Customer Relationship Management
Lidija Pulevska Ivanovska
Course objectives (competences):
By adopting the knowledge of this course program, students will be able to:
The course Customer Relationship Management focuses on the tools, metrics and systems used to measure and manage customer relationships. The course will cover: fundamentals of CRM concept; CRM value chain; information technologies for CRM; implementing and integrating CRM; levels of CRM; portfolio analysis of consumers; consumer databases; creating value for consumers; customer life cycle management; measuring the effectiveness of CRM activities by using the Balanced Scorecard (Customer Scorecard).