The acronym CRM comes from Customer Relationship Management and whose translation into Spanish can be "Gestión de las relaciones con el cliente". There is a belief that a CRM is only a sales management software, but this concept is deeper and has greater consequences in business. CRM is a business philosophy and a series of relational marketing strategies in which a company understands that its most precious asset is its customers, and does everything possible to make them the focus.
Upon finishing this subject, the student must be able to solve problems, make decisions and judgments from incomplete information in all aspects that have to do with the brand-consumer relationship through the Internet and digital social media, with research on the consumer or with the generation and analysis of the brand image and online reputation. This knowledge will be translated and must be demonstrated by their ability to design, plan and develop a consumer relationship strategy through the Internet and digital social media, which in turn serves as the basis for a research plan on the consumer and the brand and their online reputation.