Course Outline Template

WEEKLY LESSON PLANSSessionNo.1Specific LearningObjectives for the LessonCourse Description &ExpectationsDescribe the various typesof CRMUse of a CRM frameworkRecognise howrelationships change overtimeConcepts / Topics CoveredRequired ReadingIntroduction to CRM andunderstanding relationshipsReading : Main Text Chaps 1 & 2HandoutsArticle: ‘Companies and customerswho hate the them’Assessment of Learning(Formative / Summative)Oral questioning during classMid term and final quizInstructional Strategies Introduction to course (30minutes)Lecture and discussion15 minutes tea breakLecture and discussionSummary (15 minutes)Explain the concept of trustin the context ofrelationship buildingRecognise the need fororganisations to implementCRM2Compare the variousdimensions of customerloyaltyDescribe the process ofCRM implementationApply the CRM processeffectivelyRecognise the role ofanalytics in CRMPlanning and implementationof CRMReading : Main Text Chaps 3HandoutsOral questioning during classMid term and finalassessmentsLecture and discussion15 minutes tea breakLecture and discussionSummary (15 minutes)Apply CRM analytics inboth B2C and B2B contexts3

9Describe the customer lifecycleRecognise variouscustomer typesApplying a customerconversion modelSolve customer problemswith customer analyticsCRM project consultationManaging customer lifecycle:Customer acquisitionReading :Customer analytics Main Text Chap 8HandoutsArticles: ‘VW Price SensitivityMeter’Oral questioning during classFinal assessmentLecture and discussion15 minutes tea breakLecture and discussionDemonstrationSummary (15 minutes)10Describe the customer lifecycleCompare the variousmeasures of customerretentionExplain the benefits ofcustomer retentionManaging customer lifecycle:Customer retention anddevelopmentReading : Main Text Chap 9HandoutsOral questioning during classFinal assessmentLecture and discussion15 minutes tea breakLecture and discussionSummary (15 minutes)Compare the variousalternatives of customerretentionJudge the need for CRMimplementation11CRM project consultationExplain the benefits of abusiness networkDescribing theconstituencies in a networkIllustrate partners in valuecreationManaging networks forcustomer relationshipmanagementPartner relationshipmanagementReading :Oral questioning during classFinal assessmentsLecture and discussion15 minutes tea breakLecture and discussionSummary (15 minutes)Judging if internal Main Text Chap 106