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Managing Customer Relationship (3 op)

Toteutuksen tunnus: KLI1053-3003

Toteutuksen perustiedot

Ilmoittautumisaika

21.11.2022 - 08.01.2023

Ajoitus

13.03.2023 - 30.04.2023

Opintopistemäärä

3 op

Toteutustapa

Lähiopetus

Yksikkö

Liiketoiminta (LAB)

Toimipiste

Lappeenrannan kampus

Opetuskielet

  • Suomi

Koulutus

  • Bachelor's Degree Programme in Tourism and Hospitality Management

Opettaja

  • Emmi Maijanen

Opetusryhmät

  • Luennot 1 (Koko: 0. Avoin AMK: 0.)
  • Näyttö 1 (Koko: 0. Avoin AMK: 0.)
  • Näyttö 2 (Koko: 0. Avoin AMK: 0.)
  • Tentti 1 (Koko: 0. Avoin AMK: 0.)

Ryhmät

  • LLPRHOMA20S
    Bachelor's Degree Programme in Tourism and Hospitality Management 20S Lappeenranta

Pienryhmät

  • Luennot 1
  • Näyttö 1
  • Näyttö 2
  • Tentti 1

Osaamistavoitteet

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.

Toteutustapa ja opetusmenetelmät

Lectures, case work in groups, exam.

Ajoitus ja läsnäolo

Participation in casework sessions is compulsory. Lectures are highly recommended.

Oppimateriaali ja suositeltava kirjallisuus

Material given by teacher.

Sisältö

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

Lisätietoja opiskelijalle: mm. edeltävä osaaminen

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

Arviointimenetelmät

Case 50%, Exam 50%.

Arviointiasteikko

1-5

Arviointikriteerit: taso 1: (arviointiasteikko 1-5)

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

Arviointikriteerit: taso 3 (arviointiasteikko 1-5)

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

Arviointikriteerit: taso 5 (arviointiasteikko 1-5)

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