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Ana Kekezi, PhD

Code
IMC 222
Name
Management of Consumer Relations
Semester
4
Lecture hours
3.00
Seminar hours
0.00
Laborator hours
0.00
Credits
3.00
ECTS
5.00
Description

Objectives

Java
Tema
1
Introduction to concepts and familiarity with customer relationship management-CRM. Presentation of the literature and basic resources of the course, presentation of the syllabus and the way of assessment and tasks where students will be engaged
2
Automatic Marketing Systems and CRM
3
Customer Value / Company Value / Chain Satisfaction-Loyalty-Profit / Customer Value Concept Enhancement
4
Transactional marketing (TM) vs. Relationship Marketing (RM) / Concepts, Similarities and Changes / Organizational Forms of RM
5
Strategic CRM, Development and Its Elements / Changes Defined by the Customer / Customer Management Benefit / Loyalty Programs
6
Strategic CRM- Part 2, Processes, Implementation, Evaluation Criteria, Characteristics / Value Proposal, Customer Strategy, Stakeholder Management
7
CRM campaign management, Stages, Identifying the targeted customer/ Developing communication strategy, media channels, budget
8
Midterm Exam
9
CRM in marketing channels, CRM strategies in channels, Types of marketing channels in CRM
10
Customer Services, Elements, Service Automation / Customer Requirements to the organization, Factors for successful implementation
11
Customer persuasion in CRM, Applied Models, Applying Persuasion and its Tactics / Principles of Consumer Psychology
12
Social Media in Customer Relationship Management-CRM, Application and Impact
13
Realizing Benefits of CRM / Planning to succeed
14
Realizing Benefits of CRM / Implementing CRM
15
Future of CRM
16
Final Exam
1
At the end of the course students will have gained knowledge about the main theories and practices in the field of customer relationship management.
2
Students will be able to understand the importance of CRM in a company as well as the impact on business success.
3
They will gain practical skills for the process of CRM and the role that coordination of different departments plays within the company.
Quantity Percentage Total percent
Midterms
1 20% 20%
Quizzes
1 3% 3%
Projects
1 5% 5%
Term projects
1 10% 10%
Laboratories
0 0% 0%
Class participation
1 2% 2%
Total term evaluation percent
40%
Final exam percent
60%
Total percent
100%
Quantity Duration (hours) Total (hours)
Course duration (including exam weeks)
16 3 48
Off class study hours
14 5 70
Duties
2 0 0
Midterms
1 8 8
Final exam
1 8 8
Other
0 0 0
Total workLoad
134
Total workload / 25 (hours)
5.36
ECTS
5.00