Customer relationship management (5 op)

Tavoitteet

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

Sisältö

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?

Opiskelumateriaali

- 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.

Opiskelumuodot ja -menetelmät

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

Tenttien ja tehtävien ajoittuminen

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

Arviointiasteikko

1-5

Esitietovaatimukset

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