Customer relationship management in international business

Syllabus

Basic information

Field of study*
International Economic Relations
Specialisation
International Business
Department
UEP
Level of qualification
Second-cycle programme
Mode of study
Full-time
Track
General academic
Didactic cycle
2020/2021
Subject code
UEPMSG03S.28C.11372.20
Language of instruction
English
Mandatory
Obligatory
Block
Block C
Person responsible for the content of the syllabus
Bartosz Deszczyński
Period
Semester 4
Method of evaluation
Assessment

Activities and hours
  • Participation in lectures: 30
Number of ECTS points
3

Subject’s educational aims

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

Subject's learning outcomes

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

Study content

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

Bibliography

Obligatory
  1. Baran R.J., Galka R.J., 2013, CRM, The Foundation of Contemporary Marketing Strategy, Routledge, New York.
  2. Payne A, Frow P., 2013, Strategic Customer Management, Integrating Relationship Marketing and CRM, Cambridge University Press, Cambridge.
Recommended
  1. Gentle M., CRM Project Management Handbook – Building realistic expectations and managing risk, Kogan Page, London 2004
  2. Greenberg P., CRM at Speed of Light, Third Edition, Essential Customer Strategies for the 21st Century, McGraw-Hill/Osborne, New York, Chicago, San Francisco, Lisbon, London, Madrid, Mexico City, Milan, New Delhi, San Juan, Seoul, Singapore, Sydney, Toronto 2004

Course advanced

Teaching methods:

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.

Calculation of ECTS points

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