Customer Relationship Management (CRM) is a customer-oriented corporate strategy that uses modern IT to build and consolidate profitable customer relationships in the long term through holistic and individualised marketing, sales and service concepts. CRM techniques are becoming increasingly important for companies, especially in the course of the development from a purely transactional to an individual customer and network-orientated approach. In strategic CRM, for example, the evaluation of individual customer relationships (e.g. on the basis of customer lifetime value) and the value-oriented management of customer portfolios should be mentioned here. In analytical CRM, customer-specific data (e.g. on customer contacts and customer reactions) is recorded, collected, evaluated and analysed using methods such as data mining and text mining (business intelligence). In this way, knowledge about customer structures and customer behaviour is generated in order to support strategic and operational processes.

In the module "Customer Relationship Management and Customer Analytics", central concepts and methods of strategic, operational and analytical CRM are dealt with and illustrated using practical examples.

Students who have successfully completed this module are familiar with the fundamental theoretical principles and methods of CRM. In addition, they are able to successfully solve practical problems with the help of the course content (real use cases are taught in lectures and exercises), interpret the results and derive recommendations for action.