Arab Academy for Science, Technology and Maritime Transport

Productivity and Quality Institute

Course Outline

Subject: Customer Relationship Management (CRM)

Course code: MK932
Instructor: Dr. Heba Sadek
Email: hebahassan@aast.edu
heba_sadek@yahoo.co.uk

Course overview
This course examines CRM as a strategic approach that integrates internal processes,
functions and external networks to create and deliver value to targeted customers at a
profit.

Course aim
This course aims to provide students with the knowledge of the fundamental
aspects of developing and managing customer relationships. Additionally, this
course helps students to organize and implement CRM in an enterprise in an
effective way.

Course objectives
 Develop an understanding about the origins of CRM.
 Examine the concept of CRM as a strategic approach.
 Identify the benefits delivered by CRM in our competitive business environment.
 Develop an insight into how the integration of the different levels of CRM could
enhance the achievement of marketing, sales and service objectives.
 Recognise and manage CRM processes effectively.
 Organize and implement CRM in an enterprise.

Required books
Payne, A 2005, Handbook of CRM: achieving excellence in customer management,1st
edn, Butterworth-Heinemann, USA.

Buttle, F 2009, Customer relationship management: concepts and technologies,2nd

edn, Butterworth-Heinemann, USA.

1
Teaching methods
The delivery of the course will include lectures using power point presentations
supported by practical examples from case studies and guided readings.

Topics to be covered
No. Topics
1 A strategic framework for CRM
1st CRM process: The strategy development process
2 2nd CRM process: The value creation process
3 The mid-term exam
3rd CRM process: The multi-channel integration process
4 4th CRM process: The information management process
5th CRM process: The performance assessment process
5 Organizing for CRM implementation
CRM Group project & presentation

Grading system
Mid-Term Exam 30%
Assignments & in class activities 20%
Attendance 10%
Group Project 40%
Total 100%

Best of luck