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Ternopil Ivan Puluj National Technical University

Факультет економіки та менеджменту

Кафедра менеджменту та адміністрування

Customer Relationship Management


Major 073 - Менеджмент (бакалавр)
Field of knowledge 7 Управління та адміністрування
Academic degree bachelor's
Course type elective
special education
Study start course 3
Semesters 6
Form of education full-time
Study hours structure
32– lectures
16– practical classes
Amount of hours for individual work 42
ECTS credits 3
Form of final examination credit
Academic degree Cand. Sc.
Academic title Assoc. Prof.
Full name Lutsykiv Ivanna
Course goals and learning objectives
Purpose is to provide students with fundamental theoretical and practical knowledge in various concepts of customer relationship management which are necessary when interacting with internal and external stakeholders.
2.2. objectives
A student has to demonstrate such learning outcomes on the discipline (write 5-7 outcomes):
1. to create insight and new learning in the area of customer relationship management;
2. to understand the key skills needed to carry out successful customer relationship management, in order to build more productive & mutually rewarding relationships with customers and/or stakeholders;
3. to be able to identify and respond to customers & stakeholders needs, expectations & issues that both meet their needs and protects the interests of your;
4. to understand the skills to communicate with and influence customers & stakeholders;
5. to equip students with both a conceptual understanding and the knowledge pertaining to practical application of critical skills necessary for building and managing partnering relationships with customers and suppliers;
6. to discuss the conceptual foundations of relationship marketing and its implications for further knowledge development in the field of business. 
Course description
Lectures The nature of customer relationship management
1. The evolution of CRM.
2. Definition and importance of CRM.
3. The main problems of development in relations with customers.
4. Advantages of CRM.
5. Future of CRM.

Identifying customer needs
1. Client orientation of company.
2. Customer needs.
3. Basic conditions of correct identification of clients’ needs.
4. Methods for identifying customer needs.

Admission of clients and establishing contact
1. Find and attract of customers.
2. Establishing contact with clients
3. Conflicts with clients.
4. Information Technology and CRM.

Marketing of customer relationship
1. Conceptions of management customer relationships.
2. Satisfaction of client.
3. Levels of customer relationships.

Basics of creating mutually beneficial relationship with customers
1. Creating mutually beneficial relationship with customers.
2. Customer database.
3. Customer service.

Client’s communication
1. Definition and general characteristics of client’s communications.
2. Foundations of client’s communications.
3. Ways to communicate with client.
4. System of unified communications.

Advertising: meaning, types and role in relationship with clients
1. The concept of advertising.
2. Types of advertising.
3. The process of creating advertising.

Argumentation and presentation of goods
1. Technique argumentatiton.
2. Presentation and demonstration of the product.
3.Working with customer objections.

Customer satisfaction and loyalty
1. Customer satisfaction and loyalty: understanding and differences.
2. Customer loyalty: meaning and importance.
3. The loyalty types and program.
4. Building customer loyalty.

Customer retention and prescriptions for loyalty
1. The magic beanstalk of loyalty.
2. Prescriptions for loyalty.
3. Customer retention.
Practical classes Topic 1. The nature of customer relationship management
Topic 2. Identifying customer needs
Topic 3. Admission of clients and establishing contact
Topic 4. Marketing of customer relationship
Topic 5. Basics of creating mutually beneficial relationship with customers organization
Topic 6. Client’s communication
Topic 7. Advertising: meaning, types and role in relationship with clients
Topic 8. Argumentation and presentation of goods
Topic 9. Customer satisfaction and loyalty
Topic 10. Customer retention and prescriptions for loyalty
Assessment criteria
Credit is an assessment intended to measure a student's knowledge and skills. All students obliged to take credit. The credit consists of 25 tests. Students can retake the credit up to two more times if they fail on their first attempt. 
Recommended reading list. Subject Resources
1. Lutsykiv I. V. The course of lectures and practical cases on discipline “Customer Relationship Management” for the 3rd year students of the specialty 073 “Management” (full-time study bachelors).– Ternopil: TNTU, 2018. –123 p.
2. E. Anderson, C. Fornell, D. LehmannCustomer Satisfaction, Market Share, and Profitability. - Journal of Marketing. – 1994. – 66 p.
3. S. BrownFrom Customer Loyalty to Customer Dependency: Customer Relationship Management. – New York: John Wiley & Sons Canada. – 86 p.
4. A. Richard, B. Scott ,R. MacKenzie, W. Olshavsky A Reexamination of the Determinants of Consumer Satisfaction // Journal of Marketing. – 1996. - № 60 (3). – P. 15-32.
5. T. Vredenburg, C. Wee The Role of Customer Service in Determining Customer Satisfaction // Journal of the Academy of Marketing Science. – 1986. – № 14 (2). – P. 17-26.
6. A. Parvatiyar, J. N. ShethCustomer relationship management:emerging practice, process, and discipline // Journal ofEconomic& Social Research. – 2001. – 3(2). – P. 1-34.
7. B. Stauss, Using New Media for Customer Interaction: A Challenge for Relationship Marketing. Relationship Marketing. – 2000. – New York: Springer. – 233-254 p. 
Course author
Cand. Sc., Assoc. Prof. Луциків Іванна Василівна 
Дата останнього оновлення: 2020-11-05 09:56:38