Course Code: N1I00154 Credits: 2.0
Total Hours: 32
Prerequisites: Managerial Psychology, Management
Target Students: Undergraduate students majoring in Business Administration and E-commerce
Course Description:
Customer Relationship Management (CRM) is designed to systematically and comprehensively introduce the theories, approaches, and practical applications of CRM, with a particular focus on its importance from the perspective of strategic management and operational content. Through real-world case studies, the course covers customer acquisition, customer service, and customer retention strategies. It also integrates moral and integrity education to cultivate students' sense of social responsibility and professional ethics.
Learning Outcomes:
Upon completing this course, students will be able to:
Understand the basic concepts of CRM and apply CRM techniques for effective customer selection and development; distinguish between good and bad customers, and adopt appropriate marketing- or sales-oriented strategies;
Collect and utilize customer information by identifying reliable information channels and applying this data effectively in customer management;
Segment customers based on needs and value, and develop appropriate management strategies;
Master various communication channels between businesses and customers, and learn how to handle customer complaints professionally;
Identify factors that influence customer satisfaction and loyalty, and implement strategies to improve both;
Analyze the reasons for customer churn and formulate targeted strategies to win back lost customers.
Teaching Methods:
The course combines theoretical instruction with practical activities, emphasizing students' hands-on skills and ethical development. Teaching methods include:
Lectures: Introduce key concepts, tools, and methods of CRM;
Case analysis: Explore real-life CRM scenarios and the challenges they present;
Group discussions: Encourage students to engage in in-depth topic-based discussions to stimulate idea exchange and critical thinking;
Practical activities: Assign project-based work or simulations to provide students with experiential learning opportunities.
Assessment Methods:
Final grades are composed of two main components:
Class performance (50%): Includes classroom participation, assignment completion, and case analysis reports, aimed at encouraging active engagement and measuring students' understanding of core concepts;
Final exam (50%): Assesses students’ overall mastery of course content through moderately scoped and balanced questions that reflect both knowledge retention and application skills.
