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COURSE INFORMATION
Course Title: CUSTOMER RELATIONSHIP MANAGEMENT
Code Course Type Regular Semester Theory Practice Lab Credits ECTS
BUS 348 B 6 3 0 0 3 6
Academic staff member responsible for the design of the course syllabus (name, surname, academic title/scientific degree, email address and signature) NA
Main Course Lecturer (name, surname, academic title/scientific degree, email address and signature) and Office Hours: Dr. Sonila Çela scela@epoka.edu.al
Second Course Lecturer(s) (name, surname, academic title/scientific degree, email address and signature) and Office Hours: NA
Teaching Assistant(s) and Office Hours: NA
Language: English
Compulsory/Elective: Elective
Study program: (the study for which this course is offered) Bachelor in Business Informatics (3 years)
Classroom and Meeting Time:
Code of Ethics: Code of Ethics of EPOKA University
Regulation of EPOKA University "On Student Discipline"
Attendance Requirement:
Course Description: This course is designed to offer students customer relationship management theory and practice. The course is an upper level undergraduate course in which students learn details of customer relationship management models and real-world applications in businesses.
Course Objectives: The course has two main objectives: One is to have students comprehend the concepts and models of customer relationship management. The second is to have them gain skills in analyzing the CRM strategies, using and managing customer relationship management systems for businesses.
BASIC CONCEPTS OF THE COURSE
1 Customer journey
2 Customer Relationships
3 CRM Software
COURSE OUTLINE
Week Topics
1 CRM Course introduction, Brief introduction of the CRM concept , Importance of this course for BINF students. Course syllabus Review and Course evaluation
2 Introduction to CRM. Three major types of CRM: strategic, operational and analytical, Where social CRM fits in the CRM landscape, misunderstandings about CRM. They will learn how CRM is deployed in a number of industries and the not-for-profit context also Four models of CRM. Buttle, F. and Maklan, S. (2019). Customer Relationship Management: Concepts and Technologies. 4th ed. Routledge: New York, NY, USA. Pg (3-26)
3 Understanding Relationships: Defining what a relationship is? Providing the students with information of attributes of a successful relationship by emphasizing the importance of trust and commitment within a relationship. Why companies and customers establish and maintain relationships and also the relationships between, customer satisfaction, customer loyalty and customer engagement. Buttle, F. and Maklan, S. (2019). Customer Relationship Management: Concepts and Technologies. 4th ed. Routledge: New York, NY, USA. Pg (27-64). Project Assignment
4 Managing the customer Journey-Customer Acquisition: Students will be introduced with the meaning of the term’s customer journey, customer lifecycle, customer acquisition and new customer. The strategies that can be used to recruit new customers. How companies can decide which potential customers to target. sources of prospects in both business-to-business and consumer markets. How to communicate with potential customers and what offers can be made to attract new customers. Buttle, F. and Maklan, S. (2019). Customer Relationship Management: Concepts and Technologies. 4th ed. Routledge: New York, NY, USA. Pg (65-93)
5 Managing the customer Journey-Customer Retention and Development: Students will lean what is meant by the term’s customer retention and customer development. They will gain skills how to select which customers to target for retention and well as understand the distinction between positive and negative customer retention strategies. They will be introduced with several strategies for improving customer retention and growing customer value as well as the CRM technologies that companies can use to grow customer value. 8. Why and how some customer relationships are terminated. Buttle, F. and Maklan, S. (2019). Customer Relationship Management: Concepts and Technologies. 4th ed. Routledge: New York, NY, USA. Pg (94-130)
6 Customer Portfolio Management : Students will be able to analyze the benefits that flow from managing customers as a portfolio. Several disciplines that contribute to customer portfolio management, including market segmentation, sales forecasting, activity-based costing, customer lifetime value estimation and data mining. They will be able to differ how customer portfolio management differs between business-to consumer and business-to-business contexts. Buttle, F. and Maklan, S. (2019). Customer Relationship Management: Concepts and Technologies. 4th ed. Routledge: New York, NY, USA. Pg (131-166), Chapters Review
7 Midterm exams
