MODULE DESCRIPTION Module code Module name Module name in English Valid from academic year 2012/2013 MODULE PLACEMENT IN THE SYLLABUS Z-LOG-1074 Zarządzanie relacjami z klientami Customer Relationship Management Subject Level of education Studies profile Form and method of conducting classes Specialisation Unit conducting the module Module co-ordinator Logistics 1st degree (1st degree / 2nd degree) General (general / practical) Full-time (full-time / part-time) All The Department of Economics and Management Prof. Krystyna Wójcik, PhD hab. Approved by: MODULE OVERVIEW Type of subject/group of subjects Module status Language of conducting classes Module placement in the syllabus - semester Subject realisation in the academic year Initial requirements Examination Number of ECTS credit points 2 Method of conducting classes Specialist subject (basic / major /specialist subject / conjoint / other HES) Compulsory (compulsory / non-compulsory) Polish 6th semester Summer semester (winter / summer) No requirements (module codes / module names) No (yes / no) Lecture Classes Laboratory Project Other Per semester 15 15 - - -
TEACHING RESULTS AND THE METHODS OF ASSESSING TEACHING RESULTS Module target The aim of the module is to present basic issues concerning a relatively new tool, i.e. Customer Relationship Management, to students as well as indicating the possibility to implement such activities on the Polish enterprises market. Effect symbol Teaching results Teaching methods (/l/p/other) Reference to subject effects Reference to effects of a field of study A student knows general principles of creating and developing individual entrepreneurs and has basic knowledge as regards establishing a customer relationship with CRM tools. A student knows and understands the essence of logistics in establishing appropriate relationship between a business entity and a customer; a student has also knowledge as regards establishing customer relationship on the optimization level of company market achievements. A student can obtain information from specialist literature and other sources. A student can also draw conclusions on the basis of the obtained information as well as indicate the possibilities of tool implementation with reference to CRM on the Polish enterprise market. A student can utilise basic theoretical knowledge in order to approach a customer effectively and customise the relationship. A student is able to observe and formulate assessments in order to build a relationship between a company and a customer. A student understands the necessity of lifetime education; a student can also co-operate, work in a team, communicate as well as act ethically in terms of the allocated organisational and social roles. A student can think and act in a resourceful manner as regards basic principles of building loyalty in a customer relationship. K_W11 T1A_W09 T1A_W11 S1A_W11 K_W17 T1A_W08 T1A_W11 K_U01 K_U04 K_U02 K_K01 K_K05 T1A_U01 T1A_U03 S1A_U09 T1A_U01 S1A_U01 T1A_K01 S1A_K01 S1A_K06 T1A_K06 S1A_K07 Teaching contents: Teaching contents as regards lectures Lecture number 1. 2 Teaching contents The definitions of CRM. CRM market services development in Poland and worldwide. CRM market description. Utilising CRM tools to build customer loyalty. Reference to teaching results for a module
3 4 5 6 7 Creating loyalty programs and customer communities. Managing key customers. The process of building customer loyalty. Brand ambassadors as the element of creating a positive customer relationship. Utilising databases in CRM. Types of databases. Legal articles regulating database management. On-line CRM Customer Relationship Management (CRM) on the Polish market applying CRM. 8 Utilising websites in establishing customer relationships. Teaching contents as regards classes Class number 1 Teaching contents The definitions of relationship marketing. The development of relationship marketing both on the Polish and worldwide markets; their determinants. 2 Utilising relationship marketing tools and their description. 3 The impact of relationship marketing on the company activity. 4 5 Inbound marketing (marketing in browsers, blogs, and social media). Relationship programs. Utilising the Internet in establishing customer relationships. Social networking services. Reference to teaching results for a module
6 7 Online Public Relations The chances and constraints of the relationship marketing development. Project presentation and a project credit. 8 A final test. The methods of assessing teaching results Effect symbol Methods of assessing teaching results (assessment method, including skills reference to a particular project, laboratory assignments, etc.) Classes, a final test Classes, a final test Team projects, a discussion Team projects, a final test Team projects, a discussion Team projects, a final test Team projects. STUDENT S INPUT ECTS credit points Type of student s activity Student s workload 1 Participation in lectures 15 2 Participation in classes 15 3 Participation in laboratories 4 Participation in tutorials (2-3 times per semester) 6 5 Participation in project classes 6 Project tutorials 7 Participation in an examination 8 9 Number of hours requiring a lecturer s assistance 36 (sum) 10 Number of ECTS credit points which are allocated for assisted work 11 Unassisted study of lecture subjects 1 12 Unassisted preparation for classes 6 13 Unassisted preparation for tests 3 14 Unassisted preparation for laboratories 15 Preparing reports 15 Preparing for a final laboratory test 17 Preparing a project or documentation 9 18 Preparing for an examination 19 Unassisted study of lecture subjects 1.4
20 Projekt współfinansowany ze środków Unii Europejskiej w ramach Europejskiego Funduszu Społecznego Number of hours of a student s unassisted work 19 (sum) 21 Number of ECTS credit points which a student receives for unassisted work 22 Total number of hours of a student s work 55 23 ECTS credit points per module 1 ECTS point=25-30 hours 2 24 Work input connected with practical classes Total number of hours connected with practical classes 15+5+6+9=35 25 Number of ECTS credit points which a student receives for practical classes 0.6 1.3