國立中山大學 108學年度第1學期 課程教學大綱
National Sun Yat-sen University 108Academic year1st Semester Course syllabus
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中文名稱 Course name(Chinese) |
顧客關係管理 |
課號 Course Code |
IB527 |
英文名稱 Course name(English) |
CUSTOMER RELATIONSHIP MANAGEMENT |
課程類別 Type of the course |
講授類 | 必選修 Required/Selected | 選修 |
系所 Dept./faculty |
管理學院國際經營管理碩士學程 |
授課教師 Instructor |
鍾金才
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學分 Credit |
3 |
因應嚴重特殊傳染性肺炎(武漢肺炎),倘若後續需實施遠距授課,授課方式調整如下: |
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因應嚴重特殊傳染性肺炎(武漢肺炎),倘若後續需實施遠距授課,評分方式調整如下: |
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尚未建立傳染性肺炎(武漢肺炎)課程評分方式﹝評分標準及比例﹞
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課程大綱 Course syllabus |
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課程目標 Objectives |
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Upon completion of this course students will be able to: 1.Understand the importance of customer relationships (B2C & B2B) 2.Understand the rationale for CRM 3.Identify the constituents of CRM 4.Differentiate strategic, operational and analytical CRM 5.Understand how CRM tools helps in managing customer lifecycle 6.Understand how CRM tools influence customer experience 7.Plan and develop CRM strategy
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授課方式 Teaching methods |
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Lectures, group discussions, in-class self reflection exercises, mini cases and video presentations. Field trips will be notified when necessary.
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評分方式﹝評分標準及比例﹞Evaluation (Criteria and ratio)等第制單科成績對照表 letter grading reference
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1.Individual Assignment 1:25% 2.Individual Assignment 2:20% 3.Group Assignment & Presentation:30% 4.Case Study (written):10% 5.Class Participation including two written class exercises:15%
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參考書/教科書/閱讀文獻 Reference book/ textbook/ documents
〔請遵守智慧財產權觀念,不可非法影印。教師所提供之教材供學生本人自修學習使用,不得散播及做為商業用途〕
No copies for intellectual property rights. Textbooks provided by the instructor used only for self-study, can not broadcast or commercial use
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序號 | 作者 | 書名 | 出版社 | 出版年 | 出版地 | ISBN# | No. | Auther | Title | Publisher | Year of publish | Publisher place | ISBN# | 1 | Francis Buttle & Stan Maklan | Customer Relationship Management: Concepts and Technologies, 3rd Edition | Routledge | 2015 | NY | 9781138236813 |
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彈性暨自主學習規劃 Alternative learning periods
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每週課程內容及預計進度 Weekly scheduled progress |
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週次 | 日期 | 授課內容及主題 | Week | Date | Content and topic | 1 | 2019/09/09~2019/09/15 | Class Orientation/Review of Syllabus | 2 | 2019/09/16~2019/09/22 | Introduction to CRM Case Study 1: Strategic CRM at Honda Australia | 3 | 2019/09/23~2019/09/29 | Understanding Relationships Case Study 2: Why has Nokia failed? | 4 | 2019/09/30~2019/10/06 | Managing the Customer Life Cycle-Customer Acquisition and Discussion of Assignment 1 | 5 | 2019/10/07~2019/10/13 | Reflection 3.1: Digital Marketing Strategies for Startups Case study 3: BONOBOS Uses Predictive Analytics to Optimize Customer Acquisition Strategy | 6 | 2019/10/14~2019/10/20 | Managing the Customer Life Cycle-Customer Retention & Development Reflection 4.1: COUNTLESS TIMES OF SEEKING LOYALTY PROGRAMS THAT LIGHTS UP CONSUMERS’ LIFE Dateline for submission to Assignment 1 | 7 | 2019/10/21~2019/10/27 | Customer