- 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
-
The objectives that are intended to be achieved with the realization of this course are: - Students need to understand how customer service is related to other business functions and its importance to the business as a whole. - Understand the importance of customer service attitude because of the importance it has in marketing. - Understand productive marketing practices and techniques and know how to apply them. - Be able to identify, understand and apply basic marketing concepts to meet marketing challenges.
- 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
- Në përfundim të kësaj lënde studentët do të jenë në gjendje të njohin konceptet që lidhen me Menaxhimin e Marrdhënieve me Klientët, si eddhe disa prej stistemeve/software CRM.
- 2
- Studentët do të përvetësojnë njohuri mbi rolin e CRM dhe sesi sistemet CRM përmirësojnë efikasitetin e një biznesi.
- 3
- Studentët do të përfitojnë njohuri të nevojshme sesi sistemet CRM i vijnë në ndihmë një kompanie për të menaxhuar portofolin e klientëve, shitjet, optimizuar proceset, si edhe për të rritur fitimet.
- 4
- Studentët do të jenë në gjendje të aplikojnë njohuritë e marra rreth sistemeve CRM, sidomos përmes laboratorëve.
- Quantity Percentage Total percent
- Midterms
- 1 20% 20%
- Quizzes
- 0 0% 0%
- Projects
- 1 20% 20%
- Term projects
- 0 0% 0%
- Laboratories
- 0 0% 0%
- Class participation
- 1 10% 10%
- Total term evaluation percent
- 50%
- Final exam percent
- 50%
- Total percent
- 100%
- Quantity Duration (hours) Total (hours)
- Course duration (including exam weeks)
- 16 3 48
- Off class study hours
- 14 4 56
- Duties
- 1 3 3
- Midterms
- 1 3 3
- Final exam
- 1 3 3
- Other
- 0 0 0
- Total workLoad
- 113
- Total workload / 25 (hours)
- 4.52
- ECTS
- 5.00