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Customer Relationship Management

Module name (EN): Customer Relationship Management
Degree programme: Marketing Science, Master, ASPO 01.04.2016
Module code: MAMS-130
Hours per semester week / Teaching method: 4VF (4 hours per week)
ECTS credits: 6
Semester: 1
Mandatory course: yes
Language of instruction:
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
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):
Recommended as prerequisite for:
Module coordinator:
Prof. Dr. Frank Hälsig
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]
[Sat Dec  4 02:25:12 CET 2021, CKEY=mcrma, BKEY=msm2, CID=MAMS-130, LANGUAGE=en, DATE=04.12.2021]