Ever wished you could go back to school and take a marketing class? Here’s your chance! Bruce Gregoire is an Adjunct Professor of Marketing at Johns Hopkins University. His Foundations of CRM course for Catalog University is a great way to get an introduction to CRM marketing, where it started and what it is today.
Foundations of CRM
This class will introduce you to the Foundations of CRM. Most direct marketers will tell you that they learned their craft “on-the-job” – meaning there were very few collegiate courses of any kind available in these topics. So this “by-the-book” content is meant to demonstrate some of the theory and practice now available in textbooks. The textbook we reference is V. Kumar’s “Customer Relationship Management”, available on Amazon.
Introduction: We begin with a very basic introduction to Direct Marketing – apropos for new practitioners – to emphasize how the fundamentals of Direct Marketing still hold true today (even with the advent of digital marketing). We then proceed to a short history of the evolution of Database Marketing and CRM, and highlight the distinction between the two.
CRM philosophy: An important distinction to understand is there are 2 dimensions to CRM: A CRM customer philosophy, and CRM software technology. The basic philosophy of CRM is introduced by illustrating your Grandmother’s Corner Grocery store – where all the elements of CRM were practiced.
CRM Concepts: The textbook content of this course – supported by Kumar’s CRM text – introduces the following CRM concepts: