Course Objectives: |
The aim of this course is to teach the basic concepts of customer relationship management to the students. Upon completion of the course, the students will have knowledge about the definition of customer relationship management, its purpose, its place in marketing strategy, customer data integration, sales force automation and applications, ethics in customer relationship management, privacy and new applications. |
Course Content: |
Developing marketing strategies and plans; connecting with customers: creating long-term loyalty relationships, building strong brands: identifying market segments and targets, creating brand equity; product and service strategies; pricing strategies; managing marketing channels; elements of integrated marketing communications, digital communications; advertising, sales promotions, events and experiences, and public relations; direct marketing; word of mouth; and personal selling. |
Week |
Subject |
Related Preparation |
1) |
Explanation on Course Syllabus |
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2) |
Basic concepts of marketing
(The subject of marketing, marketing concepts and other concepts related to marketing) |
Discussion video will be sent to students via O'learn |
3) |
Marketing Environment / Capturing Marketing Insights |
Discussion video will be sent to students via O'learn |
4) |
Customer Relationship Management/Basic Concepts |
Discussion video will be sent to students via O'learn. |
5) |
Market Segmentation Strategies and Target Market Selection |
Discussion videos will sent to students via O'learn . |
6) |
Positioning Strategies |
Discussion videos will be sent to students via O'learn. |
7) |
Consumer Behavior |
Discussion videos will be sent to students via O'learn |
8) |
Midterm Exam |
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8) |
• Identification of the target market
• Explanation of allocating to market sections
• Understand target market reach strategies: differentiated, undifferentiated and intensified marketing policy
• Target market appointment |
Reading assignment will be sent to students by email |
9) |
Growth and Competition Strategies |
Discussion video will be sent to students via O'learn |
10) |
Marketing Mix: Product Strategies |
Discussion videos will be sent to students via O'learn. |
11) |
Marketing Mix: Pricing Strategies |
Discussion videos will be sent to students via O'learn. |
12) |
Marketing Mix: Distribution Strategies |
Discussion videos will be sent to students via O'learn |
13) |
Marketing Mix: Promotion Strategies |
Discussion video will be sent to students via O'learn |
14) |
General Evaluation |
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Program Outcomes |
Level of Contribution |
1) |
Explain the essential body of knowledge in the area of business administration, including evolution of the discipline, the state-of-the-art concepts, scientific methodology, theories and models |
5 |
2) |
Employ the appropriate tools and analytical techniques to collect and analyze quantitative and qualitative data in the related areas, interpret results and propose solutions |
5 |
3) |
Recognize the importance of technological development, especially in information technologies, and utilize them in business administration |
3 |
4) |
Evaluate the body of knowledge in the dynamic business world and business functional areas to asses needs, manage and lead change by using critical and innovative thinking |
3 |
5) |
Discover and create entrepreneurial opportunities and expertise to successfully establish and develop their own ventures |
4 |
6) |
Fulfill their responsibility in teamwork and projects in businesses, and act as a leader |
4 |
7) |
Communicate in written and oral English with people from diverse backgrounds, and have the English proficiency to follow and interpret the global dynamics in the areas of business administration |
5 |
8) |
Recognize individual and multi-cultural diversity, and can emphatically interact with individuals from diverse cultural backgrounds in social and professional settings |
5 |
9) |
Identify standards of personal, professional, social and business ethics, evaluate the ethical implications of various practices in the related areas, and be aware the importance of ethical behavior in adding value to the society |
5 |
10) |
Recognize interrelationship among business and other disciplines, and relate knowledge from diverse areas to formulate novel solutions in the area of business administration |
5 |