Courses – Fakultet tehničkih nauka u Novom Sadu

Subject: Customer Relationship Management (17.IZOI95)

Type of studies	Title
Undergraduate Academic Studies	Information Systems Engineering (Year: 4, Semester: Winter)

General information:

Category	Professional-applicative
Scientific or art field	Information-Communication Systems Quality, Effectiveness and Logistics
ECTS	5

How are customers and customer relationships in the focus of any successful company, it is necessary to understand what the customer relations are based, how to build and how to manage the relationship. This knowledge will enable students to effectively manage marketing activities and programs of building, measuring and managing customer relationship

The course deals with various techniques, tools and channels for managing customer relationships from traditional to modern, as well as their practical application. Upon hearing the subject, students will be trained to: understand the need for application, recognize an adequate channel, and fully utilize the techniques and tools for Managing Customer Relationships.

Introduction to customer relationship management (CRM), Organization and CRM strategy, CRM as an integral business strategy, customer oriented organization; 5th Communication through few channels; Customizing offers individual buyer; Politics relationships with customers, analytical CRM, data analysis; segmentation and selection; "cross-sell" the analysis, the effects of marketing activities, reporting of results, operational CRM

Teaching takes place through lectures and computer exercises. In the course of the semester, students take a test of the knowledge. The final examination of the knowledge, after the course, is carried out in two parts: a written part consisting of theory and assignment, as well as oral tests of knowledge

Authors	Title	Year	Publisher	Language
John Egan	Relationship Marketing: Exploring Relational Strategies in Marketing, 4/E	2011	Financial Times Press	English
Ed Peelen	Customer Relationship Management	2005	Financial Times Press	English
Don Peppers, Martha Rogers	Managing Customer Relationships: A Strategic Framework	2011	Wiley	English
Jill Dyché	CRM Handbook, The: A Business Guide to Customer Relationship Management	2002	Addison-Wesley	English

Course activity	Pre-examination	Obligations	Number of points
Lecture attendance	Yes	Yes	5.00
Test	Yes	Yes	10.00
Written part of the exam - tasks and theory	No	Yes	20.00
Exercise attendance	Yes	Yes	5.00
Test	Yes	Yes	10.00
Theoretical part of the exam	No	Yes	50.00