DMCS2160 Managing Customer Relationships (6 cr)
Description
This course introduces the students with the basic and applied principles and concepts of customer relationship management (CRM) in digital environment. CRM is understood as a process including four pillars: 1) Identifying customers, 2) Differentiating customers, 3) Interacting with customers, and 4) Customizing offerings to customers. This course will familiarize the students with CRM in digital environment from various perspectives ranging from strategy to software. The course also covers implementation of CRM strategy and technology in an organization.
Topics:
Customer Relationship Management (CRM) strategy in Digital Environment
Digital customer experience
Social CRM
Customer acquisition and identification
Customer differentiation
Interaction in customer relationship communication
Management of different digital relationships
Organizational issues in CRM
Learning outcomes
Classify the various meanings of CRM concept and its evolution, and link them to digital environment
Plan, implement and analyze CRM strategies in digital environment
Explain the basic functions of CRM software and demonstrate its importance in CRM strategy
Study materials
Articles and cases announced by the instructor