1 - Curso 2015-16 PCA-27-F-01 Ed.00 COURSE GUIDE Universidad Católica de Valencia Universidad Católica de Valencia
2 COURSE GUIDE - CUSTOMER RELATIONSHIP MANAGEMENT ECTS MODULE Marketing 36 FIELD: Marketing and International Management 24 SUBJECT: CUSTOMER RELATIONSHIP MANAGEMENT. 6 Type of learning: OP Teacher: Dra. María Gil Marqués Year: 4º Semestre: 1º Departament: Economics, marketing and business administration E-mail: maria.gil@ucv.es COURSE GUIDE TO THE SUBJECT: Prerequisites: There are no prerequisites. GENERAL GOALS This course takes a theoretical and practical to activities concerning the establishment of customer relationships and loyalty. Its objectives are: 1. Provide students with an understanding of the theory and concepts related to this discipline ( e.g. loyalty, perceived value, CRM). 2. Integrate the different dimensions of CRM in the corporate business practice, and identify their profits. 3. Classify customers according to their behaviour. 4. To understand the novelty and timeliness of Relationship Marketing as a routine practice in the markets.
3 CROSS-SECTIONAL COMPETENCES Competence measuring scale Systemic 1 2 3 4 CG1 CG2 Capacity for analysis and synthesis Capacity for time and resources management CG3 Capacity for applying knowledge in practice CG4 Ability to retrieve information from different sources CG5 Oral and written communication CG6 CG7 Elementary computing and IT skills Information management skills Instrumental 1 2 3 4 CG8 Problem solving CG9 Decision-making CG10 Basic knowledge of a second language CG11 Creativity and capacity for generating new ideas CG12 CG13 Initiative and entrepreneurial spirit Capacity to learn and research skills Interpersonal 1 2 3 4 CG14 Leadership CG15 Interpersonal skills CG16 Self-Confidence and decision-making under pressure CG17 Ability to work in an interdisciplinary team CG18 Ability to work autonomously CG19 Ethical commitment CG20 Development of values related to the principles of equal opportunities between men and women, universal accessibility for disabled people and, in general, the democratic values and those of a culture of peace
4 SPECIFIC COMPETENCES Disciplinary 1 2 3 4 CE1 CE2 CE3 CE4 CE5 CE6 Identifying the impact of macro- and micro economic elements on business organizations (i.e. financial and monetary systems, internal markets) Identifying the constitutional characteristics of an organization (i.e. goals and objectives, ownership, size, culture) Identifying the functional areas of an organization and their relations (i.e. purchasing, logistics, marketing, finance, human resources) Ability to develop interdisciplinary knowledge and analysis to define criteria according to which an enterprise is defined, linking the results with the analysis of its environment Understand existing and new technology and its impact on new / future markets Change management in an organization Professional 1 2 3 4 Capacity to manage a company or organization, understanding CE7 its competitive and institutional positioning and identifying its strengths and weaknesses. Managing a company through planning and controlling by using CE8 concepts, methods and tools (i.e. strategy design and implementation, benchmarking, TQM, ABC Costing, etc) CE9 Identifying the potential sources of useful economic information and their content. CE10 CE11 CE12 CE13 Identifying and using management software properly Design and implement information systems in the company Understanding the principles of law and link them with business/management knowledge Ability to audit the situation and foreseeable evolution of a company, using the correct information CE14 Capacity to issue reports advising on specific situations of companies and markets. Attitudinal 1 1 2 3 CE15 Capacity to obtain from data, valuable information useful for decision-making CE16 Technical understanding, reading, speaking and writing in a foreign language, especially in English CE17 Applying professional criteria to analyze business problems CE18 Capacity for integration in any functional area of a company or organization, for performing any management task CE19 Empathy and capacity to understand other people CE20 Ability for negotiation and the resolution of conflicts
5 LEARNING OUTCOMES R-1. Fluent use of concepts related to CRM R-2. Capacity for analysis and diagnosis necessary to define a marketing strategy R-3. Ability to propose solutions regarding the choice of CRM strategy and ways of implementation. R-4. Present oral and written results of the analysis and diagnosis, and the solutions proposed. R-5. Working in groups promoting synergies and results orientation. COMPETENCES CE1, CE2, CE3, CE4, CE8 CG1, CG3, CE1, CE2, CE3, CE9, CE15, CE17 CG2, CG9, CG11, CG12, CG20, CE4, CE7, CE8, CE13, CE14 CG4, CG16 CG14, CG15, CG18, CG19, CE19, CE20 TEACHING METHODOLOGY Given the practical nature of the body of knowledge of CRM the methodology of this course is based on two perspectives: deductive and inductive. - First, the student should be able to apply the theoretical contents explained in class to the resolution of cases and exercises. - On the other hand, the teacher fosters in students the ability to recognize their behavior as consumers. The lesson will focus on explaining the more complex theoretical content. The practical sessions will serve to implement the knowledge and will be scheduled so that students can prepare in advance (see information UCV platform). The student will independently carry out the practices, readings and case studies Students will arrange teams to do a project which analyzes the CRM management practices of a company. The work will be guided by the teacher.
