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Course title: Business Customer Relationship
Course code: MKTE402
Department: School of Economics and International Business
Course conducting: Marketing and Communication
Credit hours: 3
Prerequite(s): International Marketing (MKTE401)
- 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.
- COURSE CONTENTS AND SCHEDULE
|
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 |
4 |
10 |
1,6,10 |
|
3-4 |
Chapter 2: Managing the customer lifecycle |
4 |
2 |
3 |
10 |
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 |
3 |
5 |
3,4,5,6,7,8,9 |
|
Total (hour) |
30 |
15 |
25 |
80 |
||
*For a compulsory course of the training program, this course shall contain sessions delivered by business experts/ reporters.
- 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 |
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
|
+ Clear subject matter 2 points (20%) + In-depth analysis 2 points (20%) + Diversified list of references 1 point (10%) + Concise presentation (language) 1 point (10%) + Creativity Total:
- Presentation grading: + Focused and concise presentation and Q&A 3 points (30%) |
2,3,4,5,6,7,8,9,10 |
30% |
|
|
Summative |
Final exam |
- Final exam will include two parts + Part 1 contains 40 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: 60 minutes |
- Evaluation criteria: + For essay questions: Concise answers to 2 essay questions: 4 points (40%) + For multiple-choice questions: Correct answers to multiple choice questions: 6 points (60%) Total: 10 points (100%) |
1,2,10 |
60% |
|
|
|
|
Total: |
100% |
|
Extra credit (or bonus points for study encouragement):
- Through class participation and in-class contribution
- Students actively engage in class
- 3 times: 1 bonus point (10%) for the mid-term exam, 6 times: 1 bonus point (10%) for the final exam, the total bonus points not exceeding 2 points (20%) for mid-term exam or 1 point (10%) for final exam scores.