>>Chinese Syllabus

STU Syllabus

Course Code MAU075030110223 Course Title Customer Relationship Management(E-Course) Credit(s) 4 Type Halfsemester/Elective
Lecturer YANG, CHIN-ANN Class/Department Department of Distribution Management Grade 4 Category Professional Course
Hour(s) 4 Internship Hour(s) 0 Classroom Maximum Students 20
Teaching Type Distance Learning (Non-simultaneous)
Teaching Objective Due to the sea change of business environment, the increasing utilization of information and communication technologies (ICTs) in all business functions has defined new rules of competition. ICTs enable firms in understanding the market and exploit marketing knowledge with customer-focus action. CRM can be seen as an information system to assist the customer retention process or a methodology to extensively use the information technology, especially Internet applications, to enhance the effectiveness of relationship marketing practices. The main purpose of CRM is to understanding and influencing customer behavior through meaningful communication in order to improve customer acquisition, customer retention, customer loyalty and customer profitability. Apparently, like other IT applications, it isn’t an easy task to implement a CRM system and to expect quick results of better customer service and an increased market. Issues as choice of business strategies, discussion of operations consideration, and choice and scope of ICT enabling systems are needed to discuss and plan prior to, during, and after CRM system facilitation. This course is designed mainly for managers and graduate students to study Customer Relationship Management (CRM) from the management perspective. Both B2C and B2B customer relations will be discussed. Additionally, some data analysis techniques will also introduced.
Main Textbook NA
Textbook(s) and References NA
Prerequisite Course NA
Suggestion for Students please follow the instruction of the class which will post on the internet .


Evaluation (Criteria and Ratio)：

Evaluation midterm 30%
final 30%
homework 20%
attendance, discussion 20%

Course mapping the SDGs Index：

Item No SDGs Index
SDG01 No Poverty
SDG02 Zero Hunger
SDG03 Good Health and Well-being
SDG04 Quality Education
SDG05 Gender Equality
SDG06 Clean Water and Sanitation
SDG07 Affordable and Clean Energy
SDG08 Decent Work and Economic Growth
SDG09 Industry, Innovation and Infrastructure
SDG10 Reduced Inequalities
SDG11 Sustainable Cities and Communities
SDG12 Responsible Consumption and Production
SDG13 Climate Action
SDG14 Life below Water
SDG15 Life on Land
SDG16 Peace, Justice and Strong Institutions
SDG17 Partnerships for the Goals

Weekly Content

Progress Unit Content/Unit Notes
week1 class intro class intro  NA
week2 ch1 creating relationship  NA
week3 ch 2 marketing strategic NA
week4 ch 3 relationship marketing  NA
week5 ch 4 target market  NA
week6 ch 5 relationship marketing and consumer behavior NA
week7 ch 6 service quality and customer complain  NA
week8 midterm midterm  NA
week9 ch 7 brand equity , relationship marketing ,and customer loyalty  NA
week10 ch 8 service guarnetee  NA
week11 case case discussion- customer complain  NA
week12 ch 9 customer service  NA
week13 case case discussion- techniques on selling  NA
week14 ch 10 data building NA
week15 ch 11 self-service technology  NA
week16 ch 12 selling and management  NA
week17 case case- negotiation NA
week18 final exam final exam  NA

Chapter Four - School Regulation: Rules of Leave, Absence

Article 24 – Students who ask for leave, including sick leave, bereavement leave and personal leave, are approved as Absence; those who are absent without approval and/or with no more holidays are regarded as Absent without Leave.
Rules of Absence, Absent without Leave are as follows :
I. Lateness or early dismissal is regarded as one-hour absent.
Ⅱ. Students who ask for official leave, pragnancy leave or parental leave and receive approval are not limited to the rule of being forced to dismiss from the school if they are absent for up to one-third days in one semester.
Ⅲ. If students are absent for approved pragnancy leave or parental leave, their grades will not be deducted. If students are absent for up to one-third days in one semester due to aforesaid leaves, their grades for the subject can be gained through make-up examination or other possible remedies in accordance with the demand and property of the subject; the result will be marked as the exact grades gained from the make-up examination.