Study Guide

Objective

You are able to?
describe the scope of Customer Relationship Management (CRM) from both strategic as well as operational perspective?
explain the importance of key customers and CRM as a value-creating business process?
can collect and analyse the deep customer insight?and understand the meaning of it to the business
can describe, analyse and develop the profitable business model based on customer insight?
have basic skills in how to use CRM programs

Content

What is customer relationship management as a strategic management philosophy and as a key business process??
What are the principles of Key account management??
What is customer insight and what are the main data collection methods??
How to use available CRM software?programs in practice?

Materials

- Assigned readings separated by topics
- Selected chapters from the following source materials to further your understanding ( only most important are mentioned)
- Baran, R. J. & Galka, R. J., 2013. CRM: The Foundation of Contemporary Marketing Strategy. First ed. New York: Routledge.
- Buttle, F., 2009. Customer Relationship Management: Concepts and Technologies. Second ed.
Oxford: Elsevier Ltd.

Teaching methods

Scheduled track:
You are able to:
a) describe the scope of Customer Relationship Management (CRM) from both strategic as well as operational perspective
b) explain the importance of key customers and CRM as a value-creating business process
c) can collect and analyse the deep customer insight and understand the meaning of it to the business d) can describe, analyse and develop the profitable business model based on customer insight
e) have basic skills in how to use CRM programs

Exam schedules

Resit exams take place on specific times during the academic year. Prior registration and acceptance is mandatory before appearing for the resit exam.

Assessment methods and criteria

You can:
a) use professional CRM vocabulary and concepts in an expert way in different situations.
b) evaluate information sources critically
c) work as team members in working life expert duties and identify and describe the problems of the professional field.
d) evaluate operations in customer, user and target group situations.
e) choose appropriate models, methods, software and techniques according to the purpose and justify these choices.
f) apply critically the ethical principles of the professional field in different situations.

Qualifications

Customer oriented marketing 5 ECTS credits
Customer insight and customer service 5 ECTS credits