Brief Course Description
1. Course Title:
Client Acquisition and Relationship Management
2. Language of Instruction:
Tiếng Anh
3. Course Code:
FIN804
4. Credits:
4
5. Course Objectives:
"Understand the need to consider CRM as an enterprise wide strategic program that requires management of organizational culture and competencies, business processes and technology.
Understand the critical need to place the customer and their experience with the organization at the center of an organization's focus when implementing CRM.
Understand, reconcile and integrate core marketing disciplines and customer relationship management principles.
6. Brief Description of Course Content:
In this unit, we explore what customer relationship management (CRM) is really about, and present a proven, managerially-relevant approach to succeeding with CRM programs. CRM normally requires software implementation, but more importantly it involves the alignment of strategy, people, processes and information technology with a strategic focus on customers in order to succeed. Key topics include: customer strategies; customer value; loyalty; experience; life cycle management; sales force automation; marketing automation; service automation; customer profitability; benchmarking; and program implementation. The project in this unit allows learners to conduct some simple research based on experience with various organizations.