Customer Relationship Management and Direct Marketing (WS 2020/21)

Course Number

Field(s) of Study

University Calendar

Learnweb Platform


Course Language

Course schedule

Day Time Frequency Date Room
Thursday 12:00- 18:00 single date 07.01.2021  
Friday 12:00- 18:00 single date 08.01.2021  
Wednesday 08:00- 16:00 single date 10.02.2021  


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 sent via Email. Email and telephone enquiries regarding the password will not be answered.

Please note that due to the current restrictions imposed by COVID-19, our lectures (BSc and MSc level) will take place digitally via Zoom in the coming winter semester. At the same time, we aim for small meetings in person for our exercise sessions, tutorials, and seminars. We are also making preparations to offer some sessions in a hybrid format where students can chose between a physical or digital participation.

The detailed schedules for each course will be announced on Learnweb by the end of October at the latest. Please note that these schedules may be subject to changes if restrictions are relaxed or strengthened. Any changes will be announced on Learnweb.



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 upload a current CV, a short letter of motivation and a transcript of records (documents can be in English or German) on the respective application website by November 8th (23:59) 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. This applies in particular to master students in Information Systems with the selection of the Track Marketing, for whom up to 15 places are reserved.

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.


  • Dr. Claudio Felten (responsible)