Customer Relationship Management | Faculty of Technical Sciences

Subject: Customer Relationship Management (17.IM1814)

Native organizations units: Department of Industrial Engineering and Engineering Management, Chair of Production Systems, Organization and Management

General information:

Category	Professional-applicative
Scientific or art field	Quality, Effectiveness and Logistics Proizvodni i uslužni sistemi, organizacija i menadžment
ECTS	4

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 participants to effectively manage marketing activities and programs of building, measuring and managing customer relationship

The ability to successfully manage construction, development and implementation of a customer relationship in order to improve customer value by bringing the organization.

Introduction to customer relationship management (CRM), Organization and CRM strategy, CRM as an integral business strategy, organization-oriented relations; 5th Communication through higher channels; Customizing offers individual buyer; Politics relationships with customers, analytical CRM, data analysis and "data-mining"; 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. Knowledge testing takes place through two project assignments and a written part of the exam. The final exam relates to theoretical areas that are not studied in lectures

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

Course activity	Pre-examination	Obligations	Number of points
Test	Yes	Yes	10.00
Project task	Yes	Yes	15.00
Theoretical part of the exam	No	Yes	50.00
Written part of the exam - tasks and theory	No	Yes	15.00
Exercise attendance	Yes	Yes	5.00
Lecture attendance	Yes	Yes	5.00

Prof. Stevan Milisavljević

Full Professor

Lectures

Asst. Prof. Vijoleta Vrhovac

Assistant Professor

Computational classes

Faculty of Technical Sciences

University of Novi Sad

Contact:

Address: Trg Dositeja Obradovića 6, 21102 Novi Sad

Phone: (+381) 21 450 810
(+381) 21 6350 413

Fax : (+381) 21 458 133
Emejl: ftndean@uns.ac.rs