Week |
Subject |
Related Preparation |
1) |
• Define customer relationship management (CRM)
• Discuss the purposes and uses of CRM
• Explain the components of CRM
• Discuss the important concepts that are related to CRM
|
|
2) |
• Discuss the occurence, development, and importance of CRM
• Discuss CRM success and failure examples
• Describe the challenges of CRM and the tools that can be used to solve the problems
• Explain how to expand CRM applications
|
Homework: to be posted by email |
3) |
• Discuss the occurence, development, and importance of relationship marketing
• Explain the characteristics of relationships in marketing
• Discuss the connection of relationship marketing with CRM practices
|
Homework: to be posted by email |
4) |
• Discuss the role of human resources in CRM strategy development
• Explain company environment and culture
• Discuss value chain and its role in CRM strategy
|
Homework: to be posted by email |
5) |
• Discuss the management of customer relationships
• Define customer integration problem and its effects on marketing strategy
• Explain customer database integration
|
Homework: to be posted by email |
6) |
midterm exam |
|
7) |
• Discuss the transformation of technology
• Explain the technological improvements in marketing
• Define recent technological applications
• Discuss success stories for technological practices and CRM
|
|
8) |
• Define database
• Explain the acquisition and transformation of customer database
• Discuss datamining
• Explain CRM and database management
|
Homework: to be posted by email |
9) |
• Explain the challenges of sales management
• Discuss the changes in sales and CRM applications
• Explain sales process and its role in CRM
• Discuss the interdependence of sales and customer relationship
|
Homework: to be posted by email |
10) |
• Explain the importance of technology in sales
• Discuss the importance of gaining customer information
• Explain sales force communication
• Define sales force automation technology
• Explain CRM systems and automation applications
|
Homework: to be posted by email |
11) |
• Explain customer-company profit chain: satisfaction, loyalty and profitability
• Define service quality and customer satisfaction
• Explain customer loyalty
|
Homework: to be posted by email |
12) |
• Define marketing automation
• Explain the role of CRM in marketing automation
• Explain marketing automation software and marketing communication
• Discuss the integration of CRM with marketing automation
|
Homework: to be posted by email |
13) |
• Discuss the calculation of CRM return on investment
• Define CRM systems and softwares for effectiveness
• Describe CRM matrics: factors to be monitored and measured
|
Homework: to be posted by email |
14) |
• Describe customer privacy and ethics in CRM
• Explain the importance of ethics in CRM
• Discuss the future of CRM and recent issues
|
Homework: to be posted by email |
15) |
• Final exam |
|