Objectives and competences
In this course students:
1. Enhance their theoretical knowledge in the field of customer relationship management solutios and digital marketing solutions and are able to apply it.
2. Gain the ability to apply their theoretical knowledge in practice in the customer relationship management solutions field and digital marketing solutions field.
3. Acquire approaches to select and implement customer relationship management solutions and digital marketing solutions.
4. Acquire advanced knowledge of basic theoretical approaches in the field of information systems
Content (Syllabus outline)
Course consists of following topics:
- Introduction of digital marketing solutions
- Selection of digital marketing solutions
- Implementation of digital marketing solutions
- Use and maintainance of digital marketing solutions
- Digital marketing solutions implementation cases
- Trends on area of digital marketing solutions
- Introduction to CRM solutions
- Business processes in CRM solutions
- Global and local vendors of CRM solutions
- CRM solutions for different size of company and industries
- Selection of CRM solutions
- Implementation of CRM solutions
- Use and maintainance of CRM solutions
- CRM implementation cases
- Integration of CRM solutions with other information solutions (ERP, SCM, HRM …)
- Artificial intelligence in digital marketing solutions
- CRM modul in SAP ERP solution
- Microsoft Dynamics CRM
- Trends on area of CRM solutions (SaaS CRM, social CRM …)
The course will provide a detailed presentation of the CRM solution (Microsoft Dynamics 365) and the digital marketing solution Odoo, which students will work on practically.
Seminar on functionalities and practical use of Microsoft Dynamics 365 (or related tools), Odoo, and specific tools for digital marketing.
Learning and teaching methods
- lectures;
- case analysis;
- discussion;
- programmed learning;
- practical exercises and assignments;
- project work
Intended learning outcomes - knowledge and understanding
Development of knowledge and understanding:
Students:
1. Acquire specific knowledge in the field of CRM solutions and digital marketing solutions
2. Have a detailed knowledge of theories in the field of Microsoft Dynamics CRM and SAP ERP – module CRM
3. Learn to recognise information interconnections in the field CRM solutions.
4. Develop the skills to interpret the gained results in the field of CRM solutions implementation.
5. Learn how to analyse and synthesise different approaches in the field of CRM solutions and digital marketing solutions implementation.
6. Are able to pursue further analysis regarding CRM solution and digital marketing solution implementation
7. Are qualified to control and supervise the implementation of CRM solutions and digital marketing solutions
8. Can demonstrate awareness of wider social and environmental ethical issues in areas of CRM solutions support implementation and digital marketing solutions.
Intended learning outcomes - transferable/key skills and other attributes
Cognitive/Intellectual skills:
Students:
1. Understand and apply critical analysis and theory development and their usability in solving real professional problems, with minimum guidance.
2. Get the ability to search for and synthesize new information from the field of e-business solutions implementation in literature and praxis.
3. Synthesize different knowledge and procedures and are aware of importance of use of professional literature.
4. Can select appropriate techniques for problem solving and are able to evaluate the importance and significance of data.
5. Can identify key aspects of problem from different view points.
Key/Transferable skills
Students:
1. Further develop skills and expertise in the use of knowledge in a specific working area.
2. Upgrade the ability to become an autonomous learner.
3. Upgrade the ability to apply information technology.
4. Upgrade the ability to work in pairs and groups.
5. Further develop their communication skills in an effective manner to effectively and professionally communicate.
Practical skills:
Students:
1. Get practical experience in the field of Microsoft Dynamics 365, Odoo and some cases of digital marketing solutions.
2. Are able to act autonomously with defined guidelines and certain level of supervision.
Readings
Sternad Zabukovšek, S., Bobek, S., Deželak, Z. (2021). e-rešitve za management odnosov s strankami – učno gradivo. Maribor: Ekonomsko-poslovna fakulteta.
Bobek, S., Deželak, Z., Šišovska Klančnik, I., Zabukovšek, U., Sternad Zabukovšek, S. (2023). Raziskava ponudnikov poslovnih informacijskih rešitev za digitalno transformacijo podjetij. Maribor: Univerzitetna založba Univerze v Mariboru.
McHaney, R., Sachs, D.: Web 2.0 and Social Media (free e-book). Bookboon.com, 2016.
Additional information on implementation and assessment Final exam 40%
Exam in computer lab 40%
Homework/project 20%
