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Operative CRM

Operative CRM
type: Vorlesung (V) links:
semester: WS 17/18
time: 2017-10-17
15:45 - 17:15 wöchentlich
10.11 Raum 213 ( Ersatzraum für Raum 103.2 Geb. 20.14 ) 10.11 Verwaltungsgebäude, Hauptbau


2017-10-24
15:45 - 17:15 wöchentlich
10.11 Raum 213 ( Ersatzraum für Raum 103.2 Geb. 20.14 ) 10.11 Verwaltungsgebäude, Hauptbau

2017-11-07
15:45 - 17:15 wöchentlich
10.11 Raum 213 ( Ersatzraum für Raum 103.2 Geb. 20.14 ) 10.11 Verwaltungsgebäude, Hauptbau

2017-11-14
15:45 - 17:15 wöchentlich
10.11 Raum 213 ( Ersatzraum für Raum 103.2 Geb. 20.14 ) 10.11 Verwaltungsgebäude, Hauptbau

2017-11-21
15:45 - 17:15 wöchentlich
10.11 Raum 213 ( Ersatzraum für Raum 103.2 Geb. 20.14 ) 10.11 Verwaltungsgebäude, Hauptbau

2017-11-28
15:45 - 17:15 wöchentlich
10.11 Raum 213 ( Ersatzraum für Raum 103.2 Geb. 20.14 ) 10.11 Verwaltungsgebäude, Hauptbau

2017-12-05
15:45 - 17:15 wöchentlich
10.11 Raum 213 ( Ersatzraum für Raum 103.2 Geb. 20.14 ) 10.11 Verwaltungsgebäude, Hauptbau

2017-12-12
15:45 - 17:15 wöchentlich
10.11 Raum 213 ( Ersatzraum für Raum 103.2 Geb. 20.14 ) 10.11 Verwaltungsgebäude, Hauptbau

2017-12-19
15:45 - 17:15 wöchentlich
10.11 Raum 213 ( Ersatzraum für Raum 103.2 Geb. 20.14 ) 10.11 Verwaltungsgebäude, Hauptbau

2018-01-09
15:45 - 17:15 wöchentlich
10.11 Raum 213 ( Ersatzraum für Raum 103.2 Geb. 20.14 ) 10.11 Verwaltungsgebäude, Hauptbau

2018-01-16
15:45 - 17:15 wöchentlich
10.11 Raum 213 ( Ersatzraum für Raum 103.2 Geb. 20.14 ) 10.11 Verwaltungsgebäude, Hauptbau

2018-01-23
15:45 - 17:15 wöchentlich
10.11 Raum 213 ( Ersatzraum für Raum 103.2 Geb. 20.14 ) 10.11 Verwaltungsgebäude, Hauptbau

2018-01-30
15:45 - 17:15 wöchentlich
10.11 Raum 213 ( Ersatzraum für Raum 103.2 Geb. 20.14 ) 10.11 Verwaltungsgebäude, Hauptbau

2018-02-06
15:45 - 17:15 wöchentlich
10.11 Raum 213 ( Ersatzraum für Raum 103.2 Geb. 20.14 ) 10.11 Verwaltungsgebäude, Hauptbau


lecturer: Prof. Dr. Andreas Geyer-Schulz
sws: 2
lv-no.: <a target="lvn" href="https://campus.studium.kit.edu/events/g2VKqMx_TiqOE4XCWAjb_g">2540522</a>
Prerequisites

The attendance of coursesCustomer Relationship Management[2540508] andAnalyitical CRM[2540522] is advised.

Bibliography

Jill Dyché. The CRM Handbook: A Business Guide to Customer Relationship Management. Addison-Wesley, Boston, 2 edition, 2002.

Ronald S. Swift. Accelerating Customer Relationships: Using CRM and RelationshipTechnologies. Prentice Hall, Upper Saddle River, 2001.

Elective literature:

Alex Berson, Kurt Thearling, and Stephen J. Smith. Building Data Mining Applications for CRM. Mc Graw-Hill, New York, 2000.

Stanley A. Brown. Customer Relationship Management: A Strategic Imperative in theWorld of E-Business. John Wiley, Toronto, 2000.

Dimitris N. Chorafas. Integrating ERP, CRM, Supply Chain Management, and SmartMaterials. Auerbach Publications, Boca Raton, Florida, 2001.

Keith Dawson. Call Center Handbook: The Complete Guide to Starting, Running, and Improving Your Call Center. CMP Books, Gilroy, CA, 4 edition, 2001.

Andreas Eggert and Georg Fassot. eCRM – Electronic Customer Relationship Management: Anbieter von CRM-Software im Vergleich. Schäffer-Poeschel, Stuttgart, 2001.

Seth Godin. Permission Marketing. Kunden wollen wählen können. FinanzBuch Verlag, München, 1999.

Paul Greenberg. CRM at the Speed of Light: Capturing and Keeping Customers in Internet Real Time. Osborne/McGraw-Hill, 3rd ed. edition, Aug 2004.

Philip Kotler. Marketing Management: Millennium Edition. Prentice Hall, Upper Saddle River, 10 edition, 2000.

Don Peppers and Martha Rogers. The One To One Future. Currency Doubleday, New York, 1997.

Duane E. Sharp. Customer Relationship Management Systems Handbook. Auerbach, 2002.

Len Silverston. The Data Model Resource Book: A Library of Universal Data Models for All Entreprises, volume 1. John Wiley & Sons, 2001.

Toby J. Teorey. Database Modeling and Design. Morgan Kaufmann, San Francisco, 3 edition, 1999.

Chris Todman. Designing a Data Warehouse : Supporting Customer Relationship Management. Prentice Hall, Upper Saddle River, 1 edition, 2001.

Content of teaching

The Student should be able to understand and implement methods and applications within the operative CRM. This includes, but is not limited to the analysis of business processes, as a basis for improvements in CRM, and applications like call centers.

Workload

The total workload for this course is approximately 135 hours (4.5 credits):

Time of attendance

  • Attending the lecture: 15 x 90min = 22h 30m
  • Attending the exercise classes: 7 x 90min = 10h 30m
  • Examination: 1h 00m

Self-study

  • Preparation and wrap-up of the lecture: 15 x 180min = 45h 00m
  • Preparing the exercises: 25h 00m
  • Preparation of the examination: 31h 00m

Sum: 135h 00m

Aim

The Student

  • understands the theory of methods for process and data analyses and applies them for the design and implementation of operative CRM-processes in the complex context of companies,
  • takes privacy problems into account,
  • evaluates existing operative CRM-processes in companies and gives recommendation for their improvement. This requires the knowledge of example processes and the ability to transform them according to the given setting.
  • uses literature for the solution of case studies, communicates with professionals and summarizes his recommendations and drafts in precise and coherent texts.
Exam description

Assessment consists of a written exam of 1 hour length following §4 (2), 1 of the examination regulation and by submitting written papers as part of the exercise following §4 (2), 3 of the examination regulation.

The course is considered successfully taken, if at least 50 out of 100 points are acquired in the written exam. In this case, all additional points (up to 10) from excersise work will be added. 

Grade: Minimum points

  • 1,0: 95
  • 1,3: 90
  • 1,7: 85
  • 2,0: 80
  • 2,3: 75
  • 2,7: 70
  • 3,0: 65
  • 3,3: 60
  • 3,7: 55
  • 4,0: 50
  • 5,0: 0

The grade consists of approximately 91% of exam points and 9% of exercise points.