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

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

Opiskelumuodot ja -menetelmät

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

Tenttien ja tehtävien ajoittuminen

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.

Arviointiasteikko

1-5

Esitietovaatimukset

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