N3630A 教學大綱表

教學大綱表 (102學年度第2學期)

請遵守智慧財產權，勿使用非法影印教科書，避免觸法。

課程名稱 Course Title	(中文) 顧客關係管理 (英文) Customer Relationship Management			開課單位 Departments	資訊經營研究所
				課程代碼 Course No.	N3630A
授課教師 Instructor	陳煇煌
學分數 Credit	3.0	必/選修 core required/optional	選修	開課年級 Level	研究所
先修科目或先備能力(Course Pre-requisites)：
課程概述與目標(Course Overview and Goals)：在現今網際網路的時代，企業的競爭愈來愈激烈，企業電子化使得企業在資訊的蒐集與運用方面都加快了腳步，其中顧客是企業獲利的致勝關鍵，企業與顧客之間的關係維繫與密切的互動，成為企業營運的核心課題。本課程即要讓學生瞭解顧客關係管理在企業中扮演的角色，以及顧客關係管理的相關理論探討。
教科書(Textbook)	V. Kumar and Werner Reinartz, 'Customer Relationship Management – Concept, Strategy, and Tools', 2nd edition, © Springer-Verlag Berlin Heidelberg 2012 (Published October 2012)
參考教材(Reference)	Kyle Lacy, Stephanie Diamond, & Jon Ferrara, 'Social CRM for Dummies,' John Wiley & Sons, 2013

課程大綱 Syllabus			學生學習目標 Learning Objectives	單元學習活動 Learning Activities	學習成效評量 Evaluation	備註 Notes
序 No.	單元主題 Unit topic	內容綱要 Content summary	學生學習目標 Learning Objectives	單元學習活動 Learning Activities	學習成效評量 Evaluation	備註 Notes
1	Overview & Strategic Customer Relationship Management Today	1. 本學期課程介紹與進行方式說明 2. Strategic Customer Relationship Management Today	1. 本學期課程介紹與進行方式說明 2. Overview of the Strategic Customer Relationship Management Today	講授閱讀討論	作業	Chapter 1 of the Reference book
2	Relationship Marketing and the Concept of Customer Value	1. Relationship Marketing 2. the Concept of Customer Value	1. Relationship Marketing 2. the Concept of Customer Value	講授閱讀討論	作業	Chapter 2 of Reference book
3	Strategic CRM	Strategic CRM	Strategic CRM	講授	作業	Chapter 3 of Reference book
4	Implementing the CRM Strategy	Implementing the CRM Strategy with a case study	Implementing the CRM Strategy	講授個案研究閱讀討論	報告	Chapter 4 of Refernce book
5	Customer Analytics Part I	Customer Analytics Part I	Customer Analytics Part I	講授閱讀討論	作業	Chapter 5 of Reference book
6	Customer Analytics Part II	Customer Analytics Part II	Customer Analytics Part II	講授閱讀討論	作業	Chapter 6 of Reference book
7	Data Mining	Data Mining	Data Mining	講授閱讀討論	作業	Chapter 7 of Reference book
8	Using Databases and Software Tools and Dashboards	1. Using Databases 2. Software Tools and Dashboards	1. Using Databases 2. Software Tools and Dashboards	講授閱讀討論	作業	Chapter 8 of Reference book
9	期中報告	Chapters 1~8 of Reference book	等同期中考	心得發表	報告	分組期中報告
10	Loyalty Programs: Design and Effectiveness	Loyalty Programs: Design and Effectiveness	Loyalty Programs: Design and Effectiveness	講授閱讀討論	作業	Chapter 9 of Reference book
11	Campaign Management	Campaign Management	Campaign Management	講授閱讀討論	作業	Chapter 10 of Reference book
12	Impact of CRM on Marketing Channels	Impact of CRM on Marketing Channels	Impact of CRM on Marketing Channels	講授閱讀討論	作業	Chapter 11 of Reference book
13	CRM Issues in the B2B Context and Customer Privacy Concerns and Privacy Protective Responses	1. Customer Relationship Management Issues in the Business-To-Business Context 2. Customer Privacy Concerns and Privacy Protective Responses	1. Customer Relationship Management Issues in the Business-To-Business Context 2. Customer Privacy Concerns and Privacy Protective Responses	講授閱讀討論	作業	Chapter 12 of Reference book
14	Applications of CRM in B2B and B2C Scenarios (Part I)	Applications of CRM in B2B and B2C Scenarios (Part I)	Applications of CRM in B2B and B2C Scenarios (Part I)	講授閱讀討論	作業	Chapter 13 of Reference book
15	Applications of CRM in B2B and B2C Scenarios (Part II)	Applications of CRM in B2B and B2C Scenarios (Part II)	Applications of CRM in B2B and B2C Scenarios (Part II)	講授閱讀討論	作業	Chapter 14 of Reference book
16	Future of CRM	Future of CRM	Future of CRM	講授閱讀討論	作業	Chapter 15 of Reference book
17	期末報告 - 1	Chapters 9~14 of Reference book	等同期末考	心得發表	報告	分組期末報告
18	期末報告 - 2	Chapters 15~20 of Reference book	等同期末考	心得發表	報告	分組期末報告

教學要點概述：
1.自編教材 Handout by Instructor：
□ 1-1.簡報 Slids
□ 1-2.影音教材 Videos
□ 1-3.教具 Teaching Aids
□ 1-4.教科書 Textbook
□ 1-5.其他 Other
□ 2.自編評量工具/量表 Educational Assessment
□ 3.教科書作者提供 Textbook

成績考核 Performance Evaluation：

教學資源(Teaching Resources)：
□ 教材電子檔(Soft Copy of the Handout or the Textbook)
□ 課程網站(Website)
課程網站(Website)：http://elearn.ttu.edu.tw/
扣考規定：http://eboard.ttu.edu.tw/ttuwebpost/showcontent-news.php?id=504