课程代码： 029212B                                     Course Code：029212B

课程名称：客户关系管理                                Course Name：CRM (bilingual)

学时：32                                                        Periods：32

学分：2                                                          Credits：2

考核方式：考查                                               Assessment：Evaluation

先修课程：管理学，市场营销                          Preparatory Courses：Management, Marketing

管理信息系统                                                                 MIS

《客户关系管理》是一门研究客户服务与管理的科学。在日益激烈的市场竞争环境下，了解你的客户并有效地与他们进行互动是企业生存的根本法则。客户关系管理的目标是使企业能够通过可靠的系统和流程更好地管理他们的客户。本课程的基本内容包含三大部分：客户关系管理基本理论介绍、客户关系管理软件介绍和客户关系管理实际操作。通过本课程的学习，学生能够从管理理念和技术应用两个角度了解客户关系管理的基本原理，利用客户关系管理的相关理论分析实际案例，并熟悉一个小型客户关系管理系统的基本操作。本课程也为学生继续学习以及今后在工作中解决实际客户关系管理问题打下了基础。

Customer Relationship Management is a science of customer service and customer management. In today's highly competitive business environment, knowing your customers well and effectively interacting with them is a mission-critical exercise. The purpose of Customer Relationship Management (CRM) is to enable organizations to better manage their customers through the introduction of reliable systems, processes for interacting with those Customers. This course includes three parts: the basic theory of customer relationship management, CRM software operation and CRM practical cases. On the completion of this course, students will be able to know the basic theory of CRM from both the perspective of management theory and the information technology application, analyze the actual industry cases using the CRM theory, and operate a small-scale CRM management system skillfully. This course also prepares students for their further study and their career of customer relationship management after graduation.