DMCS2160 Managing Customer Relationships (6 cr)

Study level:
Advanced studies
Grading scale:
0-5
Language:
English
Responsible organisation:
Jyväskylä University School of Business and Economics
Curriculum periods:
2020-2021, 2021-2022, 2022-2023

Description

This course introduces the students with the basic and applied principles and concepts of customer relationship management (CRM) in digital environment. CRM is understood as a process including four pillars: 1) Identifying customers, 2) Differentiating customers, 3) Interacting with customers, and 4) Customizing offerings to customers. This course will familiarize the students with CRM in digital environment from various perspectives ranging from strategy to software. The course also covers implementation of CRM strategy and technology in an organization.

Topics:
Customer Relationship Management (CRM) strategy in Digital Environment
Digital customer experience
Social CRM
Customer acquisition and identification
Customer differentiation
Interaction in customer relationship communication
Management of different digital relationships
Organizational issues in CRM

Learning outcomes

After completion of the course the student is able to:
Classify the various meanings of CRM concept and its evolution, and link them to digital environment
Plan, implement and analyze CRM strategies in digital environment
Explain the basic functions of CRM software and demonstrate its importance in CRM strategy

Study materials

Articles and cases announced by the instructor

Completion methods

Method 1

Evaluation criteria:
Participation in classroom teaching, Case analyses, group work
Select all marked parts

Method 2

Evaluation criteria:
Article and case analyses, individual project work
Select all marked parts
Parts of the completion methods
x

Participation in teaching (6 cr)

Type:
Participation in teaching
Grading scale:
0-5
Language:
English

Teaching

x

Independent study (6 cr)

Type:
Independent study
Grading scale:
0-5
Language:
English
No published teaching