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Managing Customer Relationship (3 cr)

Code: KLI1053-3002

General information

Enrollment

19.11.2021 - 14.01.2022

Timing

10.01.2022 - 13.03.2022

Number of ECTS credits allocated

3 op

Mode of delivery

Contact teaching

Unit

Faculty of Business and Hospitality Management (LAB)

Campus

Lappeenranta Campus

Teaching languages

  • English

Degree programmes

  • Bachelor's Degree Programme in Tourism and Hospitality Management

Teachers

  • Emmi Maijanen

Scheduling groups

  • Luennot 1 (Size: 0. Open UAS: 0.)
  • Harjoitukset 1 (Size: 0. Open UAS: 0.)
  • Tentti 1 (Size: 0. Open UAS: 0.)

Groups

  • HOMA19
    Bachelor's Degree Programme in Tourism and Hospitality Management 19S, Lappeenranta
  • LLPREX22KH

Small groups

  • Luennot 1
  • Harjoitukset 1
  • Tentti 1

Learning outcomes

The student is able to structure the phases of the customer relationships and plan the sales and marketing activities accordingly. This means defining and acquiring the relevant customer information, assessing the customer and the phase of the relationship, setting goals for the relationship and planning, implementing and monitoring the activities and results. The student is aware of CRM-systems and their suitability for different purposes.

Contents

1. Managing Customer Experience
2. Customer Relationships as a business strategy, Analytical vs. Operational CRM
3. Customer Knowledge: collecting, segmenting, targeting, leads, customization
4. Customer journey and service touchpoints
5. Data use in managing customer relationships
6. Developing Customer Relationships, Marketing automation
7. CRM as IT-software

Additional information for students: previous knowledge etc.

pre-requisities:
- basics of marketing
- consumer behavior
- basics of selling and customer service

Assessment criteria

Exam 0-5. Case pass/fail.

Assessment scale

1-5

Assessment criteria: level 1 (assessment scale 1–5)

Students knows the basic concepts of managing customer relationship. Student understands the role of customer relationships in organisation.

Assessment criteria: level 3 (assessment scale 1–5)

Student can explain basic concepts of managing customer relationship. Student can give some examples of good customer relationship management.

Assessment criteria: level 5 (assessment scale 1–5)

Student can evaluate customer relationship maangement and has some ideas for developing customer relationship management.