- 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
-
In this course will be in main focus the technology & "softwares" that are used for Client Relationship Management (CRM), for both existing & potential clients. In this course we will focus on how CRM systems help a company/brand to manage its customer portfolio, sales, optimise processes and increase the profit. Interaction with "data science", as well as "Artificial Intelligence", and "Digital Marketing" will be a significant part in this course.
- Objectives
-
This course has several main objectives to reach by the end of the semester: 1. The first objective is to introduce students to the new term "Customer Relationship Management", as well as the role that customers have in the existence and continuity of a company. 2. Introduce students to some of the most efficient CRM systems. 3. How to have "satisfied" customers through the proper use of CRM systems. 4. How CRM systems improve the efficiency of a business 5. To acquaint students with some study and practical cases.
- 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 this course students will be able to know the concepts related to Customer Relationship Management, as well as some of the CRM systems / software.
- 2
- Students will gain knowledge on the role of CRM and how CRM systems improve the efficiency of a business.
- 3
- Students will gain the necessary knowledge of how CRM systems help a company to manage its customer portfolio, sales, optimize processes, and increase profits.
- 4
- Students will be able to apply the knowledge gained about CRM systems, especially through laboratories.
- Quantity Percentage Total percent
- Midterms
- 1 30% 30%
- Quizzes
- 1 10% 10%
- Projects
- 1 10% 10%
- Term projects
- 0 0% 0%
- Laboratories
- 0 0% 0%
- Class participation
- 1 10% 10%
- Total term evaluation percent
- 60%
- Final exam percent
- 40%
- Total percent
- 100%
- Quantity Duration (hours) Total (hours)
- Course duration (including exam weeks)
- 16 3 48
- Off class study hours
- 14 5 70
- Duties
- 1 4 4
- Midterms
- 1 3 3
- Final exam
- 1 3 3
- Other
- 0 0 0
- Total workLoad
- 128
- Total workload / 25 (hours)
- 5.12
- ECTS
- 5.00