客戶關(guān)系管理英語(yǔ)教學(xué)大綱

CustomerRelationshipManagement教學(xué)大綱課程編號(hào)：021382A課程類型：□通識(shí)教育必修課□通識(shí)教育選修課□學(xué)科基礎(chǔ)課□專業(yè)核心課?專業(yè)提升課□專業(yè)拓展課總學(xué)時(shí)：32講課學(xué)時(shí)：16實(shí)驗(yàn)（上機(jī)）學(xué)時(shí)：16學(xué)分：2考試類型：?考試□考查適用對(duì)象：國(guó)際商務(wù)、旅游管理專業(yè)?是□否適合作為其他專業(yè)學(xué)生的個(gè)性化選修課先修課程：管理學(xué)一、教學(xué)目標(biāo)Thecourseisdesignedtoprovidestudentswithin-depthstudyinCRMphilosophies,technologiesandstrategies.ThefundamentalprinciplesthatestablishedCRMasamarketingphilosophywillbediscussed,followedbytheroleoftechnologyinsupportingCRMstrategies.EmphasisisgivenonvariousbusinessapproachesformanagingallaspectsofthecustomerlifecycleacrosstheInternetandoff-linechannels.Customeridentification,differentiation,interactionandcustomizationtechniqueswillbereviewed.Also,SalesForceAutomation(SFA),CustomerInteractionCenters(CIC),customerself-service,andcustomersegmentationwillbeexamined.Otherkeydiscussionincludingdataintegration,analysisanddecisionssupportsystemsistheotherintentofthiscourse.Casestudy,discussion,teamworkwillbeusedtointegratemajorCRMbusinessfunctionstobetterservethecustomer.Aftersuccessfullycompletingthiscourse,studentsshouldbeableto:1)UnderstandthefundamentalsofCRM2)EvaluateCRMimplementationstrategies;3)ExplainhowCRMimpactonsalesandmarketingstrategies;4)SummarizethewayscompaniesmayuseTechnologyincludingInternettosupportcorporateCRMstrategy;5)IdentifyandexplaintheroleofBusinessIntelligenceinCRM;6)AnalysisandexplainData,informationanalysisandtechnologyIdeologicalandpoliticaleducationpurpose：Integratethecontentofideologicalandpoliticaleducationinthecurriculumsystem,deeplyconformtothecorevaluesofsocialism,activelypromotestudent’sownpersonalvalue.Duringtheteachingprocess,wecultivateexcellentpotentialmanagersviaadvocatingsocialistcorevalues,.二、教學(xué)內(nèi)容及其與畢業(yè)要求的對(duì)應(yīng)關(guān)系(1)教學(xué)內(nèi)容Thiscourseaimstodeveloptheknowledgeandskillbyprovidingopportunitiestoanalysescases,makedecisionsinasimulatedbusinessenvironment,andengageinclassdiscussionsandbusinesswriting.LearningActivitiesandTeachingStrategiesThisclasswillbeconductedintwo-hourseminars,andlabsessionsthroughthesemester,whichincludeslecture-stylesegments,discussionandappliedexercises.ThelectureswilloutlinethemainconceptsofCRM,providingrealworldexamplesandtheirmanagerialimplications.Thereadings,tobereadinstudentowntime,providemoredetailabouttheseconcepts.Lectureswilldrawontheexperiencesofteachingstaff,studentsandoccasionallyindustrypractitioners.Theapplieddiscussionexercisesincludegroupdiscussionandthetutorialwork.Theseexerciseswillillustratematerialcoveredinlecturesandwillprovidestudentswithanopportunitytoapplytheconceptsinthereadingstopracticalexamples.Thetutorialworkwillgivestudentanopportunitytopracticeoralcommunicationskills.ThemajorCRMsimulationprojectwillgivestudentanopportunitytointegratetheconceptscoveredinthelectureandapplythemtothemanagementofanoperatingbusiness.Studentswillneedtoformulatestrategic,operationalandtacticalcustomerrelationshipmanagementdecisions,andassesstheimpactofthesedecisionsonbusinessperformance.