가. 국문
• Hospitality Industry 고객과의 장기적인 관계형성에 있어 CRM의 개념과 원칙을 이해하고 적용할 수 있습니다
• Hospitality Industry 고객의 행동을 이해할 수 있다.
• Hospitality Industry에서 경쟁력을 유지하기 위한 전략으로서 CRM의 중요성 분석할 수 있다.
• Hospitality Industry에서 고객에게 가치를 창출하고 제공하기 위한 CRM 전략을 계획하고 실행할 수 있다.
나. 영문
• Understand and apply the concepts and principles of CRM in developing long-term relationships with customers of the hospitality industry
• Understand the behaviour of the customers of the hospitality industry
• Analyse the significance of CRM as a strategy to remain competitive in the hospitality industry
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Week |
Topic |
Weekly Lecture Objective |
time |
Content |
Operation |
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|
Teaching method |
Evaluation method |
Learning materials |
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1 |
Chapter 1 Overview of customer relationship management (CRM) concept |
- Explain definitions and identify main components, functions, and major trends of customer relationship management - Analyze the relationship between relationship marketing concept and how each major marketing concept related to the concept of CRM |
1.1. |
Definitions, components, main functions, and major trend of customer relationship management |
Video (20 mins) |
Post-class review |
PPT slides |
|
|
1.2.
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Relationship marketing Major marketing concepts and their relationship with CRM concept
|
Video (20 mins) |
Post-class review |
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|
2 |
Chapter 1 Overview of customer relationship management (CRM) concept (cont’d) |
- Explain different types and forms of CRM - Apply the concept of CRM in establishing a customer-centric organization - Identify misunderstanding and analyze needs for and advantages of CRM |
2.1. |
Types and forms of CRM |
Video (15 mins) |
Post-class review |
PPT slides |
|
|
2.2. |
CRM as an approach for being a customer-centric organization |
Video (15 mins) |
Post-class review |
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2.3 |
Misunderstanding, Needs for and advantages of CRM |
Video (15 mins) |
Post-class review |
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|
3 |
Chapter 2 Understanding customers in hospitality industry |
- Explain the customer behavior in hospitality industry - Explain characteristics of each type of customers in hospitality industry |
3.1 |
Behavior of customers in hospitality business, |
Video (25 mins) |
Post-class review |
PPT slides |
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|
3.2 |
Classification of customers in hospitality industry
|
Video (25 mins) |
Post-class review |
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|
4 |
Chapter 2 Understanding customers in hospitality industry (cont’d) |
- Analyze how each determinant can have an influence on customer behavior - Explain the customer purchasing decision-making process |
4.1 |
Determinants influencing customer behavior |
Video (25 mins) |
Post-class review |
zPPT slides |
|
|
4.2 |
Customer purchasing decision-making process |
Video (25 mins) |
Post-class review |
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|
5 |
Chapter 3 Understanding relationships |
- Explain definition of relationship and how relationship can change overtime - Explain levels of relationship and how to build relationship at each level - Apply IDIC model in customer relationship building |
5.1 |
Definitions of relationship and changes of relationship |
Video (20 mins) |
Post-class review |
PPT slides |
|
|
5.2 |
Levels of relationship and relationship building |
Video (20 mins) |
Post-class review |
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|
5.3 |
IDIC Model for relationship building |
Video (20 mins) |
Post-class review |
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|
6 |
Chapter 3 Understanding relationships (cont’d) |
- Explain how to create high quality relationship with customers - Analyze why the hospitality businesses wan to have good relationship with customers and vice versa |
6.1 |
Relationship quality |
Video (20 mins) |
Post-class review |
PPT slides |
|
|
6.2
|
Why the hospitality businesses want relationship with customers and vice versa. |
Video (20 mins) |
Post-class review |
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6.3 |
The satisfaction-profit chain |
Video (15 mins) |
Post-class review |
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|
7 |
Chapter 4 Creating value for customers |
- Explain definition of value - Explain how companies can compete to create value for customers - Apply suitable value proposition approach and customization in customer relationship management
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7.1 |
Definition of value |
Video (20 mins) |
Quiz I |
PPT slides |
|
|
7.2 |
How companies compete to create value for customers |
Video (15 mins) |
Quiz I |
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7.3 |
Value proposition and customization |
Video (15 mins) |
Quiz I |
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8 |
Midterm examination |
Midterm examination |
8.1 |
Midterm examination |
KMOOC |
Midterm examination |
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9 |
Chapter 5 Value creation and proposition through marketing variables |
- Explain strategies to create and deliver value from various marketing variables |
9.1 |
Creating and delivering value from products |
Video (20 mins) |
Post-class review |
PPT slides |
|
|
9.2 |
Creating and delivering value from service |
Video (20 mins) |
Post-class review |
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|
10 |
Chapter 5 Value creation and proposition through marketing variables (cont’d) |
- Explain strategies to create and deliver value from various marketing variables |
10.1 |
Creating and delivering value from process and people |
Video (20 mins) |
Post-class review
|
PPT slides |
|
|
10.2 |
Creating and delivering value from physical evidence, customer communication and channels. |
Video (20 mins) |
Post-class review |
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11 |
Chapter 6 Managing the customer lifecycle: Customer acquisition
|
- Explain customer life cycle and significance of customer acquisition - Identify different types of new customers
|
11.1 |
Customer life cycle and significance of customer acquisition. |
Video (20 mins) |
Post-class review
|
PPT slides |
|
|
11.2 |
Who is a new customer? |
Video (20 mins) |
Post-class review |
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12 |
Chapter 6 Managing the customer lifecycle: Customer acquisition
|
- Identify recent innovations in new customer acquisition
- Apply different approaches of customer acquisition in hospitality businesses |
12.1 |
Recent innovations in new customer acquisition |
Video (15 mins) |
Post-class review |
PPT slides
|
|
|
12.2 |
Approaches for customer acquisition |
Video (20 mins) |
Post-class review |
|||||
|
13 |
Chapter 6 Managing the customer lifecycle: Customer acquisition (cont’d)
|
- Identify and explain key performance indicators for customer acquisition activities -Identify factors which need to be considered when conducting customer acquisition. |
13.1 |
Key performance indicators for customer acquisition activities |
Video (15 mins) |
Post-class review |
PPT slides
|
|
|
13.2 |
Factors to be considered for customer acquisition |
Video (20 mins) |
Post-class review |
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|
14 |
Chapter 7 Managing the customer lifecycle: Customer development, retention, and termination |
- Explain and apply concepts and approaches in customer development and customer retention - Explain and apply concepts and approaches in customer termination |
14.1 |
Customer development |
Video (20 mins) |
Quiz II
|
PPT slides
|
|
|
14.2 |
Customer retention |
Video (20 mins) |
Quiz II |
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|
14.3 |
Customer termination |
Video (15 mins) |
Quiz II |
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|
15 |
Final examination |
Final examination |
15.1 |
Final examination |
KMOOC |
Final examination |
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