Course code VadZ4079

Credit points 2

Customer Relationship Management

Total Hours in Course80

Number of hours for lectures16

Number of hours for seminars and practical classes16

Independent study hours48

Date of course confirmation19.02.2019

Responsible UnitInstitute of Business and Management Science

Course developers

author Uzņēmējdarbības un vadībzinātnes institūts

Līga Jankova

Dr. oec.

author lect.

Vizma Kūlupa

Mg. sc. soc.

Prior knowledge

Ekon3108, Marketing

Ekon3115, Marketing

VadZ3024, Basics of Enterprise's Management

VadZ4010, Management

VadZ4038, Management

Course abstract

The course provides students with theoretical and practical knowledge of customer relationship management and how to apply it in an enterprise as well as the importance of the customer-focused approach in an organisation. Students acquire knowledge of the role of an organisation’s culture in building up the loyalty of customers and in the retention of the customers. The course builds up an understanding of customer management technology, the variants of computer software and systems, the range of CRM functions and the specifics of application of the functions.

Learning outcomes and their assessment

1.Students will be able to demonstrate the knowledge and understanding of the substance and theoretical and empirical aspects of customer relationship management. (Tests, a multiple choice test)
2. Demonstrate the knowledge and understanding of technological solutions for various customer relationship management methods . (Group work)
3. Properly select and effectively apply customer relationship management methods. (Practical assignments, seminars, group work)
4. Reasonably explain and discuss urgent customer relationship management problems in an enterprise.( Discussions in classes)
5. Independently acquire and critically analyse information on customer relationship management in an enterprise. (Independent work)
6. Responsibly plan the completion of the assignments given. (Group work, independent work)
7. Engage in teamwork, express and argue their own opinions. (Group work)
8. Present the results of an assignment done independently. (Presentation of independent work)
9. Independently define and critically analyse problems in customer relationship management. (Independent work)

10. Justify the decisions made and, if necessary, perform an additional analysis by employing customer relationship management methods.( Tests, practical assignments)

Course Content(Calendar)

1. Introduction to the essence of the client relationship management theory.(Lectur-1hour)
2. The nature of a customer-focused business strategy. (Lecture- 3 hours, seminars- 2 hours)
3. Organisation culture as an essential element in customer relationship management. (Lecture -1 hour)
4. Customer relationship management functions, tasks, process. (Lecture- 1 hours)
5. Multiple choice test (Practical- 1 hour)
6. Sales Opportunity Management functionality. (Lecture- 2 hours)
7. Process of implementing customer relationship management. (Lecture- 1 hour)
8. Benefits from the introduction of a customer relationship management system. (Lecture- 1 hour)
9. Effective communication with the company and customers. (Lecture-2 hours, practical-1hour, seminars-3 hours)
10. Test (1)- (Practical -1hour)
11. Customer feedback, feedback means acquisition methods. (Lecture- 2 hours, practical – 1 hour)
12. Use of CRM PC software in customer relationship management. (Lecture -1hour, practical- 1hour)
13. Insight into the available range of CRM technological solutions, computer software, systems in Latvia's business environment. (Practical- 2hours)
14. Practical experience of “X” in implementing and maintaining the customer relationship management approach. (practical – 2hours)
15. Test (2)- (Practical -1hour)

16. Practical experience in applying customer relationship management in enterprise X (Independent work- practical – 1 hour)

Requirements for awarding credit points

Formal test with a mark cumulative score (100%)
• Multiple choice test: 10 points
• Test 1: 15 points
• Test 2:15 points
• Independent work: 10 points
• Practical assignments/seminars: 50 points

10% are equal to one point on a 10-point marking scale

Description of the organization and tasks of students’ independent work

Material studies on the Customer Relationship Management Theory.
Internet Materials Studies on the practical experience of customer relationship management.
Preparation and presentation of practical assignments/seminars.

Preparation and presentation of independent work.

Criteria for Evaluating Learning Outcomes

Formal test with a mark cumulative score (100%)

Compulsory reading

1. Baran R., Galka R., Strunk D. CRM: The Foundation of Contemporary Marketing Strategy. NewYork. London: Routledge. 2013, 404 p.
2. Hand J., Head T. Customer Relationship and Customer Experience Management. World Technology ltd. 2014, 101 p.
3. Kostojohn S., Johnson.M., Paulen B. CRM Fundamentals. Apress, 2011, 244 p.
4. Apsalons E. Komunikācijas kompetence. Kā saprasties un veidot attiecības. Rīga: Zvaigzne ABC, 2013, 304 lpp.
5. Liniņa I. Kā piesaistīt un noturēt pircēju. Rīga: BA "Turība",2018, 187 lpp.
6. Hogans K. Ietekmēšanas māksla. Rīga: Arka, 2006, 275 lpp.

7. Barnard F. Agribusiness management 4th ed. – London. New York: Routledge, 2012, 457 p.

Further reading

1. Apsalons E. Valodas lietojuma loģika. Rīga: Zvaigzne ABC, 2010, 424 lpp.
2. Bērziņš I. Cilvēku, zīmolu, mediju un kultūras menedžments. Rīga: J.Rozes apgāds, 2006, 238 lpp.
3. Bondars A. Efektīva komunikācija uzņēmumā. Komersanta Vēstnesis. Nr.14 (70) 2007.
4. Brēdemeiers K. Melnā retorika. Rīga: Zvaigzne ABC, 2009, 168 lpp.
5. Eiders. Dž. Efektīva komunikācija. Rīga: ASJA, 1999, 259 lpp.
6. Faina D. Saviesīgo sarunu māksla. Rīga: Zvaigzne ABC, 2009, 152 lpp.
7. Fekseuss H. Dari, ko es vēlos. Grāmata par ietekmēšanu. Rīga: Zvaigzne ABC, 2013, 304 lpp.
8. Renģe V. Mūsdienu organizāciju psiholoģija. Rīga: Zvaigzne ABC, 2007, 214 lpp.
9. Šeinovs V. Saki “Nē” un nejūties vainīgs. Rīga: Avots, 2015, 301 lpp.

10. Veinberga S. Publiskās attiecības PR. Teorija un prakse. Rīga: Zvaigzne ABC, 2007, 328 lpp.

Notes

Sectoral professional specialisation study course (Part B3) FOR THE “Rural tourism management” section of THE ESAF professional bachelor's degree programme “Commercial activities and business management”.
Limited-choice study course (Part B) FOR THE “Business Process Management” section of THE ESAF academic bachelor's degree programme.
Free course for other programs.