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 international trade, including evolution of the discipline, the state-of-the-art concepts, scientific methodology, theories and models. |
4 |
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. |
3 |
3) |
integrate the theories of international trade with the real life functions in changing global business world and interpret the major recent developments in the world trading system and also be able to evaluate interaction between economic development and foreign trade. |
4 |
4) |
have the vision of international business and trade system, and also have knowledge of the logistics management associated with foreign trade and also explain foreign trade financing products and services that are issue of foreign trade, insurance and risks |
5 |
5) |
discover and create entrepreneurial opportunities and expertise to successfully establish and develop their own ventures. |
4 |
6) |
define the features and property of products and services that are the subjects of foreign trade, quality and standards in national and international level. |
2 |
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 international trade |
5 |
8) |
recognize the major instruments of trade policy such as tariffs, non-tariff barriers, state aids, international agreements, international organizations and institutions, e-trade, and their effects on foreign trade policy. |
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
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4 |