CRM Systems

Major: Marketing
Code of subject: 6.075.02.E.099
Credits: 5.00
Department: Marketing and Logistics
Lecturer: Nazar V. Fihun, PhD, senior lecturer, department of marketing and logistics
Semester: 8 семестр
Mode of study: денна
Learning outcomes: Student should: to know: the principles of building relationships between businesses and consumers, the possibilities of providing long-term relationship; opportunities and tools of CRM systems. The role of database, formation of cooperation history between enterprise and consumer. The management of contacts and risks of information loss. be able to: manage business processes using databases; contacts and history of interaction with customers; plan and manage of sales on the use of CRM systems; planning and management of procurement and delivery of products; management of marketing campaigns based on the history of interaction with consumers.
Required prior and related subjects: Prerequisites: Neuromarketing, Social media; Co-requisites: Risk management in marketing, Communications psychology.
Summary of the subject: The role of the consumer for the company and the importance of relations. Features modern customer service and providing of conditions of partnerships formation. The target segment and its possible expansion. Evaluation of customer service (marketing aspect). Development strategy of customer service. The differentiation of service policy - criterion approach. WOW effect and its role in shaping the brand.
Assessment methods and criteria: Current control (30%): tasks solution, oral questioning; Final assessment (70% exam): exam control work.\
Recommended books: 1. Dyche Jill The CRM Handbook: A Business Guide to Customer Relationship Management // Jill Dyche, Addison-Wesley Professional; 1 edition, 2001, p. 336; 2. Wolenik Marc Microsoft Dynamics CRM 2013 Unleashed // Marc Wolenik, Sams Publishing; 1 edition, 2014, p. 1176; 3. Goodey Paul Salesforce CRM - The Definitive Admin Handbook - Third Edition //Paul Goodey, Packt Publishing - ebooks Account; 3 edition, 2015, p. 460; 4. Slater George How To Implement A CRM System for Maximum Profit: A Guide For Business Owners Who Want To Profit From Customer Relationship Management // George Slater, Slater Trading Pty Ltd; 2 edition, 2012, p. 54; 5. Greenberg Paul CRM at the Speed of Light, Fourth Edition: Social CRM 2.0 Strategies, Tools, and Techniques for Engaging Your Customers // Paul Greenberg, McGraw-Hill Education; 4 edition, 2009, p. 688

CRM Systems

Major: Marketing
Code of subject: 6.075.03.E.111
Credits: 5.00
Department: Marketing and Logistics
Lecturer: Nazar V. Fihun, PhD, senior lecturer, department of marketing and logistics
Semester: 8 семестр
Mode of study: денна
Learning outcomes: Student should: to know: the principles of building relationships between businesses and consumers, the possibilities of providing long-term relationship; opportunities and tools of CRM systems. The role of database, formation of cooperation history between enterprise and consumer. The management of contacts and risks of information loss. be able to: manage business processes using databases; contacts and history of interaction with customers; plan and manage of sales on the use of CRM systems; planning and management of procurement and delivery of products; management of marketing campaigns based on the history of interaction with consumers.
Required prior and related subjects: Prerequisites: Neuromarketing, Social media; Co-requisites: Risk management in marketing, Communications psychology.
Summary of the subject: The role of the consumer for the company and the importance of relations. Features modern customer service and providing of conditions of partnerships formation. The target segment and its possible expansion. Evaluation of customer service (marketing aspect). Development strategy of customer service. The differentiation of service policy - criterion approach. WOW effect and its role in shaping the brand.
Assessment methods and criteria: Current control (30%): tasks solution, oral questioning; Final assessment (70% exam): exam control work.\
Recommended books: 1. Dyche Jill The CRM Handbook: A Business Guide to Customer Relationship Management // Jill Dyche, Addison-Wesley Professional; 1 edition, 2001, p. 336; 2. Wolenik Marc Microsoft Dynamics CRM 2013 Unleashed // Marc Wolenik, Sams Publishing; 1 edition, 2014, p. 1176; 3. Goodey Paul Salesforce CRM - The Definitive Admin Handbook - Third Edition //Paul Goodey, Packt Publishing - ebooks Account; 3 edition, 2015, p. 460; 4. Slater George How To Implement A CRM System for Maximum Profit: A Guide For Business Owners Who Want To Profit From Customer Relationship Management // George Slater, Slater Trading Pty Ltd; 2 edition, 2012, p. 54; 5. Greenberg Paul CRM at the Speed of Light, Fourth Edition: Social CRM 2.0 Strategies, Tools, and Techniques for Engaging Your Customers // Paul Greenberg, McGraw-Hill Education; 4 edition, 2009, p. 688