6 ON-CAMPUS EDUCATIONAL ACTIVITIES ACTIVITY Teaching-Learning Methodology Relationship With Learning Outcomes for the subject ECTS ON- CAMPUS CLASS PRACTIC AL CLASSE S SEMINA RS TUTORIA LS ASSESS MENT Teacher presentation of contents, analysis of competences, explanation and in-class display of skills, abilities and knowledge. Group work sessions supervised by the professor. Case studies, diagnostic tests, problems, field work, computer room, visits, data search, libraries, on-line, Internet, etc. Meaningful construction of knowledge through interaction and student activity. Supervised monographic sessions with shared participation Personalized attention in small groups. A period of instruction and / or guidance by a tutor in order to review and discuss the materials and topics presented in lectures, seminars, readings, performance of works, etc. Set of oral and/or written tests used in initial, formative or additive assessment of the student. R1, R2, R3, R4 1,5 R3, R4, R-5 0,25 R2, R3, R4 0,25 R1, R2, R3, R4, 0,25 R1, R2, R3, R5 0,15 Total (2,4*) INDEPENDENT WORK ACTIVITIES ACTIVITY GROUP WORK INDIVIDUAL WORK Teaching-Learning Methodology Group preparation of readings, essays, problem solving, seminars, papers, reports, etc. to be presented or submitted in theoretical lectures, practical and/or small-group tutoring sessions. Work done on the university e-learning platform (www.plataforma.ucv.es ) Student study: Group Individual preparation of readings, essays, problem solving, seminars, papers, reports, etc. to be presented or submitted in theoretical lectures, practical and/or small-group tutoring sessions. Work done on the university e-learning platform ( www.plataforma.ucv.es ) Relationship of Course with Learning Outcomes ECTS R1, R2, R3, R5 1,25 R1, R2, R4, R5 2,35 Total (3,6*)
7 SYSTEM FOR ASSESSING THE ACQUISITION OF THE COMPETENCES AND ASSESSMENT SYSTEM The course is assessed by 50% through a final exam with essay questions in the theory and practice which attempt to collect a wide variety of concepts learned. Participation will count 10% of the final mark. There will be a practical project by teams and activities and case studies during the course that will provide 40% of the final grade. MENTION OF DISTINCTION: The mention of Distinction will be awarded to students who have achieved a score equal to or greater than 9.0. The effort extra activities and demonstrated interest in learning, thus helping to achieve the goals set by the group, will be considered. The number of Distinctions granted will not exceed 5% of students enrolled in a subject in the corresponding academic year unless enrollment is under 20, in which case only one Distinction may be granted. (Royal Decree 1125/2003). DEVELOPMENT OF THE SUBJECT IN SECOND AND SUBSEQUENT ENROLLMENTS: There will be a special group for students who are not enrolling for the first time if they exceed the occupancy limit of the classroom. The professor in charge of this group will conduct 6 sessions. In each session the subject will be developed so as to reinforce the work on the skills that each student needs. Assessment of content and skills will be made during the examination set in the official calendar for this course. ASSESSMENT TOOL LEARNING OUTCOMES ASSESSED ALLOCATED PERCENTAGE Class Attendance