Customer relationship management in international business
Syllabus
Period
Semester 4
|
Method of evaluation
Assessment
Activities and hours
|
Number of ECTS points
3
|
C1 | To comprehend the interrelated potential of CRM strategy, systems & change management |
C2 | To learn about the implementation issues of CRM |
C3 | To discover the internal and external barriers of CRM implementation in an organization |
C4 | To get familiar with the CRM processes |
Code | Outcomes in terms of | Effects | Examination methods |
Knowledge | |||
W1 | Student is able to characterize interdependencies between relationship strategy, CRM systems and change management. | K2_W01 | Group project / Group work |
W2 | Student is able to describe the role of value creating processes | K2_W01 | Group project / Group work |
W3 | Student is able to evaluate the benefits of CRM implementation for an international organization | K2_W01, K2_W02 | Group project / Group work |
W4 | Student is able to uncover typical problems in CRM implementation in multinational companies | K2_W01, K2_W02 | Group project / Group work |
Skills | |||
U1 | Student is able to position CRM in global strategy, business units strategy and functional strategy of an enterprise | K2_U02 | Group project / Group work |
U2 | Student is able to choose goals of CRM implementation for a multinational company | K2_U02, K2_U05 | Group project / Group work |
U3 | Student is capable for planning CRM implementation in multinational company | K2_U02, K2_U05, K2_U15 | Group project / Group work |
Social competences | |||
K1 | Student is able to asses properly the importance of communication in international customer servicing processes | K2_U17, K2_U18 | Group project / Group work |
K2 | Student recognizes the interdependence between three stakeholders of a company: customers, employees and owners | K2_K03, K2_K04 | Group project / Group work |
No. | Course content | Subject's educational goals | Subject's learning outcomes |
1. | The idea of CRM and the relationship maturity of a company | C1 | W1, U1, K2 |
2. | Planning CRM implementation | C1 | W1, U1, K2 |
3. | Value creating processes, Lead Management, Cross- / Up-Selling. Loyalty Management, Anti-churn Management | C1, C4 | W1, W2, K1 |
4. | CRM processes' re-design | C1, C4 | W1, W2, K2 |
5. | Global CRM strategy | C1, C2, C4 | W1, W2, W3, W4, U2, K1 |
6. | The measurable benefits of CRM | C1 | W3, K2 |
7. | External barriers of CRM implementation | C1, C3 | W4 |
8. | Internal barriers of CRM implementation | C1, C3 | W4, K1 |
9. | CRM field implementation projects | C2, C4 | W2, W3, W4, U2, U3, K1 |
10. | CRM systems | C2 | W2, W3, W4, U2, U3, K1 |
Project method, Brainstorming, Conversation lecture, Lecture with multimedia presentation, Discussion, e-learning methods
Teaching methods | Method of evaluation | Credit conditions |
---|---|---|
Lectures | Group project / Group work | Students are asked to follow the topics presented during the lectures and to step wise prepare a team project (recommended). Alternatively, there is an exam for the students, who did not participate in a project team. |
Activity form | Activity hours* | |
Participation in lectures | 30 | |
Project preparation | 24 | |
Data collection | 24 | |
Student workload |
Hours
78
|
ECTS
3.0
|
Workload involving teacher |
Hours
30
|
ECTS
1.0
|
Practical workload |
Hours
24
|
ECTS
0.5
|
* one hour of classes = 45 minutes