MF-202 Customer Relationship Management (CRM)

Emnet er tilknyttet følgende studieprogram

• Markedsføring og ledelse, bachelorprogram

Undervisningsspråk

English.

Anbefalte forkunnskaper

MF-102 Marketing and MF-201 Tourism and Consumer Behavior, or equivalent.

Innhold

This course is about how different customer groups 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 focus of the course will be on 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.

Læringsutbytte

On successful completion of this course the students should be able to:

 

• explain key concepts and models concerning relationship marketing

• 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

• demonstrate how CRM tools can be used to develop plans for travel and tourism products

• develop a CRM vision and strategy, and show how CRM systems can be integrated into all levels of the enterprise

• understand how a CRM vision and strategy can incorporate the United Nations’ Sustainable Development Goal of responsible consumption and production.

Vilkår for å gå opp til eksamen

Approved compulsory assignments, and presentation of these. More information in Canvas at the start of the semester.

Undervisnings- og læringsformer

Lectures and casework. Case solutions is to be submitted in writing and presented in class. Estimated workload is about 200 hours.

Studentevaluering

The study programme manager, 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.

Tilgang for privatister

No

Eksamen

3-hour individual written examination. Letter grades.

Reduksjon i studiepoeng

Innholdet i dette emnet dekkes helt eller delvis av annet emne. Tas ett av disse emnene i tillegg, reduseres studiepoengene som følger:

Emne	Studiepoengreduksjon
MF-902 – Kunderelasjoner og inntektsstyring i reiseliv- , kultur- og opplevelsesnæringene	1.5