Customer Management (SS 2018)
|Tuesday||10:00- 12:00||weekly||05.06.2018- 17.07.2018||Juridicum, JUR 2|
|Wednesday||14:00- 16:00||weekly||06.06.2018- 18.07.2018||Juridicum, JUR 2|
Contact person: Michael Zylla, M.Sc.
The course takes part in the 2nd term. First lecture: June 05th, 2018
The course is part of the specialization in Marketing.
Credits/ECTS points: PO BWL 2010 | 3 ECTS
Course grade: Final exam (100%) | The exam will take place in the regular examination period.
Please enroll yourself to the course on Learnweb (you need your ZIV-account to enroll). Announcements, lecture slides and any additional material will be published on Learnweb.
The password for all lecture materials will be displayed in our showcase at the MCM (Am Stadtgraben 13-15, 1. floor) in May and will also be given in the first lecture. Email and telephone enquiries regarding the password will not be answered.
The main objectives of this course are threefold. First, the concept of customer relationship management with a holistic view on managing a customer base builds the foundation. The major fields of managing customer acquisition, customer retention and customer reactivation are explained. Second, the customer lifecycle as a universal view on each individual customer is introduced. Each phase is thereby related to one of the core management activities. Finally, concepts and methods of a value-oriented customer management are introduced, explained and discussed.
- Dr. Mirja Kroschke (responsible)
- Stefanie Hornig (accompanying)