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Course title Customer Relationship Management (CRM) / Manajemen Hubungan Pelanggan
Course code CSI3601603
Credit hours 3 SKS
Instructor Puspa I. Sandhyaduhita (p.indahati@cs.ui.ac.id)
Teaching Assistants ‐‐ see SCELE ‐‐
Course Description The course focuses on the concepts and technologies of CRM as a complete enterprise wide
business solution. The course is suitable for students planning to go into IT consulting or firms.
This course will teach students the basic principles, implementation and practices of CRM to
enhance the achievement of marketing, sales and service objectives throughout the customer
life‐cycle stages of customer acquisition, retention and development, whilst simultaneously
supporting broader organizational goals.
Course Objective At the completion of the course, students will have an understanding of:
Basic concept of Customer Relationship Management and managerial perspective of
CRM
CRM implementation, technologies, and application to marketing, selling or service
functions
Prerequisite ERP
Required Text [1] Francis Buttle, Customer Relationship Management: Concepts and Technologies, 2e, Elsevier
Ltd., 2009
[2] Baran, Galka and Strunk, Principles of Customer Relationship Management, South‐Western,
2008
Evaluation [Tentative] UTS: 25%, UAS: 25%, Assignments: 25%, Quizzes: 10%, Participation: 15%
(Presence, Active Participation in Class Discussion ‐Coupon‐) TOTAL: 100% ‐‐ (No additional
assignment after final exam)
Time CRM Ekstensi: Monday, 19.00 – 21.30 (3 sks) @2401/@Lab 2601
Tutorial by TA: based on requests (min. 15 students)
Course Plan
Introduction to Customer Relationship Management and overview of history and
development of CRM (Assignment‐1)
Week‐1
Definition of CRM, the purpose and benefits of CRM, the tangible components of CRM, types
and models of CRM, overview of history and development of CRM
Sources: [1] Ch. 1; [2] Ch. 1, Ch. 2
Understanding Relationship
Definition of relationship, the roots of relationship marketing, relationship marketing and
Week‐2
customer relationship management, relationship management theories, CRM and customer
experience
Sources: [1] Ch. 2, Ch. 6; [2] Ch. 3, Ch. 4
Planning and Implementing CRM projects
Week‐3
Introduce CRM project’s phases
Sources: [1] Ch. 3
Developing, managing and using customer‐related databases + Lab SugarCRM (Assignment‐2)
+ Lab: SugarCRM (Assignment‐3)
Week‐4
CRM and data management, technology and data platforms, database and customer data
development
Sources: [1] Ch. 4; [2] Ch. 5, Ch. 6, Ch. 7
Customer Portofolio Management (CPM) (Quiz‐1)
Week‐5
Definition of CPM, basic disciplines for CPM, market segmentation, sales forecasting, CPM tools
Sources: [1] Ch. 5
Week‐6 Creating value for customers
Understanding value, sources of customer value, value from products, service, processes,
people, customer communication and channels
Sources: [1] Ch. 7; [2] Ch. 3, Ch. 4
Group Discussion: Case Study CRM Implementation – Prima Cipta (Assignment‐4) + Star
Week‐7
Schema (Assignment‐5)
MID‐TERM EXAM
Week‐8‐9
Conduct an exam which covers all the topics from week‐1 until week‐7
Managing the customer lifecycle: customer acquisition, retention and development
Customer value estimates, prospecting, key performance indicators (KPI) of customer
Week‐10 acquisition programmes, strategis for customer retention, KPI of customer retention
programmes
Sources: [1] Ch. 8, Ch. 9
Information Technology for CRM + CRM Component (Assignment‐6)
Week‐11 Origins of CRM technology, the CRM ecosystem, solutions, analytics and architecture,
multichannel CRM, mobile and wireless solutions
Sources: [1] Ch. 13; [2] Ch. 6
Week‐12
(27 April 2015)
Guest Lecture: CRM Implementation in an Organization (Assignment‐7)
Sales‐force and marketing automation
Week‐13 Definition of SFA, marketing and service automation, SFA adoption, how SFA changes sales
performance, software applications for marketing
Sources: [1] Ch. 14,15; [2] Ch. 9
Week‐14
Jawaban UTS + Materi setelah Mid (Assignment‐8)
Service automation and organizational roles
Week‐15
Definition of service automation and its benefits, explain organizational roles in using CRM
Sources: [1] Ch. 16, 17, [2] Ch. 12
Group Discussion: Case Study Akhir (Assignment‐9) + (Quiz‐2)
Week‐16
The importance of the level of product availability, factors affecting optimal level of product
availability, managerial levers to improve supply chain profitability.
FINAL EXAM
Week‐17‐18
Conduct an exam which covers all the topics (tentative)