SylabUZ
Nazwa przedmiotu | Customer Relationship Management |
Kod przedmiotu | 06.9-WM-MaPE-PaSM-P-CRM-23 |
Wydział | Wydział Mechaniczny |
Kierunek | Management and Production Engineering |
Profil | ogólnoakademicki |
Rodzaj studiów | pierwszego stopnia z tyt. inżyniera |
Semestr rozpoczęcia | semestr zimowy 2023/2024 |
Semestr | 5 |
Liczba punktów ECTS do zdobycia | 2 |
Występuje w specjalnościach | Production and Service Management |
Typ przedmiotu | obowiązkowy |
Język nauczania | angielski |
Sylabus opracował |
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Forma zajęć | Liczba godzin w semestrze (stacjonarne) | Liczba godzin w tygodniu (stacjonarne) | Liczba godzin w semestrze (niestacjonarne) | Liczba godzin w tygodniu (niestacjonarne) | Forma zaliczenia |
Wykład | 15 | 1 | - | - | Zaliczenie na ocenę |
Laboratorium | 15 | 1 | - | - | Zaliczenie na ocenę |
The main learning outcome will be to learn about the functionality of a CRM-type IT tool.
Marketing
Lecture:
L1: CRM (Customer Relationship Management) definitions, CRM philosophy assumptions - area: Understanding the market and customers, area: Developing the offer, area: Winning customers.
L2: CRM software - discussion of functionalities, key indicators, development trends in CRM systems.
L3: Marketing in customer acquisition and retention: marketing mix instruments, marketing communication tools in CRM.
L4-5: Customer relationship development planning process: defining a customer profile, defining a schedule, moving annual totals, building a customer team. ABC analysis of customers. Customer segmentation, segmentation criteria for institutional customers: economic, logistical, marketing, psychological. Customer value analysis.
L6: Methods and techniques for analysing customer data.
L7: Credit colloquium. Assessment proposal.
Laboratory:
L1: Characteristics of a selected company including business profile.
L2-3: Work with CRM system (e.g. Firmao). Introduction of company profile. Building the contractor database. Building a product database. Adding employees and defining their roles. Generating sales documents (i.e. quotation requests, invoices). Generating reports. Creating tasks and sales notes.
L4-5: Working with a CRM system (e.g. Bitrix24). Entering a company profile. Building a database about the contractor. Building a product database. Generate sales documents (i.e. enquiries, invoices). Project of mailing campaigns or web shop design. Generating reports. Creation of sales notes.
L6: Working with SAP system (sales module).
L7: Customer in terms of design thinking - definition of a persona.
L8: Written test. Proposal of marks.
Conventional lecture. Laboratory.
Opis efektu | Symbole efektów | Metody weryfikacji | Forma zajęć |
Lecture: written test
Assessment based on a written test verifying knowledge of the issues in question.
Laboratory: verification of practical skills (based on the performance of reports).
Assessment determined on the basis of the evaluation of skills connected with the realisation of laboratory tasks and preparation of documentation.
Final grade: The final mark for the course is the arithmetic mean of the marks for the individual forms of the course.
Begg D., Vernasca G.,Dornbusch R., Fischer S., Economics, McGraw-Hill Education Ltd; Edition 12, 2020
Zmodyfikowane przez dr inż. Małgorzata Śliwa (ostatnia modyfikacja: 11-05-2023 16:08)