(2)教學(xué)方法Thisisaseminar-formatcourse.Theinstructorservesasafacilitatorandthestudentsareexpectedtoactivelyparticipateininteractivediscussionsandconstructivecriticismofreadingmaterials(textbook,supportivereadings)aswellaspeers’viewpoints.Thediscussiontopicchangesweekly,aswellasadditionalreadingsandassignmentsmaybegiveninclassifnecessary.(3)學(xué)生要求A.Attendanceandengagement.Attendanceandinteractionisessentialforthecourse,asitisessentialforoptimallearninginthiscourse.Excusedabsencesincludedocumentedillness,holidayobservation,oruniversitysponsoredevents.Materialandinformationwillbepresentedintheclassroom-learningenvironmentthatrequiresparticipationandengagement.Youshouldcometoclasspreparedtoengageinthematerial.B.LateAssignments.Manyoftheassignmentsinthiscoursearespecificallydevelopedtopromotestudentsuccessatparticulartimesofthesemester;assignmentsneedtobecompletedinatimelymannertobemosteffective.Lateassignmentswillnotbeaccepted.C.WrittenAssignments.Allwrittenassignmentsshouldbeformallytypeddocuments:12-pointfont,preferablyTimesNewRoman,double-spaced,1-inchmargins,andsavedasa.doc,.docx,orpdf.Allwrittenassignmentsarerequestedtobesubmittedoncoursemanagementsystem.D.FreedomandResponsibilitytoOurClass.Bepreparedfordailydialogueandreflectiononassignedreadingsandclassroomdiscussions.Treatclassmembersandyourinstructorwithcourtesyandrespect.E.Communication.Studentacademic/personalwellbeingareofparamountimportance.Studentareencouragedtoregularlycontactyourinstructorwithanyquestionsorconcernsregardingcourserequirements,oranyacademic,personal,and/orsocialissues.Studentmayvisitduringinstructorofficehours,arrangeanothermeeting,orcontacthim/herasneeded.三、各教學(xué)環(huán)節(jié)學(xué)時(shí)分配以表格方式表現(xiàn)各章節(jié)的學(xué)時(shí)分配，表格如下：教學(xué)課時(shí)分配序號(hào)章節(jié)內(nèi)容講課實(shí)踐其他合計(jì)1Part1prerequisitesCRM42Part2UnderstandingDRM43Part3PlanningandImplementationofCRM44Databasemarketing225CasestudiesinCRM228CRMlabsession1010Studentpresentation,groupproject,fieldtripetc.2合計(jì)161432教學(xué)內(nèi)容Chapter1.IntroductionShiftfromProduct-focustoCustomer-focusVoiceofCustomerCustomerOwnership&CustomerValueCustomerCareListeningRespondingImprovingKnowingYourCustomerCustomerTouchPointsandMomentsofTruthCustomerLoyaltyandCustomerAdvocacyValueofaLoyalCustomerBase教學(xué)重點(diǎn)、難點(diǎn)：CustomerOwnership,CustomerValue,CustomerTouchPoints課程的考核要求：UnderstandtheconceptsofCustomerOwnership,CustomerValueUnderstandtheimplementationofthree-stepprocessofCustomerCareinvolvinglistening,responding&improvingUnderstandthesignificanceofCustomerLoyaltyandCustomerAdvocacywithfewcorporateexamplesAppreciatetheimportanceofCustomerTouchPointswiththehelpofcorporateexampleUnderstandthesignificance,processandimplementationofCustomerLifeCycle復(fù)習(xí)思考題：“Knowingyourcustomerscanbethewisestsurvivalprincipletoday”.Justifythestatementwiththeexampleoftelecomsector.Relationshipwithyourcustomersisthekeytosuccessforanybusinessintoday'scompetitivescenario.Criticallyanalysethestatementwithemphasisonchangingcustomerexpectations.