Customer Relationship Management and Direct Marketing (WS 2019/20)

Course Number

Field(s) of Study

University Calendar

Learnweb Platform


Course Language

Course schedule

Day Time Frequency Date Room
Monday 14:00- 18:00 single date 02.12.2019 Schloss, S 055
Tuesday 16:00- 18:00 weekly 03.12.2019- 28.01.2020 Juridicum, JUR 490
Tuesday 18:00- 20:00 weekly 03.12.2019- 28.01.2020 Juridicum, JUR 490
Wednesday 12:00- 14:00 weekly 04.12.2019- 29.01.2020 Juridicum, JUR 490
Wednesday 12:00- 16:00 single date 04.12.2019  
Monday 08:00- 18:00 single date 09.12.2019  
Wednesday 08:00- 16:00 single date 22.01.2020  


Detailed course outline.
Contact person: Michael Gerke, M.Sc.

This course takes place in the second term of the winter semester.

Course grade: Group work (100%)
Please register at the examination office for the regular examination period.

Credit points: 6 ECTS (PO BWL 2010)

During the course, please communicate and stay updated via the course page on Learnweb. Announcements, lecture slides and any additional material will be published there.

The password for all lecture materials will be displayed in our showcase at the MCM (Am Stadtgraben 13-15, 1st floor) four weeks prior to the first lecture and will also be given in the first lecture. Email and telephone enquiries regarding the password will not be answered.



The course is limited to a maximum of 30 participants. If more than 30 people want to attend the course, the course leaders will make a selection. Interested students have to send a current CV, a short letter of motivation and a transcript of records to Michael Gerke ( by November 8th at the latest. In case students have not performed any examinations during their master studies so far, they are invited to send their bachelor transcript. Students for whom the course is mandatory will be preferred.

Content and learning objectives

The module covers aspects for developing and designing value-adding relationships between customers and companies. Thereby, conceptual and methodical basics of customer relationship management (CRM/Customer Management) and direct marketing (DiMa) are presented. During the course students deal with current topics, concepts, and instruments of customer management and work on those in detail in a group assignment, which they present in front of the class and an expert panel. The participants receive a comprehensive overview of the planning, management, implementation, and controlling of customer relationship and direct marketing activities. In addition, the participants acquire knowledge, experience, and impulses in the three key competencies for successful CRM and DiMa: Expertise, statistics competence, and IT/data competence. The module consists of three teaching and learning formats (lectures, speed research, case study) and follows an interactive approach.

The following topics are, among others, covered in the course:

  • Introduction, overview, basics, and methods of CRM and DiMa
  • Concepts and tools of CRM and DiMa (customer experience management, journey mapping, lift, RFM, CLV, campaign control, personas, segmentation, CHAID etc.)
  • Interaction of customer management and direct marketing
  • Scope, management and controlling in CRM and DiMa

The aim of the course is to give students a profound and progressive understanding of customer relationship management and direct marketing. Thereby, it focuses on opportunities and challenges in data-driven companies.

Acquired skills

Professional skills:

  • Students are able to evaluate customers using a variety of methods (customer lifetime value (CLV), recency, frequency, monetary value (RFM)).
  • Students are able to plan and conduct direct marketing campaigns.
  • Students learn how to handle data available in companies (legal, methodical, strategic).

Soft skills and key qualifications:

  • Cooperation and collaboration: Some of the tasks consist of group work.
  • Presentation techniques: the tasks must be presented in front of the course.
  • Communication skills: fast capturing, processing, and preparing of content as well as the ad hoc presentation and discussion of it within the scope of the Speed ​​Research Day.


  • Professor Dr. Manfred Krafft (responsible)
  • Michael Gerke (accompanying)