YMAS2160 Managing Customer Relationships (6 cr)
Description
Content
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
Completion methods
Contact teaching course, autumn 1st and 2nd period. The study methods of the contact teaching course are specified in the study program annually.
Assessment details
Accepted completion of the designated assignments. The assessment criteria of the course is specified in the study program annually.
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