Syllabus

1. Programme information
1.1. Institution THE BUCHAREST UNIVERSITY OF ECONOMIC STUDIES
1.2. Faculty Marketing
1.3. Departments Department of Marketing
1.4. Field of study Marketing

1.5. Cycle of studies Master Studies

1.6. Education type Full-time

1.7. Study programme Customer Relationship Management

1.8. Language of study English

1.9. Academic year 2019-2020

2. Information on the discipline

2.1. Name Online Consumer Relationship Management

2.2. Code 19.0157IF1.2-0001

2.3. Year of study 1 2.4. Semester 2 2.5. Type of Exam 2.6. Status of O 2.7. Number of 8
assessment the discipline ECTS credits

2.8. Leaders C(C) conf.univ.dr. ACATRINEI Carmen carmen.acatrinei@mk.ase.ro

S(S) conf.univ.dr. ACATRINEI Carmen carmen.acatrinei@mk.ase.ro

3. Estimated Total Time

3.1. Number of weeks 14.00
3.2. Number of hours per week 4.00 of which
C(C) 2.00
S(S) 2.00
3.3. Total hours from curriculum 56.00 of which
C(C) 28.00
S(S) 28.00
3.4. Total hours of study per semester (ECTS*25) 200.00
3.5. Total hours of individual study 144.00

Distribution of time for individual study

Study by the textbook, lecture notes, bibliography and student's own notes 40.00
Additional documentation in the library, on specialized online platforms and in the field 40.00
Preparation of seminars, labs, assignments, portfolios and essays 40.00
Tutorials
Examinations 4.00
Other activities 20.00

4. Prerequisites

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4.1. of curriculum Introduction in Strategic customer relationship management
4.2. of competences

5. Conditions
for the C(C) Room with computer, videoprojector and internet access.
for the S(S) Room with computer, videoprojector and internet access.

6. Acquired specific competences

C2
C3

7. Objectives of the discipline

7.1. General objective The course aims to get students more familiar with the conceptual elements of online customer relationship
management and to improve their abilities to employ its specific tools.
7.2. Specific objectives

8. Contents

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 Recommendations for
8.1. C(C) Teaching/Work methods
students
1 1. Conceptual delimitations: CRM vs. eCRM Presentation and
discussions
2 2. Objectives and advantages of using eCRM Presentation and
discussions
3 3. eCRM principles and business drivers of eCRM strategy Presentation and
discussions
4 4. The Six “E”s of eCRM Presentation and
discussions
5 5. Areas of eCRM Presentation and
discussions
6 6. Process and benefits of eCRM Presentation and
discussions
7 7. Online marketing tools used in customer relationship management Presentation and
discussions
8 8. Marketing funnel Presentation and
discussions
9 9. Online marketing tools used in the awareness stage of the marketing funnel Presentation and
discussions
10 10. Online marketing tools used in the consideration stage of the marketing funnel Presentation and
discussions
11 11. Online marketing tools used in the sales stage of the marketing funnel Presentation and
discussions
12 12. Online marketing tools used in the loyalty stage of the marketing funnel Presentation and
discussions
13 13. Online marketing tools used in the advocacy stage of the marketing funnel Presentation and
discussions
14 14. Top KPIs Presentation and
discussions

Bibliography
- Acatrinei Carmen, Online Customer Relationship Management - Note de curs 2019, -, -, -, 2019, România

- Peelen Ed, Customer relationship management,, Prentice Hall, London, 2005, Marea Britanie

- Buttle F., Customer relationship management. Concepts and technologies, Elsevier, Amsterdam, 2010, Olanda

- Payne A., Handbook of CRM. Achieving excellence in customer management, Elsevier, Amsterdam, 2008, Olanda

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 Recommendations for
8.2. S(S) Teaching/Work methods
students
1 1. Introduction in eCRM Presentation and
discussions
2 2. Identification of the sales steps Presentation and
discussions
3 3. Presentation of the MiniCRM platform Online demonstration and
discussions
4 4. Setting the company profile, staff profile and opportunities in the eCRM Online demonstration and
platform discussions
5 5. Establish the sales steps in the eCRM platform Online demonstration and
discussions
6 6. Processes vs. actions in the eCRM platform Online demonstration and
discussions
7 7. Establishing top KPIs in the eCRM platform Online demonstration and
discussions

Bibliography
- MiniCRM Inc., www.MiniCRM.ro, -, -, Budapesta, 2019, www.minicrm.ro, Ungaria

9. Corroboration of the contents of the discipline with the expectations of the representatives of the epistemic community, of
the professional associations and representative employers in the field associated with the programme
The "Online Customer Relationship Management" course is provided to the Master students of the Faculty of Marketing with the participation of
the organizations interested to contribute with information (under the forms of the cases studies and input data for projects and applicative works)
and logistic (through the lectures and presentations delivered by the specialists in the fields of CRM and eCRM.

10. Assessment
Percentage in
Type of activity Assessment criteria Assessment methods
the final grade
10.1. S(S) The quality of the discipline-related team Team project on designing and realizing 30.00
project. an eCRM setup for a company at
choice.
10.2. S(S) The quality of the discipline-related individual Individual project on designing a direct 15.00
project. e-mail campaign and a newsletter.
10.3. Final assessment Assimilation of the specific knowledge 55.00
delivered through lectures, presentations and
conferences.
10.4. Modality of grading Whole notes 1-10
10.5. Minimum standard of The student obtains at least 45 points.
performance

Date of listing, Signature of the discipline leaders,

06/22/2020

Date of approval in the Signature of the Department Director,

department

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