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Principles of Customer Relationship Management

predmet

Cilji predmeta

Customer Relationship Management (CRM) is a contemporary business practice designed to put an enterprise into closer touch with its customers in order to learn more about them on an individual level and, on this basis, deliver greater value to each of them. It includes a set of approaches to understand the principles of acquisition, retention and growth of the value of consumer base, and influence customer behaviour via establishing meaningful communication with each customer. If implemented properly, CRM may become an invaluable source of sustainable competitive advantage, creating higher value for the customers, as well higher profits for the firm. Hence, CRM is much more than software or technology solution that helps track data and information about customers to enable better customer service. It is a business philosophy that has to permeate the entire organisation in order to produce results.
In this course the students will understand customer-cantered marketing approaches. They will get acquainted with methods and technics related to different types of CRM (strategic, operational and analytical) which, together with information technology, enable generating marketing intelligence and lead to effective and efficient management of relationship with customers.

Vsebina predmeta

Strategic framework
Strategy development
Multichannel integration management
IT solutions for CRM
Data analysis techniques: OLAP and data mining
CRM implementation

Nosilci predmeta

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  • Govorilne ure
  • petek ob 13.00 v R-406
  • Govorilne ure
  • četrtek ob 12.00 v RZ-404
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  • Govorilne ure
  • torek ob 12.00 v R-404
 
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