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Major Module V


Marketing Performance Management

Lecture (14266.0202)

            Instructor: Lars Gemmer
            Date: October 8 - November 26, 2019 (1st term)
            Time: 10:00 - 11:30 and 14:00 - 15:30
            Location: Seminar room -1.501, Sibille-Hartmann-Straße 2-8, more see Klips

Exercise (14266.0203)

            Instructor: Zeynep Karagür
            Date: October 14 - November 25, 2019 (1st term)
            Time: 14:00 - 15:30 and 16:00 - 17:30
            Location: Lecture hall XXV, Gutenberg, WiSo-Schlauch, more see Klips


Customer Relationship Management

Lecture (14266.0000)

            Instructor: Prof. Dr. Werner Reinartz
            Date, time, loction: see Klips

Exercise (14266.0001)

            Instructor: Manuel Berkmann
            Date, time, location: see Klips


The examination form is a written exam of 120 minutes. Please note that the exam can be answered either in German or in English.  

1st Exam (120 minutes):
Date: Wednesday, February 12, 2020
Time: 12:45 - 14:45 
Room: Lecture hall/Hörsaal A 2, 1st floor, Hörsaalgebäude

2nd Exam (120 minutes):
Date: Monday, March 23, 2020
Time: 10:00 - 12:00
Room: Lecture hall / Hörsaal XXI, Hauptgebäude

Please keep in mind that you need to register for the exam during the given registration period. It is NOT possible to register after the registration period. Note that no responsibility is taken for the correctness of the information. Please refer to the Examination Office for all examination-related questions.

Zum Bestehen der Veranstaltung muss eine schriftliche Prüfung abgelegt werden. Bitte beachten Sie, dass die Prüfung sowohl auf Deutsch als auch auf Englisch abgelegt werden kann.

1. Prüfungstermin:
Modulprüfung (120 Min.): N.N.

2. Prüfungstermin:
Modulprüfung (120 Min.): N.N.

Bitte beachten Sie, dass Sie sich nur innerhalb der vorgegebenen Fristen für die Klausur anmelden können. Es ist NICHT möglich, sich nach Ablauf der Frist nachträglich anzumelden. Es wird keine Verantwortung für die Richtigkeit der Informationen übernommen. Bitte informieren Sie sich beim Prüfungsamt über alle klausurbedingten Fragen.


Customer Relationship Management:

The term "Customer Relationship Management" came into vogue in the mid 1990's. Since then, the concept of CRM has undergone a substantial evolution. Traditionally, the introduction of CRM was being viewed as a temporary activity. Some managers believed that CRM equals software or technology. However, nothing could be further from the truth than that. In this course, we want to look in this course at CRM from a strategic perspective. The core idea is to use a CRM approach to seed and harvest the benefits that arise from a relationship marketing approach. The way CRM is conceptualized in this class is different from a simple technological definition. We entitle our concept, "Marketing-driven CRM". This is because our concept is based on sound marketing principles and comprises a holistic company-wide view of the domain. It recognizes the need to carefully balance organizational and customer interests. Shaping the customer-firm interaction via attraction and retention of the target customer groups is woven into the strategic and operational fabric of successful CRM adopters. Firms recognize that not all customers are created equal. Thus they need to develop capabilities that allows them attract and retain valuable customers. As a result, customer relationship management will be a complex set of activities that is likely to form the basis for a sustainable and hard to imitate competitive advantage. The discussion will apply both to B2B and to B2C settings.

Marketing Performance Management:

The course addresses problems of measuring, evaluating, and controlling the marketing performance. The course content focusses on success measures of marketing performance management, relevant marketing theories and marketing models, and the essential concepts of marketing performance management (brand equity and customer equity). In addition, instruments for analysing and controlling the marketing performance are presented. Usually, the course includes guest lectures by practitioners that link its contents to practical issues.

Learning Objectives

Customer Relationship Management:

The course will provide students with insight on:

  • What are the theoretical and conceptual foundations of CRM?
  • How can CRM enhance organizational performance?
  • How does CRM force the interaction between corporate strategy, organizational structure, supply chain, and customer facing front end?
  • How are CRM strategies implemented?
  • What is the role of measuring and managing customer satisfaction, customer loyalty, customer profitability, and lifetime value?
  • How does one use some of the basic CRM analytic tools?

Marketing Performance Management:

Based on theoretical and empirical contributions, students learn how to evaluate marketing activities in research as well as in business contexts:

  • Students understand important theories marketing performance management is based on,
  • Students are able to apply these theories in order to quantify the impact of marketing activities,
  • Students are able to explain the relationship between marketing and finance; thus, they are in a position to demonstrate the contribution of marketing activities to the value of a firm,
  • Students are able to write a master thesis, e.g., in the area of marketing-mix optimization.