Extent: 6 ECTS (162 h)
Timing: Semester 5 - 6
Level: Professional Specialisation Studies
Type: Compulsory for those chosen MAR2LF Global Customer Relationship Management and Communication as their specialisation
The student has successfully completed the GloBBA Basic and Joint Professional Studies. The course is part of the module of Global Customer Relationship Management and Communication.
Upon successful completion of the course, the student
- understands the important role of sales force in generating revenue
- knows the elements of a profitable customer portfolio
- identifies and assesses customer segments meriting relationship management
- understands the importance of customer value creation in business -to-business
- knows how to build long lasting and profitable key customer relationships
- has the skills needed in the core tasks of an Account manager
- is familiar with the customer relationship ICT systems and software
- has enhanced his/her skills in the area of HH3S competences (Orchestrator, Co-Doer).
- B-to-B market segmentation and customer profiling
- Assessment and identification of customer portfolios
- Customer value creation
- Methods of building profitable customer relationships
- Competitive strategies
- Account management as a profession
- Key customer relationship ICT systems and software and the benefits provided by them
Cooperation with the business community
Collaboration with international and global companies, real business based cases and development project.
International and global business approach to course themes and topics, contributions by multinational student groups and company collaboration.
Teaching and learning methods
Individual and team assignments
The assessment of one’s own learning 1 h
Recognition of prior leaning
Recognition of prior leaning (RPL) is observed on the course according to separate instructions.
Teachers with the main responsibility of the course
Hutt M. & Speh T. 2009. Business Marketing Management: B2B. Thomson South-Western.
Lynch, R. 2008. Strategic Management. Person Education.
Payne, A. 2006. Handbook of CRM. Achieving excellence in customer management.
|1 (Min. 40%
|3 (Min. 70%
|5 (Min. 90%
||The student has a fair understanding/ knowledge of the key tasks of an account manager. He/she has a basic knowledge how long lasting and profitable relationships are built.
||The student has a good understanding/ knowledge of the key tasks of an account manager. He/she has a good knowledge of how long lasting and profitable relationships are built.
||The student has an excellent understanding/ knowledge of the key tasks of an Account Manager. He/she has an excellent knowledge of the how to develop long lasting and profitable b-to-b key customer relationships.
||The student has basic skills to identify and assess which customer segments merit relationship.
||The student has good skills to identify and assess which customer segments merit relationship.
||The student has excellent skills to identify and assess which customer segments merit relationship. The student has very mature attitude in handling external and internal (customers) relationships.
||The student has only limited knowledge and skills to manage b-to-b customer relationships. He/she needs strong support and supervision in dealing with customers. The student shows poor service and sales orientation as required by the HH3S policy.
||The student is able to manage less demanding customer relationships and knows well when and where to get support. The student shows good service and sales orientation as required by the HH3S policy.
||The student is able to independently manage relatively important b-to-b customer relationships. The student shows excellent service and sales orientation as required by the HH3S policy.
Modes of assessment and their weights
Active participation 30%
The assessment of one's own learning does not influence the course grade. The assignment is the same for all courses/modules and the answers will also be used for course/module development. The assignment is completed on an E-form.