MF-202 Customer Relationship Management (CRM)
- ECTS Credits:
- 7.5
- Responsible department:
- School of Business and Law
- Course Leader:
- Marius Trandheim Kristiansen
- Lecture Semester:
- Spring
- Teaching language:
- English
- Duration:
- 1 term
The course is connected to the following study programs
- Bachelor's Programme in Marketing and Management
Teaching language
EnglishRecommended prerequisites
MF-102 Marketing and MF-205 Consumer Behavior, or equivalent.
Course contents
This course is about how to identify, acquire, retain, and develop relevant customer groups. The customer groups may respond to different stimuli such as price changes, product improvement, or new payment models. Students will learn about different tools for customer relationship management, and the importance of knowing the customer's preferences and needs. Students will also learn about the use of customer databases to acquire knowledge about their own customer base, which in turn can be used to prepare various marketing initiatives to attract and retain profitable customers.
Learning outcomes
On successful completion of this course the students should be able to:
-
explain key concepts and models concerning relationship marketing
-
understand the concept of value and its relation to customer needs
-
understand the management of customer experience in companies
-
use knowledge of consumers to develop measures to attract and retain profitable customers
-
know the tools for customer relationship management, and how CRM systems can be used to increase knowledge about customers and identify key customer groups
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develop a CRM vision and strategy and show how CRM systems can be integrated into all levels of the enterprise
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understand how a CRM vision and strategy can incorporate the United Nations’ Sustainable Development Goals
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analyse and evaluate an organization’s CRM practice
Examination requirements
Approved compulsory assignments, and presentation of these. More information in Canvas at the start of the semester.
Teaching methods
Lectures and casework. Case solutions is to be submitted in writing and presented in class. Estimated workload is about 200 hours.
Evaluation
The person responsible for the course, in consultation with the student representative, decides the method of evaluation and whether the courses will have a midterm- or end of term evaluation, see also the Quality System, section 4.1. Information about evaluation method for the course will be posted on Canvas.
Admission for external candidates
No
Assessment methods and criteria
3-hour written exam under supervision. Assessment expression: letter grade, A-F.
Reduction of Credits
This course’s contents overlap with the following courses. A reduction of credits will occur if one of these courses is taken in addition:
| Course | Reduction of Credits |
|---|---|
| MF-902 – Customer relationships and revenue management | 1.5 |