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Customer Relationship Management

I.     Course Prefix/Number: MKT 249

       Course Name: Customer Relationship Management

       Credits: 3 (3 lecture; 0 lab)

II.    Prerequisite

Recommended: MKT 131

III.   Course (Catalog) Description

Course examines customer relationship management (CRM). Content includes the customer driven, market-based practices that enable a business to attract, satisfy and retain customers profitability. Focus is on developing programs that cultivate customer relationships, and brand and product loyalty.

IV.   Learning Objectives

Students will be able to understand:
1.    the theory behind customer Relationship management
2.    the importance and role of CRM in today’s business
3.    new and evolving business model
4.    the lifetime value of a customer and related concepts
5.   how to implement customer satisfaction surveys, CRM techniques and customer satisfaction surveys
6.    the use of CRM in ecommerce business

V.    Academic Integrity

Students and employees at Oakton Community College are required to demonstrate academic integrity and follow Oakton's Code of Academic Conduct. This code prohibits:

• cheating,
• plagiarism (turning in work not written by you, or lacking proper citation),
• falsification and fabrication (lying or distorting the truth),
• helping others to cheat,
• unauthorized changes on official documents,
• pretending to be someone else or having someone else pretend to be you,
• making or accepting bribes, special favors, or threats, and
• any other behavior that violates academic integrity.

There are serious consequences to violations of the academic integrity policy. Oakton's policies and procedures provide students a fair hearing if a complaint is made against you. If you are found to have violated the policy, the minimum penalty is failure on the assignment and, a disciplinary record will be established and kept on file in the office of the Vice President for Student Affairs for a period of 3 years.
Details of the Code of Academic Conduct can be found in the Student Handbook.

VI.   Sequence of Topics

The CRM Model
Role of the consumer
Risk management or CRM
How to implement a CRM model in an organization
Teams and their impact on CRM implementations
Why you should measure Customer Service
Customer Lifetime Value Calculations
Benchmarking
Measuring people who provide service
Measuring Process

VII.  Methods of Instruction

Presentation will include lecture, class discussion, readings, guest speakers, exercises and case studies.
Course may be taught as face-to-face, media-based, hybrid or online course.

VIII. Course Practices Required

Reading assignments
Written assignments
Oral presentations
Case Studies
Mathematical calculations

IX.   Instructional Materials

Note: Current textbook information for each course and section is available on Oakton's Schedule of Classes.

Varies by instructor.

X.    Methods of Evaluating Student Progress

Grades are based on written assignments, classroom presentations, case briefs and    attendance
30% Case Studies
10% Class Participation
30% Written Assignments
30% Planning Assignment

XI.   Other Course Information



If you have a documented learning, psychological, or physical disability you may be entitled to reasonable academic accommodations or services. To request accommodations or services, contact the Access and Disability Resource Center at the Des Plaines or Skokie campus. All students are expected to fulfill essential course requirements. The College will not waive any essential skill or requirement of a course or degree program.