CUSTOMER RELATIONSHIP MANAGEMENT FOR TOURISM AND HOSPITALITY INDUSTRY

Course Description

In today’s world, businesses and organizations go through a transition process and wondering the response of how to build mutual beneficial relations with the right customers, in an environment where the roles are dramatically changing. This course helps students to find the answers in the mids of social networks. The course aims to provide students what commercial strategy to adopt and how to work on creating an organization that focuses on the customer and the relations with them. On the other hand, this course evaluates customer relations management within tourism and hospitality industry and shows its importance for service and hospitality sector. It provides students with the benefits, principles and technologies of CRM for creating long-term organizational profits and benefits.

CUSTOMER RELATIONSHIP MANAGEMENT FOR TOURISM AND HOSPITALITY INDUSTRY

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 Analyze and explain the strategic frameworks and processes that guide CRM practices. SOLO 3
2. L02 Students will be able to classify different types of CRM and compare their strategic positioning in organizations. SOLO 3.5
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 4.5
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 1. Students will be able to adopt theoretical and practical knowledge in a challenging work environment.
2. P02 2. Students will be able to guide teamwork in intercultural and various international working environments.
3. P03 3. Students will be able to obtain the communicative, conceptual and analytical skills necessary for conflict environments.
4. P04 4. Students will be able to recognize the importance of basic competence to create a competitive advantage and achieve a success on a global scale.
5. P05 5. Students will be able to integrate ethical and social responsible practices that are environmentally friendly and applicable both in business and personal life.
6. P06 6. Students will be able to raise awareness about continuous improvement to increase business performance in professional life.
7. P07 7. Students will be able to adopt and apply critical and strategic thinking together with research capabilities for organizational decisions.
8. P08 8. Students will be able to use and manage the information technologies required for the contemporary business world.
9. P09 9. Students will be able to have a knowledge of, at least, one foreign language at basic level in addition to English.
10. P10 10. Students will be able to acquire effective teamwork skills.

Po-Lo Matrix