Customer Relationship Management
Course title:
Customer Relationship Management
Customer Relationship Management
Semester:
4
4
Learning outcomes of course unit:
Students who complete this course will have detailed knowledge of the strategies and processes of internationalisation and globalisation and will learn the essential contextual characteristics of management and management activities in the context of interculturality. Students will learn the instruments and measures of customer loyalty management using internationally-active companies and will compare it in different cultures.
Students who complete this course will have detailed knowledge of the strategies and processes of internationalisation and globalisation and will learn the essential contextual characteristics of management and management activities in the context of interculturality. Students will learn the instruments and measures of customer loyalty management using internationally-active companies and will compare it in different cultures.
Prerequisites:
Modules ABW; MU1; UFI; GUF; WE1; SUF
Modules ABW; MU1; UFI; GUF; WE1; SUF
Course contents:
Today, customer relationship management is considered a key element in the area of customer loyalty instruments for businesses. The course will illustrate the strategy, implementation steps and their application in CRM and corporate environments using theory and practise. The goal of the course is to teach the theoretical fundamentals (definition of CRM, strategies and implementation of CRM systems in the value chain), as well as the practical application of CRM methods (campaign management and monitoring of customer processes). Thus, an online CRM system will be used to teach practical skills as part of the course.
Today, customer relationship management is considered a key element in the area of customer loyalty instruments for businesses. The course will illustrate the strategy, implementation steps and their application in CRM and corporate environments using theory and practise. The goal of the course is to teach the theoretical fundamentals (definition of CRM, strategies and implementation of CRM systems in the value chain), as well as the practical application of CRM methods (campaign management and monitoring of customer processes). Thus, an online CRM system will be used to teach practical skills as part of the course.
Recommended or required reading:
Bücher: D. Chaffey, PR Smith, eMarketing eXcellence, Elsevier, 2009 Jill Dyche, The CRM Handbook, Addison-Wesley, 2007 H. Hippner, Grundlagen des CRM, Gabler, 2006 R. Schnauffer, CRM - Entscheidungen richtig treffen. Die unternehmensindividuelle Ausgestaltung der Anbieter-Kunden-Beziehung, Springer, 2007 Fachzeitschriften: Fachzeitschriften:Zeitschrift für Planung und Unternehmenssteuerung; Zeitschrift für Personalpsychologie; Information Systems and e-Business Management; International Entrepreneurship and Management Journal; Zeischrift für Personalforschung; Betriebswirtschaftliche Forschung und Praxis; Review of Managerial Science; Betreibswirtschaftliche Forschung und Praxis; Accounting and Business Research; Academy of Management Perspectives; Accounting Review; American Psychologist; Behavioral Research in Accounting; Decision Support Systems; Entrepreneuship, Theory and Practice; Financial Management; Harvard Business Review; Human Resource Management; International Business Review; Journal of Business; Journal of International Marketing; Journal of Management; Journal of Marketing; Strategic Management Journal; Zeitschrift für Betriebswirtschaft; Zeitschrift für betriebwirtschaftliche Forschung
Bücher: D. Chaffey, PR Smith, eMarketing eXcellence, Elsevier, 2009 Jill Dyche, The CRM Handbook, Addison-Wesley, 2007 H. Hippner, Grundlagen des CRM, Gabler, 2006 R. Schnauffer, CRM - Entscheidungen richtig treffen. Die unternehmensindividuelle Ausgestaltung der Anbieter-Kunden-Beziehung, Springer, 2007 Fachzeitschriften: Fachzeitschriften:Zeitschrift für Planung und Unternehmenssteuerung; Zeitschrift für Personalpsychologie; Information Systems and e-Business Management; International Entrepreneurship and Management Journal; Zeischrift für Personalforschung; Betriebswirtschaftliche Forschung und Praxis; Review of Managerial Science; Betreibswirtschaftliche Forschung und Praxis; Accounting and Business Research; Academy of Management Perspectives; Accounting Review; American Psychologist; Behavioral Research in Accounting; Decision Support Systems; Entrepreneuship, Theory and Practice; Financial Management; Harvard Business Review; Human Resource Management; International Business Review; Journal of Business; Journal of International Marketing; Journal of Management; Journal of Marketing; Strategic Management Journal; Zeitschrift für Betriebswirtschaft; Zeitschrift für betriebwirtschaftliche Forschung
Planned learning activities and teaching methods:
Lecture, group work, presentation and task discussion
Lecture, group work, presentation and task discussion
Assessment methods and criteria:
Course with immanent examination character
Course with immanent examination character
Course language:
German
German
ECTS:
2.00
2.00
Course-hours-per-week (chw):
1.00
1.00
Course unit code:
V.IBU.3
V.IBU.3
Type of course unit:
Integrated course
Integrated course
Mode of delivery:
In-class course
In-class course
