Program Overview

Course - Customer Relationship Management: Strategies and Technology

Course Details

The course "Customer Relationship Management: Strategies and Technology" is offered at the Norwegian University of Science and Technology (NTNU).

• Credits: 7.5
• Level: Second degree level
• Language of instruction: English
• Location: élesund

About the Course

Course Content

The course covers the following topics:

• Understanding, creating, and delivering customer value in global business markets
• Relationship marketing & CRM
• Marketing, sales, and service automation
• Managing and measuring the customer lifecycle (acquisition, retention, etc.)
• Customer data management
• Measurements of customer preferences

Learning Outcome

The learning outcomes of the course are categorized into three areas:

• Knowledge:
  • Be competent in the field's terminology
  • Have in-depth competence in relationship marketing, customer values, and customer markets
  • Have advanced knowledge of strategic, analytic, and operational CRM
• Skills:
  • Be able to communicate problems, issues, and analyses in the field, and draw conclusions
  • Know how to use various tools when analyzing customer values
• General Competence:
  • Have in-depth knowledge about attitudes and drivers of customer value and relationships
  • Ability to contribute to an innovative and profitable further development of the customer value proposition

Learning Methods and Activities

The course combines multimedia, lectures, case studies, discussions, presentations, and guest lectures. Active participation in classes is strongly recommended.

Further on Evaluation

Students are entitled to re-sit only the part of the examination in which they have had legitimate reasons for an absence or have failed. A re-sit examination will take place only during the designated period for re-sit examinations. To be awarded a grade, both exams must be passed.

Specific Conditions

Admission to a programme of study is required, including:

• Economics and Business Administration (ÄAMSC)
• Financial Economics (MFINÄK)
• International Business and Marketing (860MIB)
• NTNU School of Entrepreneurship (MIENTRE)

Required Previous Knowledge

As specified by the study programme.

Course Materials

• Required Book: "Customer Relationship Management: Concepts and Technologies" by Buttle, Francis, and Maklan, Stan; Routledge; 3 edition (April 8, 2015); ISBN-13:
• Selected articles

Credit Reductions

The course has academic overlap with other courses. If overlapping courses are taken, a credit reduction will be applied to the course with the lowest grade. If the grades are the same, the reduction will be applied to the course completed most recently.

Subject Areas

• Economics and Administration

Timetable

The timetable for the course is available in calendar view and list view, with options to download an .ics file or iCal.

Examination

Information about examinations at NTNU is available, including details on re-sitting exams and grade requirements.