Managing CRM ProcessesLaajuus (5 cr)

Learning objectives

Upon successful completion of the course, the student
will learn what the term CRM means
will understand the value of data for CRM use purposes
can evaluate business requirements for CRM
gain practical experiences how to use CRM information system (Salesforce)

Contents

Theoretical part of CRM
- marketing, customer relationship management
- operational CRM
- analytical CRM
- collaborational CRM
- digital footprint
- how web pages are collecting customer data
- Salesforce practical excersizes/ Salesforce trails


CRM as a business concept
Introduction to marketing models: Mass marketing vs. Relationship marketing
Self study part based on literal research
Web as a CRM and mass surveillance platform:
How customer data can be collected in the
How users on the web can protect their privacy (hands on guidance included)
CRM and business requirements
Feasibility study
Hands on method how to integrate feasibility study requirements into CRM processes
Hands on exercises on cloud based CRM system
Final report
The final report presents how to integrate business requirements
Identify what are the technical, service and business needs before CRM can be utilized in business

Starting level and linkage with other courses

No prerequisites

Implementation methods, demonstration and Work&Study

- Lessons
- assignments
- lots of practical exercises
- visiting speakers
- company visit(s)

Assessment criteria - grade 1

Good knowledge of the course subject. Collected more than 45% of the total course points.

Assessment criteria - grade 3

Good knowledge of the course subject. Collected more than 65% of the total course points.

Assessment criteria - grade 5

Excellent knowledge of the course subject. Collected 90% of maximum amount of the course points.

Learning materials

Based on journals, books, related links and studies
Multimedia presentations, animations
On-line session materials
Comprehensive CRM information system documentation
Document templates available for the course exercises

Further information

- possibility to get Salesforce badges (useful in CV)