課程思政切入點(diǎn)：Frompeople-centricperspective,howtocreatevalueforcustomers課程思政預(yù)期成效：Studentscouldunderstandthatcompaniesshouldcreatevalueforcustomersandcreatehappinessforthepeopleastheirultimategoal.Chapter2.CustomerLifeCycle(CLC)andCustomerLifetimeValue(CLV)MarketingOrientationValueCreationCustomerLifeCyclePhasesofCLCCustomerLifeCycleMarketingCustomerLifetimeValue(CLV)CLVDefinedApplicationsofCLVCalculatingCLVHowtoImproveCLV?教學(xué)重點(diǎn)、難點(diǎn)：ValueCreation,CustomerLifeCycle,CustomerLifetimeValue課程的考核要求：AppreciatetheimportanceoftheconceptofMarketingOrientationforbuildingmutualrewardsystemforthecustomersandtheorganizationsFigureoutthecontributionoftheconceptofvaluecreationforachievingcustomerfocusUnderstanddifferentphasesofCustomerLifeCycleanditsimplicationinselectingappropriatemarketingstrategiesComprehendtheconceptsofCustomerLife-TimeValue(CLV)anditsstrategicimportanceIdentifythemethodsofcalculatingCLVandthewaystoimproveit復(fù)習(xí)思考題：Howdoesmarketingorientationcreateawin-winsituationforboth,customersandtheorganization?DiscusswithafewcorporateexamplesfromtheautosectorwithspecialreferencetotheImplementationoftheconceptofCustomerLifetimeValuehelpsanorganizationinprioritizingitscustomersandhelpsascostcuttingtool.Justifyyouranswerwithsomeexamplesfromthecorporatesector.課程思政切入點(diǎn)：Miningthepotentialcustomervalue,andthepotentialvalueofindividuals.課程思政預(yù)期成效：Studentsshouldknowthattheexplorationoftheirpersonalpotentialrequirespositivebehavioralchanges,suchaslearningfromrolemodelsandtreatingpeopleandthingswithpositivethinking.Chapter3RelationshipMarketingFromTraditionalMarketingApproachtoRelationshipMarketingRelationshipMarketing:OrganizationalPervasiveApproachManagingCustomerEmotions:AToolforRelationshipMarketingRelationshipMarketinginConsumerSegmentv/sServiceSegmentConsumerSegment&RelationshipMarketingServiceSegment&RelationshipMarketingBrandBuildingthroughRelationshipMarketingServiceLevelAgreements(SLA)教學(xué)重點(diǎn)、難點(diǎn):TraditionalMarketingV.S.RelationshipMarketing,RelationshipMarketing,SLA課程的考核要求：UnderstandthereasonsforashiftfromMarketingMixApproachtoRelationshipMarketingDifferentiatebetweenTraditionalMarketingandRelationshipMarketingUnderstandsignificanceofManagingConsumerEmotionsDifferentiatetheconceptofRelationshipMarketinginConsumerSegmentv/sServiceSegmentKnowthesignificanceofRelationshipMarketingforBrandBuildingwiththehelpofcorporateexampleUnderstandtheconceptofCustomerLifeTimeValueanditssignificanceUnderstandtheconceptofServiceLevelAgreements(SLA)復(fù)習(xí)思考題：HowdoServiceLevelAgreements(SLAs)helporganizationinsettingtheirservicedeliverypriorities?Explainwithexamples.ImplementationofconceptofCustomerLifetimeValuehelpsanorganizationinprioritisingitscustomersandhelpsasacost-cuttingtool.'Justifyyouranswerwithexamplesfromthecorporatesector.Chapter4CustomerRelationshipManagementDefiningCRMCustomerRelationshipFrameworkScopeandEvolutionofCRMCoreModulesofCRMTechnologyandCRMLevelsofCRMOperationalCRMAnalyticalCRM教學(xué)重點(diǎn)、難點(diǎn):CRM,LevelsofCRM;CoreModulesofCRM課程的考核要求：UnderstandtheConceptofCustomerRelationshipManagementExplaintheScopeofCRMUnderstandVariousTechnologiesUsedforCustomerInterfaceDifferentiatebetweenOperationalCRMandAnalyticalCRM復(fù)習(xí)思考題：Whatisacallcentre?Howithastransformedtobecomeaninteractioncentre?WhatisOperationalCRM?HowhastheInternetemergedasmajormediumofinteractionbetweenanorganizationanditscustomers?Explainwithonecorporateexample.