Customer relationship management (5 cr)
Code: IB00CP33-3003
General information
Enrollment
16.12.2019 - 10.01.2020
Timing
06.01.2020 - 26.04.2020
Number of ECTS credits allocated
5 op
Mode of delivery
Contact teaching
Campus
Kouvola Campus
Teaching languages
- English
Degree programmes
- Degree Programme in International Business
Teachers
- Tuuli Järvinen
Teacher in charge
Tuuli Järvinen
Groups
-
IBKV18SP1
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:
- Peppers, D. & Rogers, M., 2004. Managing Customer Relationships: A Strategic Framework. Hoboken, New Jersey: John Wiley & Sons, Inc.
- Buttle, F., 2009. Customer Relationship Management: Concepts and Technologies. Second ed.
Oxford: Elsevier Ltd.
- Baran, R. J. & Galka, R. J., 2013. CRM: The Foundation of Contemporary Marketing Strategy.
First ed. New York: Routledge.
Teaching methods
At the end of the study unit, students should be able to:
• Comprehend the scope of CRM from different perspectives
• Identify criteria for defining key customers of the company
• Build and maintain customer relationships according to their life-cycle stages
• Define key metrics of CRM success
• Explore different technological options for CRM used by companies in practice
• Understand critical issues in implementing CRM practices in a global context
Exam schedules
The maximum number of points obtainable from the course is 100, which is broken down as follows:
- Final exam 50 Points
- 5 Learning diary essays 50 Points
- Attendance (bonus) 10 points
Evaluation scale
1-5
Qualifications
Customer oriented marketing 5 ECTS credits
Customer insight and customer service 5 ECTS credits