FUNDAMENTALS OF CUSTOMER RELATIONSHIP MANAGEMENT SYSTEMS

Course Description

This course provides a comprehensive introduction to Customer Relationship Management (CRM) from an information systems perspective. Students will explore how organizations use CRM systems to manage customer interactions, analyze behavior, and support marketing, sales, and service functions. Topics include CRM architecture, customer data analytics, system implementation, and integration with enterprise platforms (e.g., ERP, e-commerce). Emphasis is placed on understanding the role of CRM in customer lifecycle management, personalization, and long-term customer value creation. Students will work with CRM software to gain hands-on experience in managing contact databases, segmenting customers, and designing service workflows. By the end of the course, students will understand how to evaluate, implement, and leverage CRM solutions to enhance business performance and customer satisfaction.

FUNDAMENTALS OF CUSTOMER RELATIONSHIP MANAGEMENT SYSTEMS

Evaluation Tools (Active Term)

Course outcomes

1. 01 To enhance awareness and increase understanding the CRM responsibility
2. 02 To examine why do customer defect.
3. 03 To define the customer service excellence.
4. 04 To manage for customer satisfaction.

Course Syllabus

Reference Books & Course Materials

1. 01 Adrian, P. (2007). Handbook of CRM: Achieving Excellence in Customer Management

Learning Outcomes

1. L01 Define and describe the fundamental concepts and objectives of CRM in business contexts. SOLO 3
2. L02 Students will be able to classify different types of CRM and compare their strategic positioning in organizations. SOLO 4
3. L03 Analyze business and customer perspectives and develop effective CRM strategies that align with organizational goals SOLO 4.5
4. L04 Design and evaluate execution roadmaps by identifying capability gaps in CRM initiatives. SOLO 5
5. L05 Analyze and evaluate the value creation process by linking customer value, firm value, and CLV. SOLO 3.5
6. L06 Analyze and integrate multiple channels to ensure a seamless CRM process across customer touchpoints. SOLO 4.5
7. L07 Analyze and manage customer information processes to support effective CRM decision-making. SOLO 4
8. L08 Evaluate CRM performance through key metrics and assess improvement opportunities in the process SOLO 4.5
9. L09 Organize and design structures for CRM implementation and evaluate organizational readiness for change SOLO 5

Program Outcomes

1. P01 Demonstrate comprehensive knowledge of key concepts across the breadth of effective application and use of MIS and innovative information technologies in organizations.
2. P02 Demonstrate autonomy and responsibility in managing MIS projects and improving organizational processes
3. P03 Demonstrate comprehensive understanding of appropriate enterprise frameworks, theories from the MIS to research and assess contemporary issues in the field and related allied fields and disciplines
4. P04 Apply MIS knowledge to facilitate the acquisition, development, deployment, and management of information systems
5. P05 Apply MIS knowledge to the exploitation of opportunities created by information technology innovations ensuring the alignment between MIS strategy and organizational strategy
6. P06 Demonstrate ethical reasoning in relation to crucial MIS issues such as privacy, information security, and ethical use of information
7. P07 Apply appropriate technologies and techniques to the collection and analysis of organizational and environmental data to facilitate evidence-based decision-making
8. P08 Analyse organizational data to accurately identify organizational problems and propose solutions using MIS
9. P09 Apply effective communication skills consistent with the professional environment
10. P10 Apply effective collaboration skills consistent with the professional environment

Po-Lo Matrix