modelo de guías docentes - Universidad Católica de Valencia

1
Customer Relationship Management - Curso 2015-16
PCA-27-F-01 Ed.00
COURSE GUIDE
Universidad Católica de Valencia
Customer Relationship Management
Universidad Católica de Valencia
Universidad Católica de Valencia “San Vicente Mártir”
2
Customer Relationship Management
COURSE GUIDE - CUSTOMER RELATIONSHIP MANAGEMENT
ECTS
MODULE Marketing
36
FIELD: Marketing and International Management
24
SUBJECT: CUSTOMER RELATIONSHIP MANAGEMENT.
6
Type of learning: OP
Teacher: Dra. María Gil Marqués
Year: 4º
Semestre: 1º
Departament: Economics, marketing and business
administration
E-mail: maria.gil@ucv.es
COURSE GUIDE TO THE SUBJECT: Customer Relationship Management
Prerequisites: There are no prerequisites.
GENERAL GOALS
This course takes a theoretical and practical to activities concerning the establishment of customer
relationships and loyalty. Its objectives are:
1. Provide students with an understanding of the theory and concepts related to this discipline (
e.g. loyalty, perceived value, CRM).
2. Integrate the different dimensions of CRM in the corporate business practice, and identify their
profits.
3. Classify customers according to their behaviour.
4. To understand the novelty and timeliness of Relationship Marketing as a routine practice in the
markets.
Universidad Católica de Valencia “San Vicente Mártir”
3
Customer Relationship Management
CROSS-SECTIONAL COMPETENCES
Competence
measuring scale
Systemic
1
CG1
Capacity for analysis and synthesis
CG2
Capacity for time and resources management
CG3
Capacity for applying knowledge in practice
CG4
Ability to retrieve information from different sources
CG5
Oral and written communication
CG6
Elementary computing and IT skills
CG7
Information management skills
Instrumental
Problem solving
CG9
Decision-making
CG10
Basic knowledge of a second language
CG11
Creativity and capacity for generating new ideas
CG12
Initiative and entrepreneurial spirit
CG13
Capacity to learn and research skills
Interpersonal
4
3
4
3
4
X
X
2
X
X
1
2
CG14
Leadership
CG15
Interpersonal skills
CG16
Self-Confidence and decision-making under pressure
CG17
Ability to work in an interdisciplinary team
X
CG18
Ability to work autonomously
X
CG19
Ethical commitment
X
CG20
Development of values related to the principles of equal opportunities
between men and women, universal accessibility for disabled people
and, in general, the democratic values and those of a culture of peace
Universidad Católica de Valencia “San Vicente Mártir”
3
X
1
CG8
2
X
X
4
Customer Relationship Management
SPECIFIC COMPETENCES
Disciplinary
Identifying the impact of macro- and micro economic elements on
CE1
business organizations (i.e. financial and monetary systems,
internal markets)
Identifying the constitutional characteristics of an organization (i.e.
CE2
goals and objectives, ownership, size, culture)
Identifying the functional areas of an organization and their
CE3
relations (i.e. purchasing, logistics, marketing, finance, human
resources)
Ability to develop interdisciplinary knowledge and analysis to
CE4
define criteria according to which an enterprise is defined, linking
the results with the analysis of its environment
Understand existing and new technology and its impact on new /
CE5
future markets
CE6
1
2
3
4
2
3
X
X
1
2
X
X
CE10
Identifying and using management software properly
CE11
Design and implement information systems in the company
CE12
Understanding the principles of law and link them with
business/management knowledge
CE13
Ability to audit the situation and foreseeable evolution of a
company, using the correct information
X
CE14
Capacity to issue reports advising on specific situations of
companies and markets.
X
Attitudinal
CE16
4
Change management in an organization
Professional
Capacity to manage a company or organization, understanding
CE7
its competitive and institutional positioning and identifying its
strengths and weaknesses.
Managing a company through planning and controlling by using
CE8
concepts, methods and tools (i.e. strategy design and
implementation, benchmarking, TQM, ABC Costing, etc)
Identifying the potential sources of useful economic information
CE9
and their content.
CE15
3
1
Capacity to obtain from data, valuable information useful for
decision-making
Technical understanding, reading, speaking and writing in a
foreign language, especially in English
CE17
Applying professional criteria to analyze business problems
CE18
Capacity for integration in any functional area of a company or
organization, for performing any management task
CE19
Empathy and capacity to understand other people
CE20
Ability for negotiation and the resolution of conflicts
Universidad Católica de Valencia “San Vicente Mártir”
1
X
X
X
X
5
Customer Relationship Management
LEARNING OUTCOMES
COMPETENCES
R-1. Fluent use of concepts related to CRM
CE1, CE2, CE3, CE4,
CE8
R-2. Capacity for analysis and diagnosis necessary to define a marketing
strategy
CG1, CG3, CE1, CE2,
CE3, CE9, CE15, CE17
R-3. Ability to propose solutions regarding the choice of CRM strategy and
ways of implementation.
