Brief Course Description
1. Course Title:
(EN) Customer Relationship Management in Events and Leisure
2. Language of Instruction:
Tiếng Anh
3. Course Code:
TOU515139
4. Credits:
3
5. Course Objectives:
The course provides comprehensive knowledge and skills in customer relationship management (CRM), including the concepts, values and benefits that CRM brings. Students will understand how to use CRM in a business environment, how to deploy modern technologies to improve marketing, sales and customer service effectiveness throughout the customer journey cycle. The course helps students master strategies to attract new customers, retain current customers, develop markets and create sustainable competitive advantages.
Students will develop the ability to analyze existing CRM systems, design and apply methods, processes and techniques to enhance customer engagement with the business. At the same time, they will practice using CRM technologies proficiently to optimize business performance.
The course also emphasizes self-awareness, self-reflection and personal goal orientation, preparing students for a career in the tourism and events industry, while enhancing their ability to build and maintain professional client relationships.
6. Brief Description of Course Content:
The unit introduce the basic principles of customer relationship management (CRM) such as benefits, return, business environment, applied technology, process and procedure. We will show how to apply and manage CRM system to enhance marketing, sales and customer services during the customer journey (attraction, maintain, market development, sustainable competitive advantages).