Lecturer: Gianluca Loparco  

Course name: Customer Relationship Management Systems
Course code: 503235
Degree course: Ingegneria Informatica
Disciplinary field of science: 0
The course relates to:
University credits: ECTS 6
Course website: n.d.

Specific course objectives

The course focuses on technical and functional characteristics of a Customer Relationphip Management (CRM) system, describing its operational, analytical and collaborative components from a business perspective. It will be illustrated the functional and application capabilities required for effective Marketing, Sales and Customer Serivices strategies and processes. Practical exercises and seminars will provide students with a basic understanding of the customization and development logic of a CRM application. Besides course lessons, students will learn how to conduct a CRM project through a business case to be agreed with the teacher.

Course programme

The course includes a series of theory and practical exercises for each training content.

Introduction to CRM functional components
First lessons will provide students with a basic understanding ot the main business and application capabilities of a CRM system.

Sales processes and supporting systems
The module describes the technical and functional components required to enable an effective sales force automation.

Customer Service processes and supporting systems
The module describes the technical and functional components required to enable an effective customer service.

Marketing processes and supporting systems
The module describes the technical and functional components required to enable an effective enterprise marketing automation.

Analytical CRM
The module describes the technical and functional components of an Analytical CRM system.

Course entry requirements

Business process analysis and basic knowledge of data bases.

Course structure and teaching

Lectures (hours/year in lecture theatre): 36
Practical class (hours/year in lecture theatre): 14
Practicals / Workshops (hours/year in lecture theatre): 0

Suggested reading materials

Bracchi G., Francalanci C, Motta G.. Sistemi informativi di impresa. Mc-GrawHill, 2010.

Greenberg P.. Customer Relationship Management. APOGEO, 2001.

Dychè J.. The CRM Handbook: a business guide to Customer Relationship management. Addison-Wesley Information Technology Series, 2001.

Khandpur N., Wevers J.. Sales Force Automation using web technologies. John Wiley & Sons, 1998.

Dawson K.. Call Center Handbook. Telecom Books, 1999.

Greenberg P.. CRM at the speed of light: Capturing and keeping customer in Internet Real Time. McGraw-Hill 2000.

Testing and exams

Students will be evaluated against a written test that will be performed at the end of the course, focusing on lessons contents, and a presentation of a project work to be carried out in groups during the semester. Although not strictly required, active participation during lessons, tutorials and group work is integral to passing the exam.