10.1.15 HB62 SERVICES AND CUSTOMER RELATIONSHIP MANAGEMENT (31.5 – 61.5 ECTS Credits)

Objectives

The objective of the orientation studies is to give the student skills to work widely in duties
demanding marketing expertise, especially in the service sector and the service operations of
enterprises. (The major part of operations in enterprises today, up to 70 %, is services).

The student will acquire skills to develop customised marketing in entrepreneurship. He/she will
know the special features in marketing services compared to marketing goods, competition
strategies in marketing services and how to implement internal marketing. The student will
acquire skills to handle customer relations based on a comprehensive marketing thinking.

Objectives
The student will acquire skills to develop customised marketing in business and will know the special features of producing and using services as compared to the marketing of goods. The student will know the means of competition in marketing services and the ways to implement internal marketing and will be able to develop services. The student will also acquire skills to develop and manage services business based on a comprehensive marketing thinking.

Content
Special Features in Producing and Using Services / Quality Concepts in Services / Special Features in Marketing Services / Developing Service Products / Internal Marketing / Developing Services as Business / Managing Services as Business

Method
Lectures, assignment, examination

Semester
Term 1

Objectives
The student will learn the essential aspects in relationship marketing and will understand the meaning of creating relationships and networking. The student will know how to create relationships, develop or end them. He/she will know the most important methods of relationship management and will know,how to analyse and develop customer relationships and customer processes.

Content
Comprehensive Outlook in Marketing / Relationship Marketing as a Marketing Approach and Strategic Alternative / Meaning of Relationships and Networking / Customer Concept, Managing Customer Relationships and Developing Customer Values / Stages in Customer Relationships and Customer Life-Cycles / Customer Relationships and Commitment / Customer Relationship Strategies / Creating and Maintaining Customer Relations / Planning Relationship Marketing / Means of Competition and Operation in Customer Relationship Marketing / Customer Relationship Management in Practice / Key Account Management

Method
Lectures, assignment, examination

Semester
Term 3

Objectives
The student will know how to research and analyse customer needs, values and expectations and shopping habits and will know the meaning of factors affecting customer satisfaction and loyalty. The student will be able to draw essential conclusions from marketing point of view and will be able to build a customer database.

Content
Demand and Customer Analysis, Processing and Analysing Information / Basis of Setting-Up Database / Process of Selecting Research Method and Factors in Carrying It Out / Execution of Research, Analysis of Results and Drawing Conclusions / Combining Databases and Making Use of Them / From Analysis of Customer Satisfaction to Evaluation of Customer Benefits

Method
Lectures, assignment, examination

Prerequisites
HB6200 Developing and Managing Services

Semester
Term 3

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

Objectives
The student will become familiar with the special features of the integrated b-to-b marketing communication at both theoretical and practical level. He/she will be able to utilise both communication mix and communication process within communication in multicultural operation environment and context. The student will be familiar with concepts of brand management.

Content
Role of IMC and Brand Building / IMC Processes / Developing, Monitoring, Evaluating and Controlling IMC

Method
Lectures, exercise, examination

Semester
Term 3

Objectives
The student will know the special features of business-to-business business processes and areas of expertise within them. The student will have the skills to develop business processes and different operations especially from customer management point of view.

Content
”Business-to-business” Operations and Business Processes / B-to-B Marketing: Marketing Strategy and Marketing Plan / Customised Purchasing Co-operation and Product Group Management in Trade and Industry / Product and Service Strategy in an Enterprise / Developing a Service for Service Supplier / Product and Corporate Communication / Developing Industrial Services Business / Outsourcing services

It is recommended that the student deepens his/her knowledge by attending the following Optional Courses:
Doing Business in the Net
Event Marketing and Sponsoring

Method
Lectures, assignment, examination

Semester
Term 1

Objectives
The student will get familiar with the internationalisation of a company as a development and learning process. The student will know the different stages of internationalisation on both strategic and operational levels. He/she will acquire the basic skills needed in making and implementing decisions when developing internationalisation.

Content
Internationalisation Strategies and Processes in Selected Target Markets / Developing International Business and Planning and Implementation of Various Activities / Operations Abroad / Global Marketing: Means of Competition and Operating Options

Method
Lectures, assignment, examination

Prerequisites
HB3001 Internationalisation Case Seminar

Semester
Term 1

Objectives
The student will know the characteristics of professional services, their buying process and special aspects of marketing. He/she will acquire basic skills for successful handling of marketing and purchasing of professional services.

Content
Professional Services and Their Basic Qualities / Managing Professional Services / Customer-based Supply Chain Management / Developing Professional Services / Planning, Development, Implementation and Controlling of Professional Services / Buying Professional Services / Interaction Between Buyer and a Professional / Successful Operation of an Organisation of Professionals / Contacts with Organisations of Professionals

Method
Lectures, assignment, company visits, examination

Prerequisites
HB6200 Developing and Managing Services

Semester
Term 2

Objectives
The student will acquire a comprehensive view of the meaning and development of e-business for business operations. He/she will be able to evaluate and develop data systems and practices for e-business from a computing and marketing point of view. The student will have the basic knowledge of the principles of setting up a small-scale business site.

