Course objectives (competences): The purpose of the course Consumer Relationship Management is to enable students to gain in-depth knowledge in the field of Customer Relationship Management Systems and specific skills for applying this knowledge in practice. To accomplish these goals, the course program will elaborate the theoretical aspects of customer relationship management and then focus on their practical application. By adopting the knowledge of this course program, students will be able to: - Understand the essence of the CRM concept;
- Use data from surveys, transactions, internet, social networks, etc. for measuring and managing customer relationships;
- Apply the potentials of information systems to support the implementation of the CRM concept in business practice;
- Identify key success factors for CRM;
- Use the Balanced scorecard to measure the effectiveness of CRM activities (Customer Scorecard).
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