion)


Day 3 – Operational CRM & Endings

  1. Loyalty Programs (case discussion)
  2. CRM and Sales Management
  3. Pricing and Customer Relationships (case discussion)
  4. The End – Relationship Termination



Description of the teaching methods
This course uses blended learning by combining online material and exercises with highly interactive in-class lectures and case discussions to create a powerful leaning environment that allows participants to maximize their learning outcomes.
Feedback during the teaching period
In the classroom, a high level of interaction will allow students to receive an ongoing feedback from the lecturer and their peers. The case discussions, in which students develop solutions to business problems, allow for instant and continuous feedback. Therefore, students are expected to actively participate in all discussions and provide input from their own experiences.

Additionally, online and in-class quizzes will be used to allow participants an ongoing assessment of their learning progress.
Student workload
Teaching 27 hours
Preparation 108 hours
Examination 15 hours
Expected literature

The following is a list of relevant literature. The specific readings for each chapter will be announced before the start of the course.



  • Haenlein, Michael (2017), "How to Date Your Clients in the 21st Century: Challenges in Managing Customer Relationships in Today's World," Business Horizons, 60(5), 577-586.

  • Hougaard, Søren and Mogens Bjerre (2009), The Relationship Marketer - Rethinking Strategic Relationship Marketing. Berlin: Springer.

  • Kumar, V., Bharath Rajan, Rajkumar Venkatesan, and Jim Lecinski (2019), "Understanding the Role of Artificial Intelligence in Personalized Engagement Marketing," California Management Review, 61(4), 135-155.

  • Kumar, V. and Werner Reinartz (2018), Customer Relationship Management: Concept, Strategy, and Tools (3 ed.). Berlin: Springer.

  • Payne, Adrian and Pennie Frow (2005), "A Strategic Framework for Customer Relationship Management," Journal of Marketing, 69(4), 167-176.

  • Payne, Adrian and Pennie Frow (2013), Strategic Customer Management: Integrating Relationship Marketing and CRM. Cambridge: Cambridge University Press.

  • Palmatier, Robert W., Rajiv P. Dant, Dhruv Grewal, and Kenneth R. Evans (2006), "Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis," Journal of Marketing, 70(4), 136-153.

  • S. Ransbotham and D. Kiron, “Using Analytics to Improve Customer Engagement,” MIT Sloan Management Review, January 2018.

  • Rigby, Darrell K., Frederick F. Reichheld, and Phil Schefter (2002), "Avoid the Four Perils of CRM," Harvard Business Review, 80(2), 101-109.

  • Ritter, Thomas and Jens Geersbro (2011), "Organizational Relationship Termination Competence: A Conceptualization and an Empirical Test," Industrial Marketing Management, 40(6), 988-993.


Last updated on 04-06-2020