ECTS - Course Descriptions of individual course units and semesters: Degree programme Master Business Administration: International Marketing and Sales
 Master Business Administration: International Marketing and Sales |
| Winter Semester 2012 |
| Course unit title | Customer Relationship Management | ||
| Course unit code | 02513142 | ||
| Language of instruction | English | ||
| Type of course unit (compulsory, optional) | ILV Integrated course (compulsory) | ||
| Semester when the course unit is delivered | WS-2012 | ||
| Teaching hours per week | 2 | ||
| Year of study | 2 | ||
| Level of course unit (e.g. first, second or third cycle) | Second Cycle (Master) | ||
| Number of ECTS credits allocated | 4 | ||
| Name of lecturer(s) |  Tom FLEERACKERS | ||
| Prof. (FH) Dipl.-Ing. Wilfried MANHART, MBA | |||
| Learning outcomes of the course unit The students will: __ understand the pros and cons for a CRM strategy __ be able to recommend an appropriate multi channel solution __ understand the importance and major levers of e-business and e-commerce __ be capable to consult international organisations in the design and set-up of such concepts |
| Mode of delivery (face-to-face, distance learning) Face-to-face |
| Prerequisites and co-requisites Bachelor in Business or equivalent |
| Recommended optional programme components Not applicable |
| Course contents Customer Relationship Management (CRM) is a key concept to build, maintain and retain customer base on international scale. The role of e-business and e-commerce is becoming increasingly decisive in building effective relations within an internationally competitve landscape. This course focuses on those two topics by providing an overview of various concepts, evaluates the pros and cons of different approaches and identifies pitfalls and barriers to implementation of both initiatives in international organisations. |
| Recommended or required reading Peelen, Ed, M.R.: Customer Relationship Management, Prentice Hall, 2005 Chaffey, Dave: E-business and E-commerce management, 3rd ed., Financial Times Press, 2006 |
| Planned learning activities and teaching methods Integrated course with lectures, exercises and group discussions. |
| Assessment methods and criteria Written exam |
| Work placement(s) Not applicable |
| Remarks Not applicable |