8 Managing customer experience: Students will learn the meaning of customer experience. Analyses on the differences between goods, services and experiences by emphasizing three key concepts in customer experience management – touchpoint, moment of truth and engagement. The similarities and differences between customer experience management and CRM and how customer experience is changed by CRM technology. Buttle, F. and Maklan, S. (2019). Customer Relationship Management: Concepts and Technologies. 4th ed. Routledge: New York, NY, USA. Pg (206-235)
9 Marketing automation, Sales force automation, Service automation :Students will learn what is meant by marketing automation (Ma), Sales force Automation and Customer Service automation. Be providing explanation on customer service the students will be able to understand the benefits MA, SFA and SA can deliver to organizations and the benefits as well as the functionality available within Ma, SFA and SA software. Buttle, F. and Maklan, S. (2019). Customer Relationship Management: Concepts and Technologies. 4th ed. Routledge: New York, NY, USA. Pg (237-316)
10 Guest Lecture, Review of the projects
11 Developing and managing customer related databases , Using Customer Related Data: Students will learn the central role of customer-related data in the achievement of CRM outcomes. The importance of data quality to CRM performance. How data integration contributes to CRM performance. How analytical CRM supports strategic and operational CRM and the role of artificial intelligence (aI) and its relationship to analytical CRM. Buttle, F. and Maklan, S. (2019). Customer Relationship Management: Concepts and Technologies. 4th ed. Routledge: New York, NY, USA. Pg (320-375)
12 Implementing CRM: Students will learn five major phases in a CRM implementation, a number of tools and processes that can be applied in each phase of a CRM implementation. They will gain skills to understand the importance of project management and change management throughout the implementation process. Buttle, F. and Maklan, S. (2019). Customer Relationship Management: Concepts and Technologies. 4th ed. Routledge: New York, NY, USA. Pg (397-421)
13 Project Presentations
14 Final exam
Prerequisite(s): Principles of Marketing
Textbook(s): Buttle, F. and Maklan, S. (2019). Customer Relationship Management: Concepts and Technologies. 4th ed. Routledge: New York, NY, USA.
Additional Literature: Michael Pearce, FIG CMG. (2021). Customer Relationship Management. ow To Develop and Execute a CRM Strategy, Business Expert Press, LLC, 2021.
Laboratory Work: UPON REQUEST
Computer Usage: Yes
Others: No
COURSE LEARNING OUTCOMES
1 Evaluate and comment on customer relationship management concepts and theories
2 Recognize customer relationship management systems used in businesses
3 Devise a CRM strategy for a business
4 Understanding the benefits of use a CRM software
5 Analyze basic CRM data and report findings to the management
COURSE CONTRIBUTION TO... PROGRAM COMPETENCIES
(Blank : no contribution, 1: least contribution ... 5: highest contribution)
No Program Competencies Cont.
Bachelor in Business Informatics (3 years) Program
1 Identify activities, tasks, and skills in management, marketing, accounting, finance, and economics. 5
2 Apply key theories to practical problems within the global business context. 5
3 Demonstrate ethical, social, and legal responsibilities in organizations. 5
4 Develop an open minded-attitude through continuous learning and team-work. 5
5 Integrate different skills and approaches to be used in decision making and data management. 5
6 Combine computer skills with managerial skills, in the analysis of large amounts of data. 5
7 Provide solutions to complex information technology problems. 5
8 Recognize, analyze, and suggest various types of information-communication systems/services that are encountered in everyday life and in the business world. 5
COURSE EVALUATION METHOD
Method Quantity Percentage
Homework
0
Midterm Exam(s)
1
30
Project
1
20
Final Exam
1
45
Attendance
5
Total Percent: 100%
ECTS (ALLOCATED BASED ON STUDENT WORKLOAD)
Activities Quantity Duration(Hours) Total Workload(Hours)
Course Duration (Including the exam week: 16x Total course hours) 16 3 48
Hours for off-the-classroom study (Pre-study, practice) 16 2 32
Mid-terms 1 25 25
Assignments 1 15 15
Final examination 1 15 15
Other 1 15 15
Total Work Load:
150
Total Work Load/25(h):
6
ECTS Credit of the Course:
6
CONCLUDING REMARKS BY THE COURSE LECTURER

You are expected to display honesty in all the components of this course. What this means is that you are not to copy or allow others to copy from you on the in-class exams, and that you are not to “plagiarize” (use other people’s ideas as if they were your own) in any written paper that you turn in. If you should commit either of the above dishonest acts, you will receive a “0” for that test or assignment.
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