CG2, CG9, CG11, CG12,
CG20, CE4, CE7, CE8,
CE13, CE14
R-4. Present oral and written results of the analysis and diagnosis, and the
solutions proposed.
CG4, CG16
R-5. Working in groups promoting synergies and results orientation.
CG14, CG15, CG18,
CG19, CE19, CE20
TEACHING METHODOLOGY
Given the practical nature of the body of knowledge of CRM the methodology of this course is based on
two perspectives: deductive and inductive.
- First, the student should be able to apply the theoretical contents explained in class to the resolution of
cases and exercises.
- On the other hand, the teacher fosters in students the ability to recognize their behavior as consumers.
The lesson will focus on explaining the more complex theoretical content. The practical sessions will serve
to implement the knowledge and will be scheduled so that students can prepare in advance (see
information UCV platform). The student will independently carry out the practices, readings and case
studies
Students will arrange teams to do a project which analyzes the CRM management practices of a
company. The work will be guided by the teacher.
Universidad Católica de Valencia “San Vicente Mártir”
6
Customer Relationship Management
ON-CAMPUS EDUCATIONAL ACTIVITIES
ACTIVITY
Teaching-Learning Methodology
ONTeacher presentation of contents, analysis of
CAMPUS competences, explanation and in-class display of
CLASS skills, abilities and knowledge.
Group work sessions supervised by the professor.
PRACTIC Case studies, diagnostic tests, problems, field
AL
work, computer room, visits, data search, libraries,
CLASSE on-line, Internet, etc.
S
Meaningful construction of knowledge through
interaction and student activity.
SEMINA Supervised monographic sessions with shared
RS
participation
Personalized attention in small groups. A period of
instruction and / or guidance by a tutor in order to
TUTORIA
review and discuss the materials and topics
LS
presented in lectures, seminars, readings,
performance of works, etc.
ASSESS
MENT
Set of oral and/or written tests used in initial,
formative or additive assessment of the student.
Relationship With Learning
Outcomes for the subject
ECTS
R1, R2, R3, R4
1,5
R3, R4, R-5
0,25
R2, R3, R4
0,25
R1, R2, R3, R4,
0,25
R1, R2, R3, R5
0,15
Total
(2,4*)
INDEPENDENT WORK ACTIVITIES
ACTIVITY
GROUP
WORK
INDIVIDUAL
WORK
Teaching-Learning Methodology
Relationship of
Course with
Learning
Outcomes
ECTS
Group preparation of readings, essays, problem solving,
seminars, papers, reports, etc. to be presented or submitted
in theoretical lectures, practical and/or small-group tutoring
sessions. Work done on the university e-learning platform
(www.plataforma.ucv.es )
R1, R2, R3, R5
1,25
R1, R2, R4, R5
2,35
Student study: Group Individual preparation of readings,
essays, problem solving, seminars, papers, reports, etc. to
be presented or submitted in theoretical lectures, practical
and/or small-group tutoring sessions. Work done on the
university e-learning platform
( www.plataforma.ucv.es )
Total
Universidad Católica de Valencia “San Vicente Mártir”
(3,6*)
7
Customer Relationship Management
SYSTEM FOR ASSESSING THE ACQUISITION OF THE COMPETENCES AND ASSESSMENT
SYSTEM
The course is assessed by 50% through a final exam with essay questions in the theory and practice
which attempt to collect a wide variety of concepts learned. Participation will count 10% of the final mark.
There will be a practical project by teams and activities and case studies during the course that will
provide 40% of the final grade.
MENTION OF DISTINCTION: The mention of Distinction will be awarded to students who have achieved
a score equal to or greater than 9.0. The effort extra activities and demonstrated interest in learning,
thus helping to achieve the goals set by the group, will be considered. The number of Distinctions
granted will not exceed 5% of students enrolled in a subject in the corresponding academic year unless
enrollment is under 20, in which case only one Distinction may be granted. (Royal Decree 1125/2003).
DEVELOPMENT OF THE SUBJECT IN SECOND AND SUBSEQUENT ENROLLMENTS:
There will be a special group for students who are not enrolling for the first time if they exceed the
occupancy limit of the classroom. The professor in charge of this group will conduct 6 sessions. In each
session the subject will be developed so as to reinforce the work on the skills that each student needs.
Assessment of content and skills will be made during the examination set in the official calendar for this
course.
