Courses – Fakultet tehničkih nauka u Novom Sadu

Subject: Managing Customer Relationships (17.IM2621)

Native organizations units: Department of Industrial Engineering and Engineering Management, Chair of Quality, Effectiveness and Logistics

Type of studies	Title

General information:

Category	Professional-applicative
Scientific or art field	Quality, Effectiveness and Logistics
Interdisciplinary	No
ECTS	4

Educational goal:

The main objective of this course is to understand the importance of customers and relationships that are built with them and the way in which it is possible to manage these relationships. Customer Relationship Management is a strategic process of building and maintaining profitable relationships with customers who are important evaluators as the end product or service that the organization delivers. By focusing on the processes, strategies and technology to students is a customer relationship management implementation through examples of existing models and solutions. Engineering approach allows students to matter knowledge obtained from the user to easily interpret the requirements that will be organized by issues

Educational outcome:

After completing and passing the exam, students will be able to work with customers with easy understanding of the requirements that users can turn out. The result will be the easy understanding of the benefits that customer relationship management provides organizations with regard to: retain existing customers, attract new customers, higher levels of consumer spending, and more. Also, in the lectures will be given information about the models with which it is possible to improve the production or sale of considering the direct requests from end users.

Course content:

Introduction to customer relationship management, organization and strategy, CRM as an integral business strategy, organization-oriented relations, communication channels through higher; Customizing offers individual buyer; Politics relationships with customers, analytical CRM, data analysis and "datamining"; segmentation and selection , "cross-sell" analysis, the effects of marketing activities, reporting of results, operational CRM

Teaching methods:

Teaching is conducted through lectures where the students are the basics of the case and the auditory exercises in which students work independently solve the planned simulations and case studies. Easier understanding of the material enables and lectures as necessary by experts from practice with real examples and solutions.

Literature:

Authors	Title	Year	Publisher	Language
Don Peppers, Martha Roger	Managing Customer Relationship	2011	Wiley	English
Stevan Milisavljević	Upravljanje odnosima sa korisnicima - skripta	2018	Fakultet tehničkih nauka, Novi Sad	Serbian language
S. Lovreta	CRM – Menadžment odnosa sa kupcima	2010	Datastatus, Beograd	Serbian language
Ed Peelen	Customer Relationship Management	2005	Financial Times Press	English