1. SylabUZ
2. Faculty of Computer Science, Electrical Engineering and Automatics
3. winter term 2021/2022
4. E-business - First-cycle Erasmus programme
5. Customer relationship management

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Customer relationship management - course description

Aim of the course

Familiarize students with issues related to customer relationship management.

Educate students in understanding the benefits of customer relationship management in electronic business.

Presentation of basic information technologies used in customer relationship management.

Prerequisites

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Knowledge of enterprise resource management systems and corporate systems architecture.

Scope

Architecture of CRM systems. Functionalities of CRM systems. Front-office and back-office CRM systems. Business and technical project of the CRM system. Implementation options of CRM systems.

Operational CRM (front-office). Automation of basic business processes, i.e. sales, service, marketing, IT services management, mobile sales.

Analytical CRM (back-office). Preparation, support and optimization of internal and external customer-oriented decision-making processes. SAP BW data warehouse and its analytical functions using Business Content structures. Planning, optimization and simulation of CRM processes supported by SAP SEM (Strategic company management). Customer data analysis, i.e. multidimensional customer segmentation, customer value analysis, loyalty analysis, basket analysis. Customer contact analysis. Analysis of structure and dynamics of the customer. Sales Analysis. Evaluation of the work of traders. Analysis of the effectiveness of commercial and marketing activities. Comparative analysis of competition. Complaints and costs analysis. RFM analysis. LTV analysis. Matrix of achievable POC profit. Profitability analysis of the customer - product relationship.

Marketing CRM. Marketing planning. Management and automation of advertising campaigns. Marketing Analytics. CRM Middleware. Customer profiling and target marketing. Segmentation and filtering of business partners and target groups. Customer Information. Create personalized emails. Marketing product suggestions. Customer loyalty management. Impact on the customer through various communication channels.

Communication CRM. Supporting activities leading to closer cooperation with customers, suppliers and business partners. Management of direct interaction with clients. Multi-channel communication with clients, with particular emphasis on Internet channels (E-commerce). CRM in social media.

Teaching methods

Lecture - conventional lecture using a video projector.
Laboratory - laboratory classes using CRM software.

Learning outcomes and methods of theirs verification

Outcome description	Outcome symbols	Methods of verification	The class form

Assignment conditions

Lecture - written exam carried out in the exam session.
Laboratory - the final grade is the arithmetic average of the grades obtained during written tests taking place during classes and reports.

Final grade = 50% of the grade in the form of classes lecture + 50% of the grade in the form of laboratory classes.

Recommended reading

1. Baran R. J., Galka R., CRM: The Foundation of Contemporary Marketing Strategy, Routledge, 2013.
2. Goldenberg B., CRM in Real Time: Empowering Customer Relationships, Information Today, Inc., 2008.
3. Payne A., Handbook of CRM: Achieving Excellence in Customer Management, Routledge, 2006.
4. Greenberg P., CRM at the Speed of Light: Capturing and Keeping Customers in Internet Real Time, Osborne, 2001.
5. Katta, S., Discover SAP CRM, Bonn, Galileo Press, 2013.
6. Kirchler, M.,  Manhart, D., Unger, J., Service with SAP CRM, Bonn, Galileo Press, 2009.
7. Füchsle, M., Zierke, M.E., SAP CRM Web Client - Customizing and Development, Bonn, Galileo Press, 2009.

Further reading

1. Dejnaka, A., CRM. Zarządzanie kontaktami z klientami.  Gliwice, Helion, 2002.
2. Dyché, J., CRM. Relacje z klientami. Gliwice, Helion, 2002.
3. Deszczyński, B., CRM: strategia, system, zarządzanie zmianą: jak uniknąć błędów i  odnieść sukces wdrożenia, Warszawa, Wolters Kluwer Business, 2011.
4. Snyder, M., Steger, J., Praca z Microsoft Dynamics CRM 3.0., Warszawa, APN Promise, 2006.
5. Cichoń, M., Biblia E-Biznesu, Gliwice, Helion, 2013.
6. Auksztol, J., Balwierz, P., Chomuszko, M., SAP. Zrozumieć system ERP, PWN, 2011.
7. Rogoziński, K., Zarządzanie wartością z klientem, Warszawa, Wolters Kluwer Business, 2012.

Notes

Modified by dr inż. Łukasz Sobolewski (last modification: 13-07-2021 09:04)