ASSESSMENT TOOL
Class Attendance and active
discussion of business cases
Team project and activities
and case studies
LEARNING OUTCOMES ASSESSED
ALLOCATED
PERCENTAGE
R-1, R-2, R-3, R-4
10%
R-1, R-2, R-3, R-4, R-5
40%
R-1, R-2, R-3 y R-5
50%
Final test
DESCRIPTION OF CONTENTS: TOTAL QUALITY MANAGEMENT
DIDACTIC UNIT
COMPETENCES
CE1, CE2, CE3, CE4,
CE8
1
Theoretical Foundations of CRM
2
CRM Strategies
CG1, CG3, CE1, CE2,
CE3, CE9, CE15, CE17
3
Creation and management of information systems
CG1, CG3, CE1, CE3,
CE9, CE17
4
Communication with customers. Systems to detect and
recover dissatisfied customers
CG1, CE1, CE2, CE3,
CE15, CE17
Universidad Católica de Valencia “San Vicente Mártir”
8
Customer Relationship Management
5
Special events and programs
6
Loyalty Programs
7
Specific applications and innovation.
CG9, CG11, CG12,
CG20, CE4, CE13, CE14
CE4, CE7, CE8
CG9, CG20, CE8, CG14,
CG15, CG18, CG19,
CE19
REFERENCES
The following reference books are recommended.
CHIESA DE NERI, COSIMO (2009) CRM. Las cinco pirámides del marketing relacional. Como
conseguir clientes que lleguen para quedarse. Ediciones Deusto
RENART CAVA, LL. (2004) CRM tres estrategias de éxito. Cuadernos EB centre. Price WaterhouseIESE.
Articles:
GONZÁLEZ-GALLARZA GRANIZO, M. (2002) "Fidelidad vs Lealtad: clientes perros o amigos" (2002)
Harvard Deusto Business Review Nº107 Marzo-Abril 2002, pp. 56-61
RIBERA, J. (1997) “Valor, satisfacción y lealtad de clientes como motores de negocio” Harvard Deusto
Marketing y Ventas, número 20, Mayo/Junio, pp. 34-44
CAVERO BRÚJULA, S. Y CEBOLLADA CALVO. J. (1997) “Las estrategias de captación y retención
de clientes y la lealtad. Un análisis de segmentación” Revista española de Investigación de Marketing;
nº 1. Septiembre, pp. 55-71
Readings
C. PIQUERAS (2010) Venta por Relación. El nuevo paradigma de las ventas
J. VELASCO SANCHEZ (2005). Gestión de la Calidad. Mejora Continua y sistemas de gestión
C.
LONDOÑO (2006) No sin mi cliente. Gestión de quejas y reclamaciones
MARTÍNEZ-VILANOVA MARTÍNEZ, R. (2004) Gestión de la clientela. LA manera de conseguir y
retener clientes rentables. Esic Editorial. Madrid.
BARROSO CASTRO, C. Y MARTÍN ARMARIO, E. (1999) Marketing Relacional. Esic Editorial. Madrid
Universidad Católica de Valencia “San Vicente Mártir”
9
Customer Relationship Management
TEMPORAL ORGANIZATION OF LEARNING:
DIDACTIC UNIT
NUMBER OF
LECTURES
1
Theoretical Foundations of CRM
3
2
CRM Strategies
4
3
Creation and management of information systems
4
4
Communication with customers. Systems to detect and recover
dissatisfied customers
3
5
Special events and programs
3
6
Loyalty Programs
3
7
Specific applications and innovation.
3
Universidad Católica de Valencia “San Vicente Mártir”
10
Customer Relationship Management
DEVELOPMENT OF THE SUBJECT IN SECOND AND SUBSEQUENT ENROLLMENTS:
Students in second or successive calls will have regular follow-up tutorial. These tutorials are
aimed to guide students in their learning and progress and facilitate exercises and practical work.
The assessment will be determined on the final exam on the official schedule for this subject. The
blocks of content and tasks to develop in each session are as follows:
TEMPORAL ORGANIZATION OF LEARNING.
STUDENTS IN SECOND AND SUBSEQUENT ENROLLMENTS
DIDACTIC UNIT
NUMBER OF
TUTORIALS
1
Theoretical Foundations of CRM
1 / 2 hours
2
CRM Strategies
1 / 2 hours
3
Creation and management of information systems
1 / 2 hours
4
Communication with customers. Systems to detect and recover
dissatisfied customers
1 / 2 hours
5
Special events and programs Loyalty Programs
1 / 2 hours
6
Specific applications and innovation.
1 / 2 hours
Universidad Católica de Valencia “San Vicente Mártir”