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Customer Relationship Management

Module name (EN):
Name of module in study programme. It should be precise and clear.
Customer Relationship Management
Degree programme:
Study Programme with validity of corresponding study regulations containing this module.
Marketing Science, Master, ASPO 01.04.2016
Module code: MAMS-130
SAP-Submodule-No.:
The exam administration creates a SAP-Submodule-No for every exam type in every module. The SAP-Submodule-No is equal for the same module in different study programs.
P420-0005
Hours per semester week / Teaching method:
The count of hours per week is a combination of lecture (V for German Vorlesung), exercise (U for Übung), practice (P) oder project (PA). For example a course of the form 2V+2U has 2 hours of lecture and 2 hours of exercise per week.
4VF (4 hours per week)
ECTS credits:
European Credit Transfer System. Points for successful completion of a course. Each ECTS point represents a workload of 30 hours.
6
Semester: 1
Mandatory course: yes
Language of instruction:
German
Assessment:
Written exam (120 minutes / can be repeated semesterly)

[updated 20.11.2019]
Applicability / Curricular relevance:
All study programs (with year of the version of study regulations) containing the course.

DFMM-MAMS-130 Management Sciences, Master, ASPO 01.10.2018 , semester 1, optional course
MAMS-130 (P420-0005) Marketing Science, Master, ASPO 01.04.2016 , semester 1, mandatory course
Workload:
Workload of student for successfully completing the course. Each ECTS credit represents 30 working hours. These are the combined effort of face-to-face time, post-processing the subject of the lecture, exercises and preparation for the exam.

The total workload is distributed on the semester (01.04.-30.09. during the summer term, 01.10.-31.03. during the winter term).
60 class hours (= 45 clock hours) over a 15-week period.
The total student study time is 180 hours (equivalent to 6 ECTS credits).
There are therefore 135 hours available for class preparation and follow-up work and exam preparation.
Recommended prerequisites (modules):
None.
Recommended as prerequisite for:
Module coordinator:
Prof. Dr. Frank Hälsig
Lecturer:
Prof. Dr. Frank Hälsig


[updated 25.01.2016]
Learning outcomes:
        After successfully completing this module students will:
-        be familiar with the different scientific theories and be able to apply and evaluate them with regard to CRM.
-
        be able to reconstruct the customer lifecycle and classify customers or customer groups according to their value to a company.
-
        be able to operationalize customer satisfaction and analyze it in the business context.
-        be able to develop target group-specific marketing campaigns for different industries and evaluate them with regard to their target achievement.
-
        be able to evaluate success using common measurement approaches
-        be familiar with the most common CRM tools and software systems and be able to use them.
 


[updated 20.11.2019]
Module content:
1.        Basics: importance, development, understanding & applications
2.        Theoretical principles: overview of different explanatory approaches and their contributions
3.        Conception and operationalization: life cycle concept, success chain & management processes
4.        Analysis phase: situation analysis, target planning and customer segmentation
5.        Strategic orientation: phase & business area-related decision options
6.        Operational deployment: instruments for relationship management and support
7.        Implementation: IT systems and current software solutions, corporate structures and culture
8.        Controlling and measurement approaches: approaches and requirements for pre- & economic impact monitoring
9.        Institutional particularities: approaches in different industries
10.        Future perspectives and limits of CRM

[updated 20.11.2019]
Teaching methods/Media:
Lecture with exercises and case studies.

[updated 20.11.2019]
Recommended or required reading:
Bruhn, M.: Relationship Marketing: Das Management von Kundenbeziehungen, (latest edition), München.
  
Bruhn, M., Homburg, Ch.: Handbuch Kundenbindungsmanagement _ Strategien und Instrumente für ein erfolgreiches CRM, (latest edition), Wiesbaden.
  
Helmke, S., Uebel, M.F., Dangelmaier, W. (Hrsg.): Effektives Customer Relationship Management _ Instrumente, Einführungskonzepte, Organisation, (latest edition), Wiesbaden.
  
Hippner, H., Wilde, K. D. (Hrsg.): Grundlagen des CRM _ Konzepte und Gestaltung, (latest edition), Wiesbaden.
  
Homburg, Ch. (Hrsg.): Kundenzufriedenheit -  Konzepte, Methoden, Erfahrungen, latest edition, Wiesbaden.
  
Homburg, Ch., Fürst, A. (2005): How complaint handling drives customer loyalty: an analysis of the mechanistic and the organic approach, Journal of Marketing, 69, 3, 95-114.
  
Homburg, Ch., Schäfer, H., Schneider, S.: Sales Excellence: Vertriebsmanagement mit System, latest edition, Wiesbaden.
  
Stauss, B., Seidel, W. (latest edition): Complaint Management: The Heart of CRM, Exeter, UK.


[updated 20.11.2019]
 
[Thu Dec 26 13:29:27 CET 2024, CKEY=mcrma, BKEY=msm2, CID=MAMS-130, LANGUAGE=en, DATE=26.12.2024]