Skip to main content

Customer relationship management (5 cr)

Code: IB00CP33-3004

General information


Enrollment

14.12.2020 - 14.01.2021

Timing

01.01.2021 - 02.05.2021

Number of ECTS credits allocated

5 op

Virtual portion

3 op

RDI portion

3 op

Mode of delivery

40 % Contact teaching, 60 % Distance learning

Teaching languages

  • English

Degree programmes

  • Degree Programme in Digital International Business

Teachers

  • Jagat Kunwar

Teacher in charge

Jagat Kunwar

Groups

  • IBKV19SP1
    Digital international business, International marketing
  • IBKV19SP2
    Digital international business, Global supply chain management

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

Any elementary textbooks related to strategic aspects of CRM can act as preliminary background for the course. Some suggested resources are as follows:•Assigned readings separated by topics•Selected chapters from the following source materials to further your understanding (only most important are mentioned) oBaran, R. J. & Galka, R. J., 2013. CRM: The Foundation of Contemporary Marketing Strategy. First ed. New York: Routledge.oButtle, F., 2009. Customer Relationship Management: Concepts and Technologies. Second ed. Oxford: Elsevier Ltd.oPeppers, D. & Rogers, M., 2004. Managing Customer Relationships: A Strategic Framework. Hoboken, New Jersey: John Wiley & Sons, Inc

Teaching methods

At the end of the study unit, students should be able to:•Comprehend the scope of CRM •Define metrics to identify key customers of the company•Relate CRM and business performance •Devise relationship strategies to maximize CLV throughout the customer life cycle •Plan portfolio specific relationship strategies•Identify organizational changes required to manage customer relationships in a digital economy

Exam schedules

There will be approximately 5 tutorial assignments each worth 15% that the student must complete after the end of study themes. At the end, there will be an additional online quiz worth 25%. It is essential to complete all the tasks and obtain at least half points from each of the assignments in order to pass. The details regarding course tasks will be handed out as the course progresses. Some preliminary information regarding tasks is already provided in the course page and attached document in Learn.

Evaluation scale

1-5

Qualifications

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