SPECIALIZED ONLINE COURSE IN LEAD GENERATION AND CRM
Improve your business results by linking customer and brand
With the Lead Generation and CRM course you will become a professional in customer management and lead generation with high impact on the business.
Customer relationship management is critical in today's highly competitive environment. Until recently, there was a false belief that CRM was simply data storage and contact management software. Customer Relationship Management goes much further and is defined as a business strategy whose impact on the organization is decisive in terms of results and brand-customer bonding.
- Online
Language:
SpanishOnline
Available locations
- Online Format
WHY STUDY LEAD GENERATION AND CRM?
Digital customer planning and management is emerging as a key discipline in management. The current reality demands a business transformation project where the role of digitalization is fundamental. The reality is that we can still find quite a few companies that have not carried out a real reorientation to the customer, that have simply made a cosmetic change but without reaching deep organizational layers. However, a business management that does not adjust to the new requirements of the digital customer is unsustainable in the long term.
You can't miss this course because:
Customer relationship and management
In an economy where competition between brands is fierce and achieving business objectives is increasingly difficult to achieve, customer relationship management is the element that enables business scalability.
Business management
Little by little we see that differentiation based on elements of the Marketing Mix is becoming obsolete and a new way of managing business is emerging: organizations focused on their customers who understand that customer relationship management is the key to real differentiation and consequent improvement in results.
Transformation in the organization
It is a matter of going a step further and achieving a transformation in the organization that revolves around the customer. It is obvious that sooner or later all organizations will have to undertake this process if they want to remain in the market, the question is not whether to do it or not, but how to do it in an effective and meaningful way.
Why ESIC?
At ESIC we know that the best way to learn is by doing. Therefore, our program is designed based on tools, workshops, real cases and the use of licenses so that you can access the labor market with the best possible preparation. Our CEOCRM stands out for:
Reputation of more than 50 Years: ESIC is an educational institution with a rich history of more than 50 years in marketing and business education. This tradition and experience consolidate its leadership in the field and guarantee a quality approach to training.
Pioneers in Marketing: As pioneers in marketing education, ESIC has been at the forefront of marketing trends and practices for decades. This means you'll get an education that is grounded in experience and adapted to the latest developments in the field.
Alumni Network: ESIC's alumni community includes many successful professionals in the marketing and business world. By joining ESIC, you will have access to a valuable network of contacts that can open doors and opportunities in your career.
Programs adapted to today: ESIC prides itself on keeping its academic programs up to date with the latest trends and technologies. The advanced course you are considering focuses on online strategies in social media and sales, crucial areas in today's digital age.
Commitment to Excellence: ESIC has a strong commitment to academic excellence and student success. Highly qualified faculty and cutting-edge teaching methodology ensure that you will get a high-quality education that will prepare you to excel in the field of online marketing and technology.
Reputation of more than 50 Years: ESIC is an educational institution with a rich history of more than 50 years in marketing and business education. This tradition and experience consolidate its leadership in the field and guarantee a quality approach to training.
Pioneers in Marketing: As pioneers in marketing education, ESIC has been at the forefront of marketing trends and practices for decades. This means you'll get an education that is grounded in experience and adapted to the latest developments in the field.
Alumni Network: ESIC's alumni community includes many successful professionals in the marketing and business world. By joining ESIC, you will have access to a valuable network of contacts that can open doors and opportunities in your career.
Programs adapted to today: ESIC prides itself on keeping its academic programs up to date with the latest trends and technologies. The advanced course you are considering focuses on online strategies in social media and sales, crucial areas in today's digital age.
Commitment to Excellence: ESIC has a strong commitment to academic excellence and student success. Highly qualified faculty and cutting-edge teaching methodology ensure that you will get a high-quality education that will prepare you to excel in the field of online marketing and technology.
Rankings and accreditations
YESTERDAY, TODAY, ALWAYS
#1
SPAIN
Leaders in marketing master's degrees according to El Mundo
#3
SPAIN
ESIC on the podium of best business schools for recent graduates and young professionals
#34
EUROPE
ESIC in the top European ranking for marketing programs
#49
WORLD
Best marketing school based on feedback from alumni, students and employers
ENTRY PROFILE, WHO IS THE PROGRAM AIMED AT?
Customer Experience Managers
Contact center managers
Business development managers
Marketing Managers
Sales directors or sales managers
Communication managers
Project managers
Product Managers
Strategic Director
Responsible for e-commerce
Business managers and directors
Digital Marketing managers
Business development
Objectives of the Online Specialized Course in Lead Generation and CRM
Lead CRM projects throughout the entire customer relationship: from lead acquisition and management to customer loyalty.
Develop a branded lead acquisition methodology focused on maximizing value and business objectives.
Design a CRM strategy from the beginning, implement and optimize it to contribute to business growth.
Use customer insight to improve conversion, engagement and impact on the company's bottom line
Lead the company's transformation towards a customer centric and data driven organization.
ACADEMIC PROGRAM
This program addresses customer relationship management (CRM) from strategic to technological approaches, exploring customer experience and legal aspects, ensuring a comprehensive understanding of this key business discipline.
- Customer Centric business and strategic decision making
- CRM, Customer Relationship Management
- Design of a CRM strategy
- Gartner model, pillars and functional areas
- Management throughout the Customer Journey
- The DB as an engine of customer knowledge and CRM strategy
- The support of the analysis to the main CRM objectives
- Customer segmentation and modeling techniques
- Business Intelligence for decision making and goal achievement
- How to analyze and interpret data
- Construction of the promise of experience.
- Customer experience management model.
