1. SylabUZ
2. Wydział Mechaniczny
3. semestr zimowy 2023/2024
4. Management and Production Engineering - pierwszego stopnia z tyt. inżyniera
5. Customer Relationship Management

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Customer Relationship Management - opis przedmiotu

Cel przedmiotu

The main learning outcome will be to learn about the functionality of a CRM-type IT tool.

Wymagania wstępne

Zapisz zmiany

Marketing

Zakres tematyczny

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.

 

Metody kształcenia

Conventional lecture. Laboratory.

Efekty uczenia się i metody weryfikacji osiągania efektów uczenia się

Opis efektu	Symbole efektów	Metody weryfikacji	Forma zajęć

Warunki zaliczenia

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.

Literatura podstawowa

1. Francis Buttle, Customer Relationship Management Concepts and Technologies, Elsevier, 2009
2. Mike Grigsby, Advanced Customer Analytics: Targeting, Valuing, Segmenting and Loyalty Techniques (Marketing Science), London, New York, Kogan Page, 2016
3. Max Fatouretchi, The The Art of CRM: Proven Strategies for Modern Customer Relationship Management, GB, Packt Publishing, 2019.

Literatura uzupełniająca

1. Robbins S.P., Coulter M.A., Management, , Global Edition, (15th Edition), Pearson Education, 2020

2. Begg D., Vernasca G.,Dornbusch R., Fischer S., Economics, ‎ McGraw-Hill Education Ltd; Edition 12, 2020

Uwagi

Zmodyfikowane przez dr inż. Małgorzata Śliwa (ostatnia modyfikacja: 11-05-2023 16:08)