and active discussion of business cases R-1, R-2, R-3, R-4 10% Team project and activities and case studies R-1, R-2, R-3, R-4, R-5 40% Final test R-1, R-2, R-3 y R-5 50% DESCRIPTION OF CONTENTS: TOTAL QUALITY MANAGEMENT DIDACTIC UNIT 1 Theoretical Foundations of CRM 2 CRM Strategies 3 Creation and management of information systems 4 Communication with customers. Systems to detect and recover dissatisfied customers COMPETENCES CE1, CE2, CE3, CE4, CE8 CG1, CG3, CE1, CE2, CE3, CE9, CE15, CE17 CG1, CG3, CE1, CE3, CE9, CE17 CG1, CE1, CE2, CE3, CE15, CE17
8 5 Special events and programs CG9, CG11, CG12, CG20, CE4, CE13, CE14 6 Loyalty Programs CE4, CE7, CE8 7 Specific applications and innovation. CG9, CG20, CE8, CG14, CG15, CG18, CG19, CE19 REFERENCES The following reference books are recommended. CHIESA DE NERI, COSIMO (2009) CRM. Las cinco pirámides del marketing relacional. Como conseguir clientes que lleguen para quedarse. Ediciones Deusto RENART CAVA, LL. (2004) CRM tres estrategias de éxito. Cuadernos EB centre. Price Waterhouse- IESE. Articles: GONZÁLEZ-GALLARZA GRANIZO, M. (2002) "Fidelidad vs Lealtad: clientes perros o amigos" (2002) Harvard Deusto Business Review Nº107 Marzo-Abril 2002, pp. 56-61 RIBERA, J. (1997) Valor, satisfacción y lealtad de clientes como motores de negocio Harvard Deusto Marketing y Ventas, número 20, Mayo/Junio, pp. 34-44 CAVERO BRÚJULA, S. Y CEBOLLADA CALVO. J. (1997) Las estrategias de captación y retención de clientes y la lealtad. Un análisis de segmentación Revista española de Investigación de Marketing; nº 1. Septiembre, pp. 55-71 Readings C. PIQUERAS (2010) Venta por Relación. El nuevo paradigma de las ventas J. VELASCO SANCHEZ (2005). Gestión de la Calidad. Mejora Continua y sistemas de gestión C. LONDOÑO (2006) No sin mi cliente. Gestión de quejas y reclamaciones MARTÍNEZ-VILANOVA MARTÍNEZ, R. (2004) Gestión de la clientela. LA manera de conseguir y retener clientes rentables. Esic Editorial. Madrid. BARROSO CASTRO, C. Y MARTÍN ARMARIO, E. (1999) Marketing Relacional. Esic Editorial. Madrid
9 TEMPORAL ORGANIZATION OF LEARNING: DIDACTIC UNIT NUMBER OF LECTURES 1 Theoretical Foundations of CRM 3 2 CRM Strategies 4 3 Creation and management of information systems 4 4 Communication with customers. Systems to detect and recover dissatisfied customers 3 5 Special events and programs 3 6 Loyalty Programs 3 7 Specific applications and innovation. 3
10 DEVELOPMENT OF THE SUBJECT IN SECOND AND SUBSEQUENT ENROLLMENTS: Students in second or successive calls will have regular follow-up tutorial. These tutorials are aimed to guide students in their learning and progress and facilitate exercises and practical work. The assessment will be determined on the final exam on the official schedule for this subject. The blocks of content and tasks to develop in each session are as follows: TEMPORAL ORGANIZATION OF LEARNING. STUDENTS IN SECOND AND SUBSEQUENT ENROLLMENTS DIDACTIC UNIT NUMBER OF TUTORIALS 1 Theoretical Foundations of CRM 1 / 2 hours 2 CRM Strategies 1 / 2 hours 3 Creation and management of information systems 1 / 2 hours 4 Communication with customers. Systems to detect and recover dissatisfied customers 1 / 2 hours 5 Special events and programs Loyalty Programs 1 / 2 hours 6 Specific applications and innovation. 1 / 2 hours