CRM

Scholar Year: 2018/2019 - 1S

Courses

Head Teacher Responsability Mário Luís Pereira Cravidão Head

Weekly workload Hours/week T TP P PL L TC E OT OT/PL TPL O S Type of classes 2 1 Lectures Type Teacher Classes Hours Theoretical Totals 1 2,00 Mário Cravidão   2,00 Laboratories Totals 2 2,00 Mário Cravidão   2,00

Teaching language

Portuguese

Intended learning outcomes (Knowledges, skills and competencies to be developed by the students)

To enable students to understand the importance of effective CRM strategies in terms of how to acquire and retain customers;

To recognise the strategic role of customer knowledge and to manage customer relationships as a competitive advantage;

To understand the importance of managing relationship resources in function of customer value;

To enable students to learn how to use a CRM software;

Syllabus

1 ORGANISATIONAL CHANGES: FROM CONQUERING TO ESTABLISHING RELATIONSHIPS

2 THE ENTERPRISE AND RELATIONAL MARKETING
2.1 The need for Personalised Relationship
2.2 Migrating to Relational Marketing
2.3 The four strategies of Relational Marketing

3 RELATIONAL MARKETING AND THE NEED FOR CRM
3.1 CRM as a Marketing 1:1 tool
3.2 The different types of CRM
3.3 The different types of CRM
3.4 Predictable Constraints in the implementation of CRM
3.5 Organisational and Cultural Changes
3.6 CRM in the SME’s markets
3.7 Potential Suppliers of CRM

Software

Insightly

Demonstration of the syllabus coherence with the UC intended learning outcomes

Syllabus will provide students with the ability to understand the importance of CRM in order to get more and retain customers (1;2;3)

Students will be able to manage a CRM software (3.6;3.7)

Teaching methodologies

Expository Classes where the relevant theoretical concepts will be explained. Knowledge will be further investigated by students that in class will present pratical examples of application.

Lab classes with Case Studies discussion together with CRM software pratical exercises

Demonstration of the teaching methodologies coherence with the curricular unit's intended learning outcomes

Teaching methodologies are coherent with the learning outcomes:
- Methodologies based on theoretical lectures of the most relevant concepts to be illustrated in a practical way to ease students learning process

-Methodologies based on case studies solving allowing students to apply the theoretical concepts to real situations, problem solving as stimulating student’s participation, thinking, critical analysis and discussion

Assessment methodologies and evidences

Continuous assessment:

Group Work: Report, Presentation and Discussion (GW)
Test (T)
Lab (L) test

Final Grade= 0,40(TG)+0,60(T)+0,20(L)


Group work: Report (50%), Presentation (40%) and Discussion (10%)

Studends should go to Final Exame in case of final Grade is less than 10 values for GW or Test

Attendance system

N.a.

Main Bibliography

Complementary Bibliography