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Магистратура 2019/2020

Управление взаимоотношениями с клиентами

Статус: Курс обязательный (Маркетинг)
Направление: 38.04.02. Менеджмент
Когда читается: 2-й курс, 1, 2 модуль
Формат изучения: Full time
Прогр. обучения: Маркетинг
Язык: английский
Кредиты: 5

Программа дисциплины


This course is a unite of two up-to-date branches of Marketing Science, which has been rapidly developing during the last decades – Relationship Marketing and Customer Relationship Management. The first part of the course called «Relationship Marketing» (RM) drives students’ attention to the variety of business relations of a company with its suppliers and customers while achieving strategic marketing goals in modern context. It is also focused on Marketing concept development connect-ed with new opportunities to achieve and enhance sustainable competitive advantages. By the time relationship marketing became a completely interdisciplinary research area incorporating research tools from economics, sociology, psychology etc. Being one of the topic of RM, customer relationship management became one of the main focus of RM course and separate area of research and practical tech-nic. The second part of the course is dedicated to Customer Relationship Management (CRM) – one of the fast-growing areas of modern management. Having arisen in the interaction of marketing, service and information technology, CRM has been the most important component of the practical activities in modern companies. Thereat in recent years CRM has become mandatory for all employees of a firm who not only directly interact with their customers (sales, service), but also develop product and price offers for them (marketing, R&D), are responsible for automating business processes (information technology), as well as dealing with the information of the image of a company (marketing communications, PR).
Цель освоения дисциплины

Цель освоения дисциплины

  • The first section of the course examines the nature and role of relationships and networks in marketing strategy implementation, development and modification as well as the impact of relation-ship strategy on firm’s marketing performance both in b2b and b2c markets. It is focused on studying relationship marketing at the following perspectives: 1. Analyzing the marketing concept in dynamics that allows to define paths of the future development; 2. In-depth analysis of emerging management model in Russian market 3. Use of strategic tools and modern methodology of marketing; 4. Managerial innovation effectiveness analysis. Hence the main goals of the first course section are figured out: 1. Offer students a deep insight into new emerging area of Marketing theory 2. Analyze Relationship marketing concept in dynamics, forecasting its future development 3. Master in modern marketing tools and technologies 4. Obtain practical skills to establish and sustain partner relations of a customer-oriented company The second section of the course is designed to create a comprehensive understanding of the key categories that are now commonly referred to CRM topics. It uses both the results of modern academic research and the best practices of CRM implementation in leading foreign and Russian companies. Therefore the main goal of the second course’s part is to offer a deep insight and understanding of key strategic and tactical CRM concepts, educate students to develop CRM strategy and apply basic methods and tools of CRM for practical use in various types of enterprise.
Результаты освоения дисциплины

Результаты освоения дисциплины

  • Know the basics of Relationship Marketing, its' instruments, understand main competencies, describe the idea of new dominant logic of marketing and figure out the advantages and disadvantages of it,
  • Understand the essence of CRM, differ the strategic and operational levels of relations, comprehend the concept of direct and internet marketing
  • Realize the concept of Customer value creation, estimate customer lifetime value, count attraction and retention rates
  • Comprehend the ideas of the supplier, customer, horizontal and internal relations
  • Conduct customer portfolio analysis and estimate relationship costs
  • Conduct supplier relationships analysis, know the main strategies for supplier relationship management
  • Describe multi-dimensional relations and network approach, analyze IKEA business case
  • Know how internal cooperation becomes a competitive advantage, been able to estimate the impact of value creation as the result of internal collaboration
  • Conduct portfolio analysis, create and implement a relationship management strategy
  • Understand the concept of relationship chain management
  • Analyze for and against of relationship marketing
Содержание учебной дисциплины

