Study Guide

Objective

Students will understand the meaning of relationship marketing in business based on permanent customer relations. They will also understand the concept of Customer Relationship Management and its applications in the marketing of consumer durables, services and B-2-B products. Students will master the concept of CRM and its application both from the theoretical viewpoint and from the perspective of practical implementation.

Content

The concept of relationship marketing is being discussed during the lectures. Its implementation into practice is being discussed from CRM and own enterprise / organization point of view and through cases. The characteristics and opportunities of a CRM system are introduced during the course. An applied report about CRM application in your own company / organization is a vital part of the course.

Teaching methods

- lectures
- cases
- development project

Evaluation scale

1-5

Assessment criteria, satisfactory (1)

The student has participated actively in the course. Student has shown in the course ability to comprehend the basic concepts of the course. Student has been able to use the basic concepts of the course.

Assessment criteria, good (3)

The student has carried out work very well and participated actively and constructively. Student has shown good ability to comprehend and apply the concepts in practical business cases. Student has been able to present solutions supporting customer relationship management.

Assessment criteria, excellent (5)

The student has carried out work to an excellent standard and participated actively and constructively. Student has shown in the course excellent ability to comprehend the concepts of the course and apply learned concepts in practical business cases: Student has been able to apply customer relationship management in a diverse way and develop creative solutions.

Assessment methods and criteria

- development project

Qualifications

No previous studies are required.