Course Syllabus

Course Information：

Year-Semester	Course Number	Course Name	Phase	Credits	Hours	Required/Elective	Instructor	Class	Student NO.	Withdraw	Note
Spring Semester Year 2023	316083	Customer Relationship Management	1	3.0	3	★	呂正欽 CHUI-YU CHIU Angela Yang	EMBA - BM 資財EMBA EMBA - IEM	13	0	(群組4)行銷管理

Course Plan：

Instructor	Angela Yang
Email	Pearlinself@gmail.com
Last Updated	2023-12-29 21:14:11
Course Objective	本課程主要目的是了解企業與顧客之關係，促使顧客滿意及忠誠回應而產生終身價值，進而提昇企業獲利。課程內容包括顧客關係管理的概念與本質、顧客行為、顧客資料探勘、顧客關係管理系統、顧客關係管理專案之規劃與管理、顧客關係管理的績效衡量、顧客關係管理實務研討。 The objectives of this course are to learn the relationship between corporation and customer for both B2B and B2C. So to increase the profit by customer lifetime value through customer satisfaction and royalty. The topics of this course includes Concepts and Context of CRM, Consumer Behavior, Customer data managing, and CRM system, where we will practice the for CRM Planning and management, and Performance Measurement.
Course Schedule	Week 1: Introduction and Defining on Customers Relationship Management Week 2:Sales and Marketing play important Role in CRM Week 3: How to develop, maintain and strengthen the relationship with customers (CRM) Week 4:Crisis Management in customers services complaint Week 5: Analysis and Maintaining the Customer Value, Satisfaction, and Loyalty Week 6:Developing a positive and strategy on CRM Week 7: A New Approach on CRM Value Articulation—Customer Complaints and Improvement Week 8: Strategy Plan for CRM Week 9: Design Customer Service and Supporting System | Handle for customers complaints|How to handle VIP premium customers Week 10: Experiential Marketing Week 11: Build up customer database by filling into the survey form to create customer value Week 12: Developing, maintain, and strengthen the customer relationship Week 13: Build up customer Royalty (Organizing the customers Database) Week 14: Case Study: Bring in customers value by knowing where their requirements are Week 15: Strengthen the customers relationship Week 16: A plan for Royal customers service: evaluation and assessment E-commerce service Week 17: Plan for building up the customers satisfactions Week 18: Final Exam
Evaluation and grading policy	Group Presentation: 4-5 people in a group : 30% Paper Exam + Individual Report. : 35% Participation : 35% Proof of documents required, such as sick leave notice can be provided later. A wrap-up presentation, reflection, of previous class may be required in next class.  360 degrees evaluation at the end of the class by peers.
Materials	All right reserved. Do not reproduce without permission. Foreign-language textbooks:Yes Customer Relationship Management 2nd Edition by Ed Peelen, Rob Beltman Effective CRM using Predictive Analytics 1st Edition by Antonios Chorianopoulos Literature Reading: Lampel, J., & Germain, O. Creative industries as hubs of new organizational and business practices. In. UK: Elsevier (2016) Yang, Angela, Shiyi Multimedia Corporation: The Value Conversion of Intellectual Property of SanYu Special Exhibition (2021) Conley, J. G., Bican, P. M., & Ernst, H. Value Articulation: A Framework For The Strategic Management of Intellectual Property. California Management Review, 55(4), 102-120. doi:10.1525/cmr.2013.55.4.102 (2013)
The access to curricular consultation	Afterclass : 30 mins
Expanding teaching and resources
The course corresponds to the SDGs
Does the course incorporate AI
Note	An alternative for course distance learning is on MS teams. the link will be provided when it is needed.