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Customer Relationship Management

Module name (EN): Customer Relationship Management
Degree programme: Management Sciences, Master, ASPO 01.10.2018
Module code: DFMM-MAMS-130
Hours per semester week / Teaching method: 4VF (4 hours per week)
ECTS credits: 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:
DFMM-MAMS-130 Management Sciences, Master, ASPO 01.10.2018, semester 1, mandatory course
MAMS-130 Marketing Science, Master, ASPO 01.04.2016, semester 1, mandatory course
Workload:
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 17.08.2020]
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]
[Wed Dec  8 00:46:43 CET 2021, CKEY=mcrma, BKEY=dms3, CID=DFMM-MAMS-130, LANGUAGE=en, DATE=08.12.2021]