K-MOOC

주차

주차명

(주제)

주차별 학습 목표

차시

차시명

강좌운영방법

학습내용

수업방법

평가방법

학습자료

1

Chapter 1 Overview of customer relationship management

(CRM) concept

Explain definitions and identify main components and functions ofcustomer relationship management

Analyze the relationship between relationship marketing concept andcustomer relationship concept

Analyze how each major marketing concept related to the concept ofCRM

1-1

Definitions, components, and main functions of customerrelationship management

Video

(30m)

과제,토론

PPT,PDF

1-2

Relationship marketing concept and customer relationship managementconcept

Video

(30m)

1-3

Major marketing concepts and their relationship with CRMconcept

Video

(1h)

2

Chapter 1 Overview of customer relationship management

(CRM) concept (cont’d)

Explain different types and forms of CRM

Apply to concept of CRM in establishing a customer-centricorganization

Analyze needs for and advantages of CRM

2-1

Types of CRM

Video

(30m)

과제,토론

PPT,PDF

2-2

Different forms of CRM

Video

(30m)

2-3

CRM as an approach for being a customer-centricorganization

Video

(45m)

2-4

Needs for and advantages of CRM

Video

(15m)

3

Chapter 2 Understanding customers in hospitality industry

Identify the customers in hospitality industry

Explain characteristics of each type of customers in hospitalityindustry

3-1

Customers in hospitality industry and their behavior

Video

(1h)

과제,토론

PPT,PDF

3-2

Classification of customers in hospitality industry

Video

(1h)

4

Chapter 2 Understanding customers in hospitality industry (cont’d)

Analyze how each determinant can have an influence on customerbehavior

Explain the customer purchasing decision-making process

4-1

Determinants influencing customer behavior

Video

(1.15h)

과제,토론

PPT,PDF

4-2

Customer purchasing decision-making process

Video

(45m)

5

Chapter 3 Understanding relationships

Explain definition of relationship

Explain how relationship can change overtime

Explain levels of relationship and how to build relationship ateach level

Apply IDIC model in customer relationship building

5-1

Definitions of relationship

Video

(20m)

과제,토론

PPT,PDF

5-2

Change of relationship

Video

(30m)

5-3

Levels of relationship and relationship building

Video

(30m)

5-4

IDIC Model for relationship building

Video

(40m)

6

Chapter 3 Understanding relationships (cont’d)

Explain how to create high quality relationship withcustomers

Analyze why the hospitality business wan to have good relationshipwith customers and vice versa

Apply the concept of satisfaction-profit chain in customerrelationship managemt

6-1

Relationship quality

Video

(45m)

과제,토론

PPT,PDF

6-2

Why the hospitality business want relationship withcustomers

Video

(30m)

6-3

Why customers want relationship with hospitalitybusiness

Video

(15m)

6-4

The satisfaction-profit chain

Video

(30m)

7

Chapter 4 Creating value for customers

Explain definition of value

Explain how companies can compete to create value forcustomers

Apply suitable value proposition approach in customer relationshipmanagement

Apply the concept of customization in customer relationshipmanagement

7-1

Definition of value

Video

(1h)

과제,퀴즈

PPT,PDF

7-2

How companies compete to create value for customers

Video

(15m)

7-3

Value proposition

Video

(30m)

7-4

Customization

Video

(15m)

8

Midterm examination

9

Chapter 5 Value creation and proposition through marketingvariables

Explain strategies to create and deliver value from variousmarketing variables

9-1

Definitions of relationship

Video

(1h)

과제,토론

PPT,PDF

9-2

Change of relationship

Video

(1h)

10

Chapter 5 Value creation and proposition through marketingvariables (cont’d)

Explain strategies to create and deliver value from variousmarketing variables

10-1

Creating and delivering value from process

Video

(20m)

과제,토론

PPT,PDF

10-2

Creating and delivering value from people

Video

(20m)

10-3

Creating and delivering value from physical evidence

Video

(30m)

10-4

Creating and delivering value from customercommunication

Video

(30m)

10-5

Creating and delivering value from channels

Video

(20m)

11

Chapter 6 Managing the customer life cycle: Customeracquisition

Explain customer life cycle

Explain the importance of customer acquisition

Identify different types of new customers

Apply different approaches of customer acquisition in hospitalitybusinesses

11-1

Customer life cycle

Video

(15m)

과제,토론

PPT,PDF

11-2

The importance of customer acquisition

Video

(15m)

11-3

Who is a new customer?

Video

(15m)

11-4

Approaches for customer acquisition

Video

(1.15h)

12

Chapter 6 Managing the customer life cycle: Customeracquisition

(cont’d)

Identify recent innovations in new customer acquisition

Explain approaches to convert customers

Identify and explain key performance indicators for customeracquisition activities

12-1

Recent innovations in new customer acquisiton

Video

(1h)

과제,토론

PPT,PDF

12-2

Converting customers

Video

(30m)

12-3

Key performance indicators for customer acquisitionactivities

Video

(30m)

13

Chapter 7 Managing the customer life cycle: Customer developmentand retention

Explain and apply concepts and approaches in customer developmentand customer retention

13-1

Customer development

Video

(1h)

과제,토론

PPT,PDF

13-2

Customer retention

Video

(1h)

14

Chapter 8 Managing the customer life cycle: Customertermination

Explain and apply concepts and approaches in customertermination

14-1

Customer termination

Video

(1.30h)

과제,퀴즈

PPT,PDF

15

Final examination