Modul

This module will be offered for the last time in winter semester 2019/20.

The assessment is carried out as partial exams (according to § 4 (1) S. 2 2nd clause  of the examination regulation) of the single courses of this module, whose sum of credits must meet the minimum requirement of credits of this module.

The overall grade of the module is the average of the grades for each course weighted by the credits and truncated after the first decimal.

The student

• understands service management as the managerial foundation of customer relationship management and the resulting implications for strategic management, the organisational structure, and the functional areas of the comapany,
• develops and designs service concepts and service systems on a conceptual level,
• works in teams on case studies and respects project dates, integrates international literature of the discipline,
• knows the current developments in CRM in science as well as in industry,
• knows the scientific methods (from business administration, statistics, informatics) which are most relevant for analytic CRM and he autonomously applies these methods to standard cases,
• designs, implements, and analyzes operative CRM processes in concrete application domains (e.g. campaign management, call center management, …).

None

In the module CRM and Service Management we teach the principles of modern customer-oriented management and its support by system architectures and CRM software packages. Choosing customer relationship management as a company's strategy requires service management and a strict implementation of service management in all parts of the company.

For operative CRM we present the design of customer-oriented, IT-supported business processes based on business process modelling and we explain these processes in concrete application scenarios (e.g. marketing campaign management, call center management, sales force management, field services, …).

Analytic CRM is dedicated to improve the use of knowledge about customers in the broadest sense for decision-making (e.g. product-mix decisions, bonus programs based on customer loyality, …) and for the improvement of services. A requirement for this is the tight integration of operative systems with a data warehouse, the development of customer-oriented and flexible reporting systems, and – last but not least – the application of statistical methods (clustering, regression, stochastic models, …).

The total amount of work for this module is approximately 270 hours (9 credits). The subdivision is based on the credits of the courses of the module.
The total number of hours per course results from the time of visiting the lectures and exercises, as well as from the exam periods and the time that is required to achieve the objectives of the module as an average student with an average performance.