CUSTOMER RELATIONSHIP MANAGEMENT IN GLOBAL MARKET

오늘날의 기업은 다양해진 고객의 요구와 치열한 기업간 경쟁으로 말미암아 표준화된 제품과 서비스, 가격에 의존한 시장 전략으로는 수익성을 유지하기가 어려워지고 있다. 따라서 기업들은 신규 우량 고객의 확보와 기존 고객의 평생 고객화를 통한 수익성의 제고를 목표로 다양한 마케팅 활동을 수행하고 있다. 본 과목은 고객 관계 구축을 위한 다양한 전략과 이를 수행할 수 있는 분석 툴로써 데이터마이닝 기법을 학습하는 것을 목적으로 한다. 특히 시공간의 제약이 없고 효율적인 고객관계구축을 위한 쌍방향 커뮤니케이션을 저렴하고 신속하게 제공하는 인터넷의 발전은 고객의 폭을 세계로 넓혀주는 기회를 제공하였다. 이는 인터넷 기반의 전자무역에서 고객관계관리의 활용성이 높아지고 있음을 보여준다. 따라서 본 과목은 전자무역 환경을 고려한 고객관리의 기본전략, 실천방안 및 도구에 대해서 학습한다.

After successfully completing this course, a student should: 1) Understand the fundamentals of CRM, which include: a) customer behavior, relationship marketing, customer satisfaction, loyalty, customer defection; b) key concepts, such as Sales Management, Closed Loop Marketing, Drip Marketing; c) CRM impact on sales and marketing strategies; d) data, information and technology; e) privacy, ethics: consumer and organization privacy concerns; f) ways unsatisfied customers may use Internet to bring disrepute to company brand and products; g) ways companies may use Technology including Internet to support corporate CRM strategy; h) The role of CRM in managing customers as critical assets; i) The role of Business Intelligence in CRM; 2) Recognize the basic technological infrastructure and organizations involved in current and emerging CRM practices.

You are expected to read the assigned reading material, work diligently toward the completion of assignments, attend sessions regularly and participate in all discussions, presentations, and activities constructively. In addition, you are expected to show respect, collegiality, and good citizenship toward others in the class. The material discussed each day will be invaluable for assignments and exercises, and this information is not as valuable second hand. By skipping class, you may also risk losing points on an exam due to missing key information, or you may miss a session during which the professor modifies the due date or deletes an assignment. To ensure a positive learning experience and your productivity in this course, you are expected to show up at each class meeting throughout the whole semester. No matter whether your excuses are legitimate or not, the maximum number of absences permitted in the semester is 3. If you have more than 3 absences (based on the collected data) in this class, your semester course grade will be F. Except emergencies, any class absence due to critical reasons must be pre/post-approved by the instructor at least 24 hours in advance/later. Such approval may be easily obtained by sending e-mails to the instructor.