글
수업계획서
(2006학년도 1학기)
| 교과목명 | 고객관계관리기법 | 학점 | 3학점 | 교수명 | 신택수 | |||||||||||||||
| 강의시간 | 강의(3) 실험(0) |
소속 | 경영정보학 | |||||||||||||||||
| 학정번호 | MIS4013-01 | 수강대상 | 3,4학년 | 연락처 | 033-760-2335 | |||||||||||||||
| 과목종별 | 전선 | 선수과목 | tsshin@yonsei.ac.kr | |||||||||||||||||
| 수업 목표 및 개요 |
Customer Relationship Management (CRM) plays an important role in today business - sales, marketing, and customer support. For companies large and small, the most important real asset with measurable long-term value is loyal, one-to-one customer relationships. It costs the companies more to get a new customer than to retain an existing one. Furthermore, it is far easier to sell a new product to an existing customer than it is to a new customer. Those who successfully gather, analyze, understand, and act upon the customer information are among the winners in this new information age. The aim of the course is (1) to provide advanced knowledge of the concept of CRM with the application of business and (2) dealing with the possibilities that business can provide for concepts such as data mining and other techniques to retain customers. This course covers concepts fundamental to understanding data mining applications for CRM. |
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| 참고문헌 | - 최정환, 이유재, 죽은 CRM, 살아있는 CRM, ㈜한언, 2001. -Dyche, J. 저, 박장호 역, The CRM Handbook: A Business Guide to Customer Relationship Management, 야스미디어, 2003. -William G. Zikmund, Raymond McLeod, Jr., and Faye W. Gilbert, Customer Relationship Management Integrating Marketing Strategy and Information Technology, John Wiley & Sons, Inc., 2003. -Greenberg, P., CRM at the Speed of Light, McGraw Hill, 3rd edition, 2004. -Berson, A., Smith, S., and Thearling, K., Building Data Mining Applications for CRM, McGraw-Hill, 2000. -Berson, A., Smith, S., and Thearling, K.(저), Entrue Consulting CRM그룹(역), CRM을 위한 데이터마이닝, 대청미디어, 2000. |
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| 수업방식 | - 이론강의 - 실습 - 사례분석 |
성적 평가 방법 |
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| 주간 | 강의일 | 내용요약 | 주교재 및 참고문헌 | 비고 |
|---|---|---|---|---|
|
제
1 주 3/2 ┃ 3/3 |
3/2 | Course Overview – CRM introduction | Zikmund(Ch.1), Choi&Lee(Ch.3) |
3/2 입학식,개강 |
|
제
2 주 3/6 ┃ 3/10 |
3/9 | CRM in E-Business | Dyche(Ch.5), Choi&Lee(Ch.5) |
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|
제
3 주 3/13 ┃ 3/17 |
3/16 | Understanding Customer Differences | Zikmund(Ch.2), Choi&Lee(Ch.1) |
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|
제
4 주 3/20 ┃ 3/24 |
3/23 | CRM Strategy and Architecture | Zikmund(Ch.3), Choi&Lee(Ch.16) | |
|
제
5 주 3/27 ┃ 3/31 |
3/30 | Collaborative CRM or PRM | Greenberg(Ch.6) Dyche(Ch.5) |
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|
제
6 주 4/3 ┃ 4/7 |
4/6 | Customer Acquisition and Loyalty | Zikmund(Ch.5), Dyche(Ch.1), Choi&Lee(Ch.2,7) |
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|
제
7 주 4/10 ┃ 4/14 |
4/13 | Customer Retention and Profitability | Zikmund(Ch.6), Choi&Lee(Ch.8,9,10) |
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|
제
8 주 4/17 ┃ 4/21 |
4/20 | Sales Force Automation and Automated Customer Service Centers | Zikmund(Ch.8), Dyche(Ch.3,4), Choi&Lee(Ch.14) |
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|
제
9 주 4/24 ┃ 4/28 |
4/27 | Mid-term Exam | ||
|
제
10 주 5/1 ┃ 5/5 |
5/4 | Analytic CRM | Dyche(Ch.6), Choi&Lee(Ch.17) |
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|
제
11 주 5/8 ┃ 5/12 |
5/11 | Data Mining Applications in CRM: Theory and Case studies |
Berry&Linoff(Ch.4), Choi&Lee(Ch.17), Zikmund(Ch.9) |
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|
제
12 주 5/15 ┃ 5/19 |
5/18 | Data Mining Applications in CRM: Exercise using DM tools |
Berry&Linoff(Ch.4), Choi&Lee(Ch.17), Zikmund(Ch.9) |
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|
제
13 주 5/22 ┃ 5/26 |
5/25 | Measuring Customer Satisfaction and Loyalty | Zikmund(Ch.10) | |
|
제
14 주 5/29 ┃ 6/2 |
6/1 | Projects Management for CRM | Zikmund(Ch.11), Dyche(Ch.7,8,9), Choi&Lee(Ch.4,9) |
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|
제
15 주 6/5 ┃ 6/9 |
6/8 | Term Project Presentation (Final Report) | ||
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제
16 주 6/12 ┃ 6/16 |
6/15 | Final term Exam | ||
|
제
17 주 6/19 ┃ 6/21 |