課程思政切入點(diǎn)：Thestrongrelationshipbetweentheenterpriseandthecustomerbenefitsbothpartiesandextendstotherelationshipbetweenthecountryandthepeople。課程思政預(yù)期成效：Theprosperousofourcountryiseveryoneresponsibility.Onlywhenthecountryisprosperouscancitizensliveandworkinpeaceandcontentment.Thecountry’sprosperitydependsonthehardworkandcontributionofeveryone.Chapter5LoyaltyManagementLoyaltyManagementDefinitionofLoyaltyHowtoManageLoyaltyIdeologyofLoyaltyManagementArchitectureofLoyaltyManagementLoyaltyProgramsPlanningandManagingLoyaltyProgramsTypesofLoyaltyProgramsSuccessDriversofLoyaltyPrograms教學(xué)重點(diǎn)、難點(diǎn):LoyaltyManagement,LoyaltyPrograms課程的考核要求：UnderstandtheconceptofCustomerLoyaltyExplainLoyaltyManagementUnderstandthedesignandimplementationofLoyaltyManagementSystemUnderstandthedesignandimplementationofLoyaltyPrograms復(fù)習(xí)思考題：Discussindetailthestepsinvolvedinthemanagementofloyaltyprogrammeinitiatedbycompanies.課程思政切入點(diǎn)：Emotionalloyaltyismoreimportantthanbehavioralloyalty.Thus.thepersonalloyaltytothepartyandthecountrythatshouldstartfromthe"heart".課程思政預(yù)期成效：Loyaltytothepartyandthecountrycanhelpthemotherlandformgreatcohesionandmakeitinvincible.Chapter6ServiceQualityandServiceCapacityPlanningServiceQualityandCRMConceptofServiceCapacityServiceCapacityPlanningProcessUsingQueuingTheoryforServiceCapacityPlanningAnalysisofaQueueSystem教學(xué)重點(diǎn)、難點(diǎn):ServiceQuality,ServiceCapacity,ServiceCapacityPlanning課程的考核要求：UnderstandRelationshipbetweenServiceQualityandCustomerRelationshipManagementExplainthemethodofServiceCapacityPlanningUnderstandQueuingTheoryApplyQueuingTheoryforpracticalpurposes復(fù)習(xí)思考題：Whatdoyoumeanbyservicecapacity?Listthevariousserviceutilitiesinapostofficeandtheirmajorservicequalityparameters.ExplainthetermsWaitingTime,QueueLengthandLengthofQueue.Chapter7CustomerDrivenQualityandQMSQualityanditsRelevancetoCRMUnderstandingCustomer-DrivenQualityQualityManagementQualityPolicyQualityObjectivesQualityManagementSystemQualityManagementSystemStandardsQualityManagementSystemPrinciplesQualitySystemDocumentationImplementationofQualityManagementSystem教學(xué)重點(diǎn)、難點(diǎn):QualityManagement,QualityPolicy,QualityObjectives,QualityManagementSystem課程的考核要求：UnderstandtheconceptofQualityandQualityManagementUnderstandconceptofContinualImprovementExplainQualityManagementSystems(QMS)anditsrelevancetoCRMUnderstandtheQMSanditsimplementation復(fù)習(xí)思考題：TheconceptofcontinualimprovementisthecorephilosophyofQMS.Justifyandexplainthestatementwithexamples.ExplaintheprocedureofimplementationofISO9001:2008QMS.Chapter8CRMandSalesForceAutomationSalesForceAutomationObjectivesofSFAFeaturesofSFAStrategicAdvantagesofSFA教學(xué)重點(diǎn)、難點(diǎn):SalesForceAutomation,FeaturesofSFA課程的考核要求：UnderstandSFAanditsrelationtoCRMExplaindifferentfacilitiesavailableinSFAAppreciateStrategicbenefitsofSFAUnderstandimplementationsissuesofSFA復(fù)習(xí)思考題：StudyanySFAapplicationtofindoutwhatfeatureswillbeavailableinsuchanapplication.WhatarethehurdlesintheimplementatofSFA?Howshouldthesebeovercome?StudytheimplementationofSFAinanyorganisationandgetfeedbackfromthesalesstaffregardingitsutility.