Содержание учебной дисциплины

  • Topic 1. Introduction to Relationship Marketing (RM). Vector of Marketing – Management development: Antecedents of Relationship Marketing
    Key points: # Relationships # New dominant logic # New instruments (tools) # New competences # The changing role of marketing # The changes within the marketing # Positive and critical issues of new dominant logic
  • Topic 2. Variety of RM definitions and their classification
    Key points: # Core firm and its relationships # Managing and controlling the relationships # Customer relationship management (CRM) # Direct marketing # Internet marketing # Strategic and operational level of relations
  • Topic 3. From exchange to relations: a paradigm shift in marketing
    Key points: # Relationships economics # Customer value creation # Customer lifetime value # Cost of customer attraction and retention # Commitment and trust in relationships
  • Topic 4. Marketing: Sales and Production coordination
    Key points: # New perspectives in Marketing # Approaches to relationship classification # Supplier relations # Horizontal relations # Customer relations # Internal relations
  • Topic 5. Managing customer relations: unique business asset
    Key points: # Customer as the main asset of the company # Contents of customer relations for a modern company # Customer relations in industrial markets # Key relationship indicators # Customer portfolio analysis # Customer relationship costs
  • Topic 6. Partner relations in supply chain
    Key points: # Supplier relationships analysis # Power distribution # High and low supplier involvement # Main strategies for supplier relationship management # Network approach to supplier relations analysis
  • Topic 7. Relations in distribution channels
    Key points: # Network approach to distribution # Nature of distribution nets # Multidimentional relations # Distribution channel management # IKEA business case
  • Topic 8. Internal cooperation as a competitive advantage
    Key points: # How internal cooperation becomes a competitive advantage # Value creation as the result of internal collaboration # Managerial tools stimulating collaboration # Internal company as a way to customer-oriented company
  • Topic 9. Main relationship management models
    Key points: # Portfolio approach to relationship management # Portfolio analysis models # Creation and implementation of a relationship management strategy # Partner coordination in a partnership # Relationship management structure in a company
  • Topic 10. Relationship chain management: balancing production and consumption. Business case analy-sis
    Key points: # Consumer relations as a basis for building and sustaining the company’s relationship # Relationship management process # New skills and qualifications for employees # Relationship marketing performance # indicators # Business practice in Russia
  • Topic 11. Future of a company oriented towards building relations
    Key points: # The main management challenges # The plan of management renovation # For and against relationship marketing
  • Topic 1. What is CRM, who needs it and why
    Key points: What is CRM? Main components of CRM Concept and milestones of CRM development Goals and objectives of CRM In which industries does CRM have the greatest effect? CRM as a competition tool Cross-functional view at CRM
  • Topic 2. How to "love" your customers
    Key points: Modern approaches to describing the relationship between a company and its customers Methods for assessing customer satisfaction and loyalty The concept of customer value (Lifetime value) and its use in CRM tasks Customer value management A connection between customer loyalty and value with profit and other key performance indicators of the company Do customer loyalty programs increase loyalty? Joint management of customer loyalty and profitability The concept of "customer focus" and its limitations What does social media change?
  • Topic 4. Customer data and CRM Analytics
    Key points: Types of customer data and their sources Integration, cleaning, and storage of customer data The quality and integrity of client data Main types of analytical tools for solving strategic and tactical tasks of CRM Capabilities and limitations of analytical tools CRM-Analytics and marketing insights IT-systems of analytical CRM What are the changes due to social media?
  • Topic 3. Value creation. Customer experience management
    Key points: Typology of value creation for customers Tools to creating value CRM and loyalty programs Customization of products and services Key provisions and tools of Customer Experience Management (CEM) SLA and formalization of the expectations of the players Features of creating a customer experience in the B2B segment What are the changes due to social media? CRM vs. Customer Experience Management (CEM)
  • Topic 5. Operating CRM systems
    Key points: History of development and typology of operational CRM systems (OCRM) OCRM systems functionality for solving problems like: SalesForce Automation Marketing Automation Service Automation Partner Relationship Management Features of selection, installation, and integration of оCRM systems Where to place: locally or in the cloud? Which partners are required for the implementation and how to choose them?
  • Topic 6. Customer Lifecycle Management and Targeted Marketing Campaigns
    Key points: The Models describing Customer Lifecycle Lifetime value (CLM) How to engage profitable customers with CRM tools? «Growing» new customers from potential ones The Tools for Customer Development: cross-sell, up-sell Which customers should be held and returned? How to deal with non-profitable customers? Positive and negative customer retention strategies Loyalty programs as a tool for customer retention The tools of operational and analytical CRM for CLM The organization, conduct, and evaluation of the effectiveness of targeted marketing campaigns for the different stages of CLM Key CRM performance indicators for each of the CLM stages
  • Topic 7. From the monologue to the dialogue with the client
    Key points: Types and characteristics of customer communication channels Stages and features of the development of communication channels «The Quality» of CRM problem-solving channels The importance of communication channels for creating a customer experience Features of real-time communication with customers That does Omnichannel give to the company and its customers? Features of Omnichannel strategy implementation in various industries The development level of channels, as a reflection of the maturity of CRM development Communication channels’ KPI of work
  • Topic 8. CRM and social media ("Social CRM»)
    Key points: Features of the usage of social media by companies and their customers Features of «social» buyer behavior Tools for customer engagement in mutually beneficial dialogue and cooperation From individual social media campaigns to social CRM (SCRM) Additional opportunities and threats for companies during the transformation to SCRM Social CRM vs «traditional» Features of the CRM implementation for B2B companies Approaches to assessing the effectiveness of SCRM SCRM and required changes in the corporate culture Special IT tools SCRM KPI SCRM
  • Topic 9. CRM strategy development
    Key points: Strategic aspects of CRM Place of CRM strategy in the enterprise strategic planning system Formalization of CRM implementation goals, objectives and priorities The strategic vision of customer relations Brand Equity vs Customer Equity Managing portfolio of clients Customization of products and services Approaches to calculating the effect of the CRM implementation The development of channels of communications
  • Topic 10. Preparation for implementation of CRM projects
    Key points: Phasing and the plan of CRM implementation Estimation of a company's readiness to implement CRM Business case of CRM implementation That will each of the departments get from the successful implementation of CRM? Inside information and market research «Selling» the project internally and managing the expectations of management CRM implementation project management system Cross-functional interaction within the project Questions to overcome resistance and motivate staff while implementing CRM Evaluation of the efficiency of the introduction Required conditions to succeed in CRM implementation
  • Topic 11. Features of CRM in various industries
    Key points: The features of the implementation of CRM for: o service company o state and non-profit organizations o retail o industrial companies o companies operating in the B2B segment o medium and small companies (SME) The similarities and differences of strategies and CRM tools for different types of companies and industries
  • Topic 12. Organization and management of CRM function in the company
    Key points: Typical tasks and possible organization of the CRM Department in the company Information flows and interaction with other departments within the company Outsourcing, partner selection and managing these relations Features of CRM function implementation and management in various types of enterprise organizational structures «Allies» and «rivals» within the company The future of CRM and its position in the company
Элементы контроля

