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1. COURSE OBJECTIVES
The course gives students the opportunity to consider the contribution of the customer relationship to the success of the business. Building and maintaining customer relationship are important strategic processes in all businesses. Customer relationship management is defined as the whole process of building and maintaining profitable customer relationship by providing value and satisfaction to the customer. The course will introduce the fundamentals of customer relationship through the implementation of customer relationship management (CRM) and customer data analysis systems. The subject covers the CRM philosophy as well as the use of CRM in business practice.
2. COURSE CONTENTS
No.
Contents
Time Allocation
Contribution to CLO
Hour(s) on the class
Essays, exercise,
Assignments...
(3)
Self-study with teacher’s tutorials
(4)
Lecture
(1)
Practice, Seminar…
(2)
1-2
Chapter 1: Overview of customer relationship in business
4
2
2.5
11
1,6,10
3-4
Chapter 2: Managing the customer lifecycle
4
2
3
11
1,2,3,5
5-6
Chapter 3: Managing the customer portfolio (CPM)
4
2
3
11
1,2,3,4,5
7-8
Chapter 4: Creating value for customers
4
2
3
11
1,2,3,5,6,7,8,9,10
9-10
Chapter 5: Managing customer experience
4
2
3
11
1,3,6,7,8,9,10
11-12
Chapter 6: Sales force automation (SFA)
4
2
3
11
1,3,4,6,7,8,9
13-14
Chapter 7: Managing customer-related databases
4
2
3
11
2,3,4,5,6,7,8,9
15
Chapter 8: Implementation of CRM
2
1
2
5.5
3,4,5,6,7,8,9
Total (hour)
30
15
22.5
82.5
3. COURSE ASSESSMENT
- Score ladder: 10
- Type of assessment
Form
Content
Criteria
CLO
Proportion
Formative
Attendance & In-class Participation
Checking attendance at least 5 times
Participation in class
The number of attendances and participation in lesson
Extra credit (or bonus points for study encouragement):
- Through class participation and in-class contribution
- Students actively engage in class
- 3 in-class contributions: 1 extra point to mid-term exam, 6 in-class contributions: 1 extra point to final exam. Extra points can not exceed 2 points for mid-term exam and 1 point for final exam.
1,2,3,8,9,10
10%
Mid-term group assignment
- Group assignment includes two parts:
+ Group essay: 5-7 pages A4 (excluding Appendices)
Font: Times New Roman 12
Top, bottom, left and right margins are 2.5cm, 2.5cm, 3.5cm, 2cm respectively; 1.5
lines spacing
+ Group presentation: from 10-15 minutes per group (including Q&A session); on the seventh lecture onwards
- Essay grading:
+ Clear subject matter (2 points)
+ In-depth analysis (2 points)
+ Diversified list of references (1 point)
+ Concise presentation/ language (1 point)
+ Creativity (1 point)
Total: 7 points
- Presentation grading:
+ Focused and concise presentation and Q&A: 3 points
2,3,4,5,6,7,8,9,10
30%
Summative
Final exam
- Final exam will include two parts
+ Part 1 contains 30 multiple choice questions covering all chapters
+ Part 2 consists of 02 essay questions which require the application of knowledge in practice.
- Students are not allowed to use materials during the final exam.
- Exam duration: 50 minutes
+ For essay questions:
Concise anwers to 2 essay questions (4 points)
+ For multiple-choice questions:
Correct answers to multiple choice questions (6 points)
Total: 10 points
1,2,10
60%
Total:
100%