Faculty of Business and Management Sciences · Business Administration (English 30%) · Undergraduate
Course Objective
The aim of this course to equip students with a comprehensive understanding of strategies and technologies essential for acquiring, retaining, and enhancing customer relationships. Students will learn to design and implement effective CRM programs, emphasizing customer experience, satisfaction, and loyalty to drive long-term business success
Course Content
This course offers a comprehensive exploration of strategies and technologies essential for cultivating and maintaining profitable customer relationships. Students will delve into the principles of relationship marketing, examining how to create value and satisfaction for customers. The curriculum covers the development and implementation of CRM strategies, the integration of technology and data analytics in managing customer interactions, and the ethical considerations surrounding customer data. Through case studies and practical applications, learners will gain insights into customer acquisition, retention, and loyalty programs, preparing them to effectively manage customer relationships in various business contexts.
Required Resources
Customer Relationship Management: Concepts, Applications and Technologies, 5th Edition, ISBN-13: 978-1032247441, Authors: Daniel D. Prior, Francis Buttle, Stan Maklan.
Customer Relationship Management: Concept, Strategy, and Tools, 2nd Edition, ISBN-13: 978-3662553800, Author: V. Kumar.
Customer Relationship Management, 2nd Edition, ISBN-13: 978-0273774952, Authors: Ed Peelen, Rob Beltman
Recommended Resources
The Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value, 1st Edition, ISBN-13: 978-1578516872, Author: Fred Reichheld.
Managing Customer Relationships: A Strategic Framework, 2nd Edition, ISBN-13: 978-0470423479, Authors: Don Peppers, Martha Rogers.
Customer Relationship Management: The Foundation of Contemporary Marketing Strategy, 1st Edition, ISBN-13: 978-1138586444, Authors: Roger J. Baran, Robert J. Galka.
Course Learning Outcomes
- Define basic CRM concepts and express their importance in increasing customer satisfaction and loyalty.
- Analyze customer data to develop targeted marketing strategies and personalized customer experiences.
- Evaluate and select appropriate CRM tools and technologies to support organizational goals.
- Design effective customer journey maps that align with business objectives and increase customer engagement.
- Consider ethical and legal considerations when managing client information and relationships.
- Develop strategies for customer acquisition, retention and relationship optimization to drive business growth.
Core Area Distribution
Teaching Methods
Assessment & Evaluation
ECTS / Workload
| Activity | Quantity | Duration (h) | Total Workload |
|---|---|---|---|
| Course Duration (Including Exam Week) | 16 | 3 | 48 |
| Out of Class Study Period | 16 | 3 | 48 |
| Midterm | 0 | 0 | 0 |
| Quiz | 0 | 0 | 0 |
| Assignment | 1 | 15 | 15 |
| Practice | 1 | 15 | 15 |
| Final | 1 | 2 | 2 |
Course Schedule
| Week | Subject | Preparation |
|---|---|---|
| 1 | An Introduction to Consumer Behavior | Michael R Solomon, Buying, Having and Being, 11 Edition, Pearson, 2015 |
| 2 | Consumption process | Solomon, M. R. (2015). Consumer Behavior: Buying, Having. and Being (11th ed.). Upper Saddle River, New Jersey: Pearson Education, Inc. |
| 3 | Consumers as Individuals: Perception | Solomon, M. R. (2015). Consumer Behavior: Buying, Having. and Being (11th ed.). Upper Saddle River, New Jersey: Pearson Education, Inc. |
| 4 | Learning and Memory | Solomon, M. R. (2015). Consumer Behavior: Buying, Having. and Being (11th ed.). Upper Saddle River, New Jersey: Pearson Education, Inc. |
| 5 | Attitudes & Persuasion | Solomon, M. R. (2015). Consumer Behavior: Buying, Having. and Being (11th ed.). Upper Saddle River, New Jersey: Pearson Education, Inc. |
| 6 | Consumer Behavior Research Methods | Solomon, M. R. (2015). Consumer Behavior: Buying, Having. and Being (11th ed.). Upper Saddle River, New Jersey: Pearson Education, Inc. |
| 7 | Revision for the Midterm Exam | Class discussion |
| 8 | Mid Term Exam | written |
| 9 | Decision Making | Solomon, M. R. (2015). Consumer Behavior: Buying, Having. and Being (11th ed.). Upper Saddle River, New Jersey: Pearson Education, Inc. |
| 10 | Household Decision Making | Solomon, M. R. (2015). Consumer Behavior: Buying, Having. and Being (11th ed.). Upper Saddle River, New Jersey: Pearson Education, Inc. |
| 11 | Buying and Disposal | Solomon, M. R. (2015). Consumer Behavior: Buying, Having. and Being (11th ed.). Upper Saddle River, New Jersey: Pearson Education, Inc. |
| 12 | Social Class and Lifestyles | Solomon, M. R. (2015). Consumer Behavior: Buying, Having. and Being (11th ed.). Upper Saddle River, New Jersey: Pearson Education, Inc. |
| 13 | Group Influence and Opinion Leadership | Solomon, M. R. (2015). Consumer Behavior: Buying, Having. and Being (11th ed.). Upper Saddle River, New Jersey: Pearson Education, Inc. |
| 14 | Presentation of the individual report | Q&A |
| 15 | Presentation of the individual report | Q&A |
| 16 | Final Exam | Written |