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CRM and marketing automation

  • Class 30
  • Practice 30
  • Independent work 60
Total 120

Course title

CRM and marketing automation

Lecture type


Course code






Lecturers and associates

Course overview

This module introduces students to the fundamentals of CRM and marketing automation both in theory and practice.
The objectives of this module are to enable students to:
• principles and methodologies of CRM and marketing automation,
• critically assess CRM functionalities to support business goals,
• recommend optimal tool that will support business processes,
• evaluate trends and challenges in CRM and marketing automation.
Throughout the semester students will be exposed to business cases and s scenarios where the usage of CRM and complimentary tools add value to business processes. Students will learn where, how, and why CRM is used, how to detect opportunities for such implementation and usage, and have a deep understanding of the overall market and global trends and importance of such platforms. Furthermore, additional emphasis will be on low code/no code platform as a foundation for CRM tools. Both lectures and practical part of this module is based on real life examples from local market and global examples how to/not to approach to CRM while working and discussing on latest cases across industries.

Transferable skills acquired through this module will make an excellent addition to the core marketing skills developed through other modules and they will contribute significantly to students’ development as complete business professionals. Module will prepare them both as practitioners and experts.


Essential reading:
1. Baran, R. J. and Galka, R. J. (2017) Customer Relationship Management: The Foundation of Contemporary Marketing Strategy, New York, NY: Routledge
2. Microsoft Inc. (2021) Microsoft Dynamics 365 training [Online]. Available at: (Accessed 10 May 2021)
3. Salesforce (2021) Trailhead [Online]. Available at: (Accessed 10 May 2021)
4. Salesforce (2021) Learning Centre [Online]. Available at: (Accessed 10 May 2021)
5. HubSpot (2021) HubSpote Learning Center [Online]. Available at: (Accessed 10 May 2021)

Recommended reading:
1. Powerobjects (2021) Dynamics 364 University Training Catalog [Online]. Available at: (Accessed 10 May 2021)
2. Buttle. F. and Maklan, S. (2019a) Customer Relationship Management, 4th edn, Abingdon, OX: Routledge

Further reading:
1. Fatouretchi, M. (2019) The Art of CRM: Proven strategies for modern customer relationship management, Birmingham: Pactk Publishing
2. Peelen, E. (2013) Customer Relationship Management, 2nd edn, London: Pearson Education
3. Parekh, L (2021) Cracking the CRM Code: How to Prevent Failures in Buying, Implementing and Using CRM, Chenai: Notion Press

Preuzmi vodič za studente

Minimal learning outcomes

  • Determine how CRM adds value in integrated and complex business processes.
  • Evaluate CRM technology and solution for required business process.
  • Argue CRM project management plan within defined business process.
  • Critically evaluate the importance of marketing strategy in the MAT context, recognize challenges and requirements.
  • Conclude the difference among available low code/no code solutions and successfully apply them in practice.

Preferred learning outcomes

  • Evaluate the impact of CRM implementation on business in a given example.
  • Prioritize CRM functionality modules for required business processes and determine the implementation plan according to given business goals.
  • Determine CRM project implementation and management plan for integrated business processes.
  • Create and implement successful strategy on a MAT platform, recognize challenges and offer the best solution for successful implementation.
  • Create low code/no code applications and successfully integrate them into existing CRM environment.
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