基本素養 Basic Literacy

倫理道德觀與社會責任
學生應具備良好倫理道德觀與正確之社會責任觀
Ethic & Social Responsibility
Students should possess ethic and social responsibility.
國際觀
學生應具備良好的國際觀
Global Awareness
Students should possess a global perspective.

核心能力 Competence

口語表達/ 簡報能力
學生應具備良好之口語表達及簡報能力
Oral Communication/ Presentation
Students should be able to communicate effectively verbally and in presentation.
寫作能力
學生應具備良好之寫作能力
Written Communication
Students should be able to communicate effectively in writing.
創新能力
學生應具備創造及創新之能力
Creativity and Innovation
Students should demonstrate creativity and innovation skills.
解決問題能力
學生應具備解決問題之能力
Problem Solving Skills
Students should be able to solve strategic problems.
分析能力
學生應具備良好的分析能力
Analytical Skills
Students should demonstrate analytical skills.
領導能力
學生應具備良好領導能力
Leadership
Students should demonstrate leadership skills demanded of a person in authority.
批判能力
學生應具備良好的批判能力
Critical Thinking
Students should possess critical thinking skills.
專業技能
學生應具備良好的專業態度與技能
Values, Skills & Professionalism
Students should possess the necessary skills and values demanded of a true professional.
資訊科技能力
學生應具備資訊科技能力
Information Technology
Students should possess information technology skills.
管理能力
學生應具備良好的管理能力
Management Skills
Students should possess management skills.

課程概述 Course Description

顧客關係管理(CRM)課程幫助MBA學生學習與研究實踐服務創新,學生將學習CRM概念、技能和行為(含顧客價值、關係質量、顧客區隔、忠誠度、線上服務品質、線上口碑、社交網絡等)。CRM 的本質在通過 IT 系統的協調機制將業務流程、營銷和服務重點在顧客關係維護上,從而實現長期客戶價值的最大化。並將CRM 和數據庫營銷及衡量客戶價值的各種指標,提供客戶關係盈利管理所有必要步驟,顧客區隔為營銷決策,說明客戶生命週期價值指標管理及忠誠度計劃與營銷活動和通路管理領域的CRM 實施策略。
This course offers a comprehensive treatment of Customer Relationship Management (CRM) and database marketing, the approach to strategic CRM, implementing the CRM strategy and the various metrics to measure customer value. It provides all the necessary steps in managing profitable customer relationships, to develop an understanding of customer segmentation and as the guiding concept for marketing decisions, and illustrates the importance of the customer lifetime value metric as the guiding concept for profitable customer management. It also analyzes the implementation of CRM strategies in the areas of loyalty programs, marketing campaigns, and channel management. The nature of CRM aims to maximize customer value in the long term, by focusing business processes, marketing and customer service on client relationship maintenance, through the coordinating agency of an IT system. This course was specifically designed to help student learn the several behaviors recommended by researchers (e.g. Kumar et al.) and also to practice CRM innovation. On the other hand, students will learn CRM concepts, skills, and behaviors (e.g. the customer value, relationship quality, e-SQ, e-WOM, loyalty, social networking, etc.) that will prepare student for a long and successful business career in the future.

課程學習目標 Course Objectives

  • Customer segmentation and IT system
  • Marketing and customer service on client relationship maintenance
  • CRM research
  • 課程進度 Progress Description

    進度說明 Progress Description
    1Introduction
    2Enterprises and CRM CRM, database marketing, and customer value
    3CRM industry landscape Strategic CRM
    4Implementing the CRM strategy
    5Customer Analytics I
    6Customer Analytics II
    7Loyalty programs: Design and effectiveness
    8Campaign management Impact of CRM on MKT channels
    9Customer Privacy Concerns and Privacy Protective Responses CRM issues in the B2B &B2C context
    10Mid-exam
    11Application of CRM in the B2B &B2C scenarios I Application of CRM in the B2B &B2C scenarios II
    12Future of CRM
    13Integrating of SOM and K-Mean in Data Mining Clustering: An Empirical Study of CRM and Profitability Evaluation
    14CRM relational information processes on customer-based performance, Decision Support Systems, 66(2), 146-159, 2014
    15The effects of consumption values and relational benefits on smartphone brand switching behavior
    16Consumer psychological reactance to coalition loyalty program: Price-consciousness as a moderator
    17Effects of the consumer socialization process on content sharing on SNSs: Social comparison and anticipated emotions as moderators
    18Final Exam
     以上每週進度教師可依上課情況做適度調整。The schedule may be subject to change.

    有關課程其他調查 Other Surveys of Courses

    1.本課程是否規劃業界教師參與教學或演講? 否
    Is there any industry specialist invited in this course? How many times? No
    2.本課程是否規劃含校外實習(並非參訪)? 否
    Are there any internships involved in the course? How many hours? No
    3.本課程是否可歸認為學術倫理課程? 否
    Is this course recognized as an academic ethics course? In the course how many hours are regarding academic ethics topics? No
    4.本課程是否屬進入社區實踐課程? 否
    Is this course recognized as a Community engagement and Service learning course? Which community will be engaged? No