課程思政切入點(diǎn)：Technologyhelpbusinessestodeeplyunderstandcustomerneeds.課程思政預(yù)期成效：Inordertounderstandtheneedsofthemasses,theymustgodeepintothegrassrootsandneighborhoodcommunities,listentothevoicesanddemandsofthemasses,andeffectivelyandquicklyhelpthemassessolveproblems.Chapter9eCRMWhatiseCRM?BenefitsofeCRMDatahandlingineCRMSpecificationsofeCRMSolution教學(xué)重點(diǎn)、難點(diǎn):eCRM,SpecificationsofeCRMSolution課程的考核要求：UnderstandeCRMExplainthebenefitsofeCRMHaveadetailedoverviewofthespecificationsexpectedinanidealeCRMsolutionHaveinsightintosomeeCRMapplicationsavailableinMarket復(fù)習(xí)思考題：WhatarethebenefitsofimplementationofeCRM?Chapter10PlanningandImplementingCRMScopeandSignificanceofCRMProjectBusinessProcessReengineering(BPR)forCRMImplementationCRMImplementationProcess教學(xué)重點(diǎn)、難點(diǎn):CRMImplementationProcess,BPR課程的考核要求：UnderstandhowtomakeaCRMbusinessplanAppreciateImportanceofBusinessProcessRe-engineering(BPR)forCRMProjectUnderstandIssuesinvolvedinselectionofCRMapplicationKnowtheimportanceofadoptionofCRMwithinorganization復(fù)習(xí)思考題：Consideryouaretheproject-in-chargeforCRMimplementationinalargeorganizationwithacountrywidepresence.Workouttheplanforcreatingawarenessabouttheproject.PrepareadetailedprojectonCRMimplementationinanorganizationofyourchoiceinthebankingorinsurancesector.課程思政切入點(diǎn)：Theimportanceoftechnologicalprogresstotheeconomicdevelopmentofourcountry.課程思政預(yù)期成效：ThedevelopmentofartificialintelligenceandothertechnologieshastransformedmanyindustriesandprovidedunprecedenteddevelopmentopportunitiesfortheChineseeconomy.Chapter12ITSolutionofCRManditsIntegrationeCRMProjectImplementationRoadMapIntegratingCRMIntegratingCRMwithSCMBenefitsofIntegrationofSCMwithCRMIntegratingCRMwithSRMERP教學(xué)重點(diǎn)、難點(diǎn):eCRMProjectImplementationRoadMap,ERP課程的考核要求：UnderstandtheprocessofimplementationofeCRMfamiliarwiththemajorconcernareasforimplementationofeCRMfamiliarwiththeimportanceofintegrationofCRMfamiliarwiththeintegrationofCRMwithSCM,SRMandERPSystemUnderstandthefunctionsofERPSystem復(fù)習(xí)思考題：ExaminethedifferentERPproductsavailableinthemarketandcomparetheirsuitabilitytodifferentindustries.HowisCRMrelatedtoSCMandSRM?課程思政切入點(diǎn)：Chinaleadstheworldinthedevelopmentofe-commerce,mobilepayment,newretail,O2O,5Gandotherfields.課程思政預(yù)期成效：Studentscouldunderstandthattechnologicaldevelopmenthascreatedhappinessforpeople,allowingconsumerstoobtainbetterproductsorservicesatalowercost.Practicaltraining本章重點(diǎn)和難點(diǎn)：theframeworkofaCRMsoftware;analysiscustomerdata本章的考核要求：UnderstandthebasicmodulesofCRMsoftwareKnowthemanagementsignificanceofCRMsoftwaretotheenterpriseUnderstanddifferentt