COURSE INFORMATION Course Title: CUSTOMER RELATIONSHIP MANAGEMENT

Code	Course Type	Regular Semester	Theory	Practice	Lab	Credits	ECTS
BUS 348	C	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:	M.Sc. Mariola Muçi mmuci16@epoka.edu.al , 09:00-12:00
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 International Marketing and Logistics Management (3 years)
Classroom and Meeting Time:	D-302
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 of using and managing customer relationship management systems for businesses.

BASIC CONCEPTS OF THE COURSE

1	Customer
2	Customer Lifecycle
3	Customer Portfolio
4	Salesforce Automation

COURSE OUTLINE

Week	Topics
1	Syllabus Review
2	Introduction to CRM: Students will be introduced to the definition of the CRM, the three major perspectives on CRM: strategic, operational, and analytical and they are going to understand where social CRM fits in the CRM landscape. Analysis of several common misunderstandings about CRM will be provided. (Buttle, F. and Maklan, S. (2015). Customer Relationship Management: Concepts and Technologies, pg 3-22)
3	Understanding Relationships: Defining what a relationship is. Providing the students with information in how to recognize a relationship and the attributes of successful relationships by emphasizing the importance of trust and commitment within a relationship. (Buttle, F. and Maklan, S. (2015). Customer Relationship Management: Concepts and Technologies, pg 24-52)
4	Managing the customer lifecycle: Defining the terms ‘customer lifecycle’ and ‘new customer’ as well as the strategies that can be used to recruit new customers. Analysis on how companies can decide which potential customers to target and the sources of prospects in both business-to-business and consumer markets. (Buttle, F. and Maklan, S. (2015). Customer Relationship Management: Concepts and Technologies, pg 58-82)
5	Customer retention and development: Answering the question: What is meant by the terms ‘customer retention’ and ‘customer development’ and how to select which customers to target for retention. The distinction between positive and negative customer retention strategies. • Several strategies for improving customer retention performance. (Buttle, F. and Maklan, S. (2015). Customer Relationship Management: Concepts and Technologies, pg 84-113)
6	First Quiz
7	Midterm Exam
8	Guest Lecturer & Final Project Discussion Session
9	Customer portfolio management: Students will be able to analyses 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, lifetime value estimation and data mining. How to use several business-to-business portfolio analysis tools. (Buttle, F. and Maklan, S. (2015). Customer Relationship Management: Concepts and Technologies, pg 119-151)
10	Managing customer experience: Definition of customer experience is provided. Analysis on the differences between goods, services, and experiences by emphasizing the three key concepts in customer experience management – touchpoint, moment of truth and engagement. Listing several methods for better understanding customer experience and the similarities and differences between customer experience management and CRM. (Buttle, F. and Maklan, S. (2015). Customer Relationship Management: Concepts and Technologies, pg 188-207)
11	Second Quiz
12	Salesforce automation: Defining what is meant by sales force automation (SFA) and the members of the SFA eco-system. Listing the benefits derived from SFA as well as the functionality that is available in SFA software applications. (Buttle, F. and Maklan, S. (2015). Customer Relationship Management: Concepts and Technologies, pg 211-238)
13	Salesforce automation: Defining what is meant by sales force automation (SFA) and the members of the SFA eco-system. Listing the benefits derived from SFA as well as the functionality that is available in SFA software applications. (Buttle, F. and Maklan, S. (2015). Customer Relationship Management: Concepts and Technologies, pg 211-238)
14	Final Project Presentation

Prerequisite(s):
Textbook(s):	Buttle, F. and Maklan, S. (2019). Customer Relationship Management: Concepts and Technologies. 4-th ed. Routledge: New York, NY, USA.
Additional Literature:	Peelen, E. and Beltman, R. (2013). Customer Relationship Management. 2nd ed. Pearson: Harlow, UK
Laboratory Work:
Computer Usage:
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	Functionally 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 International Marketing and Logistics Management (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	Use technology to enable business growth and sustainability.	5
6	Synthesize creativity needed for marketing notion with scientific method and numerical skills, for achieving business sustainability.	5
7	Apply the concepts and structures of modern marketing in global context at private and public sectors.	5
8	Integrate the management of logistics, supply chain and in total operations with corporate goals and strategies.	5

COURSE EVALUATION METHOD

Method	Quantity	Percentage
Midterm Exam(s)	1	25
Project	1	15
Quiz	2	10
Final Exam	1	40
	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	15	15
Assignments	1	25	25
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

What is expected from students during this course is: Focus, Engagement, Hard Work, Teamwork.