Course in

CRM, Consumer Research and Online Reputation

CRM, Consumer Research and Online Reputation
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Course in CRM, Consumer Research and Online Reputation

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.


Course program

  • Unit 1: Relational marketing
  • Unit 2: CRM
  • Unit 3: CRM Systems
  • Unit 4: CRM Solutions
  • Unit 5: Social CRM
  • Unit 6: Satisfaction and Loyalty
  • Unit 7: Consumer behavior
  • Unit 8: Online reputation
  • Unit 9: Monitoring and its tools
  • Unit 10: ZARA's and Mahou's cases

General competences

  • Apply the knowledge acquired in the context of organizations and companies, as well as especially in the field of commercial communication and the digital environment.
  • Integrate the acquired knowledge and face the complexity of making judgments based on information that, being incomplete or limited, includes reflections on social, economic and ethical aspects.
  • Communicate their conclusions and knowledge, and the ultimate reasons that support them in a clear and effective way to specialized and non-specialized audiences.
  • Possess the learning skills that allow them to continue studying in a way that will be largely self-directed or autonomous, in order to remain up to date with technological challenges.
  • Possess the learning skills that allow them to start an academic career in the area of knowledge of Communication Sciences, after having developed a professional career for a year, if that were their desire.
  • Show that they know how to work in teams effectively.
  • Possess, understand and know how to apply knowledge about the commercial research methods specific to the online medium, applying both quantitative and qualitative research techniques.
  • Know and understand the possibilities offered by new technologies, especially Web 2.0 and 3.0 as a means of relating to the consumer and learning from him.