Portfolio Management Class exercise 1: Sales forecasting using moving year average method (need to bring calculator)- worth 2% as part of written participation | 8 | 2019/10/28~2019/11/03 | Customer Portfolio Management Class Exercise 2 (Need to bring calculator) Customer Lifetime Value- worth 5% as part of written participation | 9 | 2019/11/04~2019/11/10 | How to Deliver Customer-Experience Value Reflection 6.1: Customer values | 10 | 2019/11/11~2019/11/17 | Managing Customer Experience Reflection 7.1: Skills required for customer contact role in CRM Discussion on Assignment 2 | 11 | 2019/11/18~2019/11/24 | Case Study 4 CRM’s influence on Customer Experience Discussion on Group Assignment | 12 | 2019/11/25~2019/12/01 | Sales Force Automation Dateline for submission to Assignment 2 | 13 | 2019/12/02~2019/12/08 | Marketing Automation Reflection 9.1 : Reasons Why You Need to Integrate Marketing Automation with CRM | 14 | 2019/12/09~2019/12/15 | Service Automation Read journal article: Gi-Du Kang and Jeffrey James (2004), “Service quality dimensions: an examination of Gronroos’s service quality model”, Managing Service Quality 14 (4), 266–277. Case study 5: SERVICE AUTOMATION AT ICEE Company | 15 | 2019/12/16~2019/12/22 | Planning to succeed Reflection 13.1 Operational CRM: offline or online? Reflection 13.2 Benefits of CRM Reflection 13.3: One Major CRM Failure & How We Can Learn From It | 16 | 2019/12/23~2019/12/29 | Implementing CRM (the 5-step process) Case Study 6 (written)-worth 10% | 17 | 2019/12/30~2020/01/05 | Group Presentations | 18 | 2020/01/06~2020/01/12 | Group Presentations |
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課業討論時間 Office hours |
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時段1 Time period 1: 時間 Time:星期二13:00-14:00 地點 Office/Laboratory:CM 1025-1 時段2 Time period 2: 時間 Time:星期四13:00-16:00 地點 Office/Laboratory:CM 1025-1
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系所學生專業能力/全校學生基本素養與核心能力 basic disciplines and core capabilitics of the dcpartment and the university |
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系所學生專業能力/全校學生基本素養與核心能力 basic disciplines and core capabilities of the department and the university | 課堂活動與評量方式 Class activities and evaluation | 本課程欲培養之能力與素養 This course enables students to achieve. | 紙筆考試或測驗 Test. | 課堂討論︵含個案討論︶ Group discussion (case analysis). | 個人書面報告、作業、作品、實驗 Indivisual paper report/ assignment/ work or experiment. | 群組書面報告、作業、作品、實驗 Group paper report/ assignment/ work or experiment. | 個人口頭報告 Indivisual oral presentation. | 群組口頭報告 Group oral presentation. | 課程規劃之校外參訪及實習 Off-campus visit and intership. | 證照/檢定 License. | 參與課程規劃之校內外活動及競賽 Participate in off-campus/ on-campus activities and competitions. | 課外閱讀 Outside reading. | ※系所學生專業能力 Basic disciplines and core capabilities of the department | |
1.具備專業倫理觀與社會責任實踐力。 | | | | | | | | | | | | 2.具備專業管理知能。 | V | | | | | | | | | | | 3.具備溝通及團隊合作能力。 | V | | | | | | | | | | | 4.具備分析與解決問題的能力。 | | | | | | | | | | | | 5.具備國際觀之新思維。 | V | | | | | | | | | | | ※全校學生基本素養與核心能力 Basic disciplines and core capabilities of the university | |
1.表達與溝通能力。 | V | | | | | | | | | | | 2.探究與批判思考能力。 | V | | | | | | | | | | | 3.終身學習能力。 | | | | | | | | | | | | 4.倫理與社會責任。 | | | | | | | | | | | | 5.美感品味。 | | | | | | | | | | | | 6.創造力。 | | | | | | | | | | | | 7.全球視野。 | V | | | | | | | | | | | 8.合作與領導能力。 | V | | | | | | | | | | | 9.山海胸襟與自然情懷。 | | | | | | | | | | | |
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本課程與SDGs相關項目:The course relates to SDGs items: |
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本課程校外實習資訊: This course is relevant to internship: |
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