13.1.13.5 HB6203 Management and Use of Customer Information 2 CR 3 ECTS Credits

Objectives:
The student will be able to systematically collect market and customer information and to analyse and use it. The student will be able to screen essential information when planning different marketing actions in customer relationship management. The student will familiarise him / herself with the possibilities IT has to offer in modern customer relationship management.

Content:
Managing Market and Customer Data / CRM Customer Relations Management / Making Use of Customer Data in Marketing Decision-Making / Making Customised Marketing Programme Using Customer Database / Managing Customers in Industry and Services

Method:
Lectures, assignment/case, examination

Prerequisites:
HB6202 Customer Analysis and Customer Research

Semester:
Term 4