- Customer experience tools: Customer Journey, Buyer Persona, blueprint
- The Experience ecosystem: The role of each area in the experience strategy
- Organization and deployment of the strategy.
- Know the key factors for the implementation of an omnichannel strategy.
- Most relevant channels and their differences when defining a communications strategy
- Multichannel orchestration and activation
- CRM project design: scope definition, general roadmap and investment limit
- CRM strategy implementation process: solution design, testing and deployment, implementation and training
- How to generate leads on websites and landings. SEO optimization for lead acquisition
- Paid Media: SEM, display
- Digital lead targeting and digital lead scoring
- Care strategies for database compilation: metrics, variables and sources and their incorporation into the database.
- Social Listening applications for lead and customer management
- The importance of inbound in a saturated ecosystem
- Contribution to business objectives, metrics and optimization of results.
- Interconnection of independent channels in CRM
- The Contact Center as the center of CX in customer management
- Quality and Experience versus loyalty: customer service and the Contact Center
- Customer knowledge feedback and database
- Business and customer oriented process and technology.
- CRM-oriented system map
- Technological ecosystems, trends and new possibilities from the hand of AI
- Benchmark of solutions and possibilities
- Legal aspects of lead and customer management.
- Personal data and privacy
- Legality of data management, digital environments .
*Academic structure subject to change. Some business reality and networking sessions may be delivered in webinars outside of class hours.
PRACTICAL PART
Analytical CRM Workshop: In this workshop we will explore the possibilities of growing a business in light of customer information in a database. We will develop customer modeling to draw conclusions and discuss solutions to the challenge facing the brand.
Salesforce Workshop: Discover the leading customer management tool and learn how to master the key tools for successful customer and sales management.
TOOLS YOU WILL LEARN
These are some of the tools you will work with throughout the program. Not only will you put them into practice in the program, but you will internalize their use so that they become support tools in your work life.
TEACHING METHOD
TRANSFORMATIVE LEARNING BY ESIC
It is an innovative training ecosystem that helps you to deploy your talent to the maximum and thus develop professionally and personally.
In your journey of personal transformation, you will interact with five pillars of support, which underpin your learning experience:
- Business reality brought to the classroom through case studies and practical activities.
- Soft Skills fundamental for your personal and professional development
- An expert teaching and sectorial faculty
- A heterogeneous community of national and international students
- All the areas and services that ESIC puts at your disposal
The Transformative Learning teaching method helps you by implementing innovative active learning methodologies where the teacher puts you at the center of the learning process and guides you towards academic excellence. The objective is for you to acquire competencies through the practical application of knowledge and tools.
The resources you will have at your disposal are:
- Asynchronous support materials, videos, readings, etc.
- Self-evaluation
- Tutored application and feedback
- Practical and experiential activities
- Evaluation system that combines the demonstration of individual and group achievements.
- Supervised final project
Faculty and guest speakers
The essence of our program lies in an exceptional faculty. Our faculty is composed of leading professionals and academics with vast experience in the field of marketing and sales. These experts combine their in-depth theoretical knowledge with solid practical experience, offering students a unique and valuable perspective. In addition, many of our professors hold leadership positions in renowned companies, ensuring a direct connection to the latest industry trends and practices.
Paloma Lucas Pesque
Program Director
*Faculty and guest speakers are subject to change.
JOB OPPORTUNITIES
The job opportunities after completing this program are very wide-ranging. CRM specialists are one of the most demanded profiles by companies and with greater projection in the labor market, since customer management is an essential discipline in business management. You can play roles such as CRM department director, CRM Project Leader, Customer Experience manager, Marketing Manager, CRM Consultant, business development specialist or manager, among others.
You will acquire skills in data analysis, digital tools, relationship management, digital lead generation strategy, which will make you highly valued in a constantly evolving job market.
Campus and prices
Online Specialized Course in Lead Generation and CRM in Online Format
Campus in Online Format
Avenida Juan XXIII 12 | 28223 Pozuelo de Alarcón, Madrid
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SCHOLARSHIPS AND GRANTS
We do not want economic issues to be an obstacle for you to achieve your goals and ensure a training with a future, therefore, we present a wide range of possibilities that will help you in this regard, both the Scholarship Plan that we have developed from ESIC, as well as those that are available to you from different public or private organizations. The scholarships and grants available are as follows:
- - Own scholarships
- - National scholarships
- - International scholarships
- - Mobility grants for international internships
- - Insurance and assistance
FINANCING
ESIC has financing agreements with certain banks under preferential conditions for students enrolled in any of the school's programs. The specific rules and conditions of each of these agreements can be found in the Secretary's Office. ESIC helps you with the financing of your career.
If you live outside of one of the cities where ESIC has a campus, and you are looking for accommodation, we recommend a series of companies and residences dedicated to student housing. Find the one that best suits your needs.
More information
ESIC has partnered with the Flywire platform to accept payments from foreign students from all over the world. You can make your payment easily and securely in your own currency, using local payment methods from the safety and comfort of your home. You will have real-time tracking and multilingual support around the clock.
More informationESIC AGENDA
-
BUSINESS BREAKFAST. Diverse Organizations, Successful Teams: The Role of HR
When?January 30, 2025 | from aWhere Campus Diagonal (Carrer de Marià Cubí, 124) -
KAM 2025: Key Account VALUE Strategies
When?February 20, 2025 | from aWhere Campus Diagonal (Carrer de Marià Cubí, 124) -
When?March 20, 2025 | from aWhere Campus Sarrià (Passeig Santa Eulàlia nº2 Barcelona).
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