Элементы контроля

  • Exam (блокирующий)
  • Colloquium (неблокирующий)
  • Individual project (неблокирующий)
  • Participation and contribution (неблокирующий)
  • Posts and comments (неблокирующий)
  • Case analysis and presentation (неблокирующий)
Промежуточная аттестация

Промежуточная аттестация

  • Промежуточная аттестация (2 модуль)
    Participation and contribution 20% Individual project 15% Colloquium 5% Posts and comments 10% Case analysis and presentation 10% Final test 40%
Список литературы

Список литературы

Рекомендуемая основная литература

  • Customer relationship management : concepts and technologies, Buttle, F., Maklan, S., 2019
  • Gummesson, E. (2002). Relationship Marketing in the New Economy. Journal of Relationship Marketing, 1(1), 37. https://doi.org/10.1300/J366v01n01_04
  • Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20. https://doi.org/10.1177/002224299405800302
  • Stephen L. Vargo, Robert F. Lusch, Robert H. Smith, Shelby Hunt, Gene Laczniak, Alan Malter, & Fred Morgan. (2004). Evolving to a New Dominant Logic for Marketing. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.2D39998D
  • Webster, J. . F. E. (1992). The changing role of marketing in the corporation. Journal of Marketing, 56(4), 1. https://doi.org/10.1177/002224299205600402

Рекомендуемая дополнительная литература

  • AL Dmour, H., & Sweidan, G. (2016). The Effect of Relationship Marketing on Customer Loyalty in the Jordanian Pharmaceutical Industry. Arab Journal of Administration, 36(1), 513–536. https://doi.org/10.21608/aja.2016.17600
  • Rudawska, E. (2015). The Relational Context of Creating Customer Portfolio Analyses / Relacyjne uwarunkowania kształtowania analiz portfela klientów. Acta Scientiarum Polonorum. Oeconomia, (2), 143. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbaz&AN=edsbaz.171384555