Managing Customer Relationship (3 cr)
Code: KLI1053-3003
General information
Enrollment
21.11.2022 - 08.01.2023
Timing
13.03.2023 - 30.04.2023
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
- Finnish
Degree programmes
- Bachelor's Degree Programme in Tourism and Hospitality Management
Teachers
- Emmi Maijanen
Scheduling groups
- Luennot 1 (Size: 0. Open UAS: 0.)
- Näyttö 1 (Size: 0. Open UAS: 0.)
- Näyttö 2 (Size: 0. Open UAS: 0.)
- Tentti 1 (Size: 0. Open UAS: 0.)
Groups
-
LLPRHOMA20S
Small groups
- Luennot 1
- Näyttö 1
- Näyttö 2
- 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
Case 50%, Exam 50%.
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.