Academic year/semester: 2024/25/1

ECTS Credits: 4

Available for: Only for the faculty’s students

Lecture hours: 2
Seminarium:0
Practice: 0
Laboratory: 2
Consultation: 0

Prerequisites: -

Course Leader: Dr. habil Andrea Tick

Faculty: Keleti Károly Faculty of Business and Management, 1084 Budapest, Tavaszmező utca 17.

Course Description:
The aim of the course is to introduce students to the world of CRM customer relationship management. Customer relationship management requires specific methods, knowledge and skills, of which the students will be given a cross-sectional view and knowledge. The course is largely practice-oriented. It does not only aim to make students understand the functioning of a CRM system, but also to show how it is supported by IT. The course aims to provide students with a comprehensive understanding of the potential of CRM and the benefits (and use) of this type of database. It should convince students that an IT solution (or even a simple database) can be extremely helpful in providing more up-to-date information about customers. This type of information can also be the basis for business decisions.

Competences:
-

Topics:
1. CRM customer relationship management basic concepts. The origin, spread, role, types, types of CRM: operational, analytical and collaborative CRM
2. The need for a CRM strategic model. Corporate strategy and customer strategy. CRM strategy development.
3. Functions of CRM systems I: sales channel management, call/contact centers, campaign management and controlling, order management, performance evaluation
4. Functions of CRM systems II: customer service automation, 360-degree customer image, customer value, loyalty programs, real-time decision-making. xRM platforms
5. The value creation process. Multi-channel sales. Sales channel strategies.
6. Analytical CRM systems and business intelligence
7. The process of information management.
8. The performance appraisal process.
9. Basics of CRM database management
10. Database management tasks - database modelling and building, queries
11. Customer analysis from database
12. Organizational tasks of CRM implementation
13. Change management. Side effects of introduction.
14. Project management. Attracting employees.

Assessment: 1. 2 mindterm tests 2. home assignment and its presentation During the semester, the students are assessed based on 2 closed papers/home papers and a home assignment. The condition for signature is the active participation in the labs, the completion of two written indoor, mid-term tests, and completion of homework/class work. A further condition for the signature is the achievement of a minimum of 20% partial performances. In the case of labs, if there are more than 2 absences, the student will not receive a signature. The further extent of absences is regulated by the TVSZ. The condition for obtaining the mid-term mark is to obtain a signature and achieve a combined 51%. The evaluation of the solution of the midterm tasks is done by scoring, partial solutions are also evaluated. The tasks are theoretical and practical. A maximum of 50-50 points can be achieved in ZH theses (10 points theory, 40 points practical), of which min. 20% is the condition of the signature. Writing two valid mid-term tests: blank mid-term tests, or mid-term tests with 0 points, or mid-term tests with only a signature are not considered valid mid-term tests. The 0-point valid mid-term tests can be improved on in the framework of a make-up test.

Exam Types:

Oral Exam

Written Exam

Test Exam

Compulsory bibliography: · Reicher R. Zs. CRM rendszer bevezetésének és kiválasztásának problémái, Vállalkozásfejlesztés a XXI. században · Adrian Payne (2007): CRM kézikönyv – Ügyfélkezelés felsõfokon, HVG Kiadó Zrt. · Andrea, Tick ; Gyöngyi, Szabó ; Regina Zsuzsánna, Reicher , Contribution of a CRM System to the Creation of a Family-Friendly Working Environment, Acta Polytechnica Hungarica, Vol. 18, no. 11 pp. 75-96, 2021 · Mester Csaba, A CRM hatalma avagy ügyfélkezelés a magyar általános vállalati gyakorlatban, Phd értekezés, 2007, http://midra.uni-miskolc.hu/document/5628/1215.pdf · Szűcs István, Bátori Z. CRM rendszerek implementálása, MEB 2008, http://kgk.uni-obuda.hu/sites/default/files/31_Szuts_Batori.pdf · Sales Force kézikönyv · www.crm.lap.hu · www.ugyfelszolgalatok.com

Recommended bibliography: -

Additional bibliography: -

Additional Information: -