Content
Introduction to e-Business / Meaning of e-Business to Various Fields from Marketing Point of View / Possibilities of Developing e-Services: Advantages and Problems in both Business to-Business and Consumer Operations to Companies and Customers / Ideas, Aims and Roles of Customers, Sellers, Operators and IT Suppliers in Developing Electronic Services

Method
Lectures, assignment, examination

Prerequisites
HB6200 Developing and Managing Services

Semester
Term 2

Objectives
The student will become familiar with the basics of scientific research and the areas of marketing research. He/she will acquire the basic methodical skills for independent research and development. He will be trained in using qualitative and quantitative research methods in marketing, particularly in service and relationship marketing research. He will know the basics of the reporting of a scientific theses in writing and orally.

Content
Marketing as Research Target / Research Plan and Methods / Quantitative Research Methods and Implementing Research / Qualitative Research Methods and Implementing Research / Seminar: Presentation of Scientific Study (structure, style, language and layout)

Method
Lectures, assignment

Semester
Term 3

Objectives
The student will understand the challenges of an international working environment to company’s marketing actions and will know how export marketing, international marketing and global marketing are executed plus the means of competition and media. The student will know how to successfully plan and implement international marketing in different operating environments.

Content
Export Marketing vs Global Marketing: International Environment and Its Effects on Marketing / Planning, Implementation and Follow-Up of International Marketing

Method
Lectures, assignment

Semester
Term 2

Objectives
The student will be able to handle practical procedures in foreign trade, in importing as well as in exporting.

Content
Export Transactions: Practical Procedures and Documents / Import Transactions: Practical Procedures and Documents / Use of Computer- Based Word-Processing Programme

Method
Lectures, exercise

Objectives
The student will learn the role of selling within the wider context of marketing and will be able to put the selling process in context with sales techniques, the practice of selling, the sales environment, sales channels, sales management, recruitment and training, sales control, budgets, business planning and sales forecasting.

Content
Personal Selling Situations, Interpersonal Communication, Selling Process, Sales Management / Managing Customer Service Situations, Communication in Customer Service / Planning Sales, Sales Negotiations and Selling Process / Assessing Performance and Training Personnel

Method
Lectures, case, exercises, examination

Semester
Term 4

Objectives
The student will master evaluation and assessment of the cost efficiency of customer processes and customer profitability and will know how to draw conclusions that will add to customer values. He/she will understand the importance of evaluating different customers.

Content
Profitability of Customer Base, Causes of Cost, Operations with Additional Value, Customer Profitability and Level of Service / Integrated Follow-Up System / Analysing Customers at Different Stages of Customer Relationships / Improving Profitability of Customer Processes

Method
Lectures, assignment/case, examination

Prerequisites
HB6200 Developing and Managing Services
HB6202 Customer Analysis and Customer Research
HB6203 Management and Use of Customer Information

Objectives
The student will become familiar with the basic concepts of image and brand management and will understand the meaning of a brand on global markets in customer and also in b-to-b marketing. The student will have the skills to analyse, build, develop, sustain and to follow-up brands.

Content
Brand Management as Part of Company Strategic Management / What Makes a Brand Strong? / Brand Identity/ Brand Strategies / Measurement / Brand Equity / Brand Extension / Brand Building as a Process

Method
Lectures, assignment, examination

Prerequisites
HB6200 Developing and Managing Services

Semester
Term 3

Objectives
The student will develop his/her strategic thinking and learn to apply strategies both to introducing products and to creating customer relations and developing customer relationships in international business-to-business markets.

Content
Strategic Marketing Plan / Connection to Strategies at Company Level and to Competitive Advantage at Business Level / Growth Strategy and Degree of Adaptation to Target Markets and Key Accounts / Implementation of Marketing Strategies within Business-to-Business Context with Integrated Marketing Decisions

Method
Lectures, exercise, examination

Objectives
The student will know the meaning of cooperation-based business relationships as a source of resources for the company and the meaning of networking between organisations for improving the efficiency of customer relations and distribution channels. The student will know the possibilities and models for networking in industry and the service sector and will know how to develop company business through networking.

Content
Value Chains, Outsourcing and Networking / Network Management, Networking Levels and Strategies / Implementation of Networking and Partnership Project / Supplier, Customer, Technology and R&D Networking and Their Operation Models in Industry / Networks Between Organisations and How to Improve Their Efficiency / Doing Business in Networks /Joint Networks Between Companies (partnership, alliance, keiretzu etc.) / Internationalisation Through Networks / Customised Management of Customers, Subcontractor and Other Partnership Relationships

Method
Lectures, assignment, examination

Objectives
The student will acquire skills to work judicially and ethically correctly in marketing and customer relations.

Content
Marketing Legislation and Rules and Guidelines of Marketing / International Norms of Marketing / Marketing Law, Agreements and Authorities / Ethical Norms of Marketing / Environmental Law

Method
Lectures, exercise, examination

Objectives
The student will get a basic idea of the strategic process and development of e-business and the role of IT-systems in making new business models. The student will develop skills in managing, planning and implementation of e-business development projects.

Content
e-Business Strategy and Its Implementation / IT-Strategy as Part of e-Business Strategy / e-Business Processes and Supporting IT-Systems / Managing Development and Projects

Method
Lectures, assignment and examination

Semester
Term 3