Customer Relationship Management (3cr)

Objective

The student masters the tools for relationship management in marketing environment and understands the theoretical framework behind the tools. They have basic understanding of the tools utilized in the management of relationships and basic command of management tools applied in this field.

Content

- introduction of a chosen CRM system
- relationship marketing theories

Assessment criteria, satisfactory (1)

The student has a basic understanding of CRM tools and their application.

Assessment criteria, good (3)

The student has a basic understanding of CRM tools and their application and is familiar with the theoretical framework of the use of CRM.

Assessment criteria, excellent (5)

The student has an understanding of CRM tools and their application and knows the theoretical framework of the use of CRM and a good idea of CRM in marketing.

Materials

Will be announced at the beginning of the course.