Modulhandbuch BA TO 1 Studinanfänger bis WS 2010/2011
Modulhandbuch BA TO 1 Studinanfänger bis WS 2010/2011
Modulhandbuch BA TO 1 Studinanfänger bis WS 2010/2011
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<strong>Modulhandbuch</strong> Tourismus-Management Seite 72<br />
S PEZIALISIERUNGSMODUL 7.5: K UNDEN- UND Q UALITÄTSMANAGEMENT<br />
Name der<br />
Lehrveranstaltung<br />
Lehrender<br />
Fachverantwortlicher<br />
Modul-Nr. 7.5.1<br />
Veranstaltungstyp<br />
Leistungspunkte<br />
Zeitlicher Umfang<br />
Semester<br />
Sprache<br />
Angebotsturnus<br />
Ziel<br />
Lehrveranstaltung<br />
der<br />
Allgemeine Angaben<br />
Customer Relationship Management<br />
Prof. Dr. Raija Seppälä-Esser<br />
Prof. Dr. Raija Seppälä-Esser<br />
SU<br />
6 ECTS<br />
4 S<strong>WS</strong><br />
Vertiefungsstudium<br />
Englisch<br />
Jedes Semester mit Ausnahme vorbestimmter Freisemester<br />
Beschreibung der Lehrveranstaltung<br />
Module Aims<br />
This module explores the importance of customer orientation in<br />
managing and marketing tourism companies and organizations. It<br />
presents methods for successful customer relationship management.<br />
Learning Outcomes<br />
On successful completion of this module the students will be able to:<br />
o understand the importance of Customer Relationship Management<br />
(CRM), its forms, and its applications<br />
o recognize the customer-centricity as a prerequisite for a CRM<br />
strategy<br />
o appreciate the importance of human resource management in<br />
customer-centric organizations<br />
o the importance of customer satisfaction and customer loyalty in the<br />
customer-company profit chain<br />
o understand the Customer Relationship Lifecycle and concepts related<br />
to it<br />
o have a basic knowledge of planning and implementing a CRMconcept<br />
in a tourism enterprise/organisation<br />
o be familiar with the basic features of a CRM software<br />
In addition, students will have<br />
o Improved communication skills (team work, presentation)<br />
o Improved analytical skills (analysing information, material synthesis)<br />
This module uses lectures, case studies, group work, homework<br />
assignments and presentations as methods of teaching/learning.<br />
Lehrinhalte • History and Development of CRM<br />
• Benefits of CRM<br />
• CRM as a Strategy and Customer Orientation<br />
• Components of Customer Centricity<br />
• Organization and CRM<br />
• Customer Relationship Cycle<br />
• Marketing Strategy and CRM<br />
• Managing Customer Data<br />
• Managing a CRM Implementation<br />
• Functional Areas of CRM within Organizations<br />
• Privacy and Ethics Considerations
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