Ternopil Ivan Puluj National Technical University

Каф. менеджменту та адміністрування

Customer Relationship Management


1. Educational programs for which discipline is mandatory:

# Educational stage Broad field Major Educational program Course(s) Semester(s)
1 bachelor's 7. Управління та адміністрування 073. Менеджмент (бакалавр) 3 6

2. The course is offered as elective for all levels of higher education and all educational programs.

3. Information about the author of the course

Full name Lutsykiv Ivanna
Academic degree Cand. Sc.
Academic title Assoc. Prof.
Link to the teacher`s page on the official website of the department
Е-mail (in the domain

4. Information about the course

Study hours structure Lectures: 32
Practical classes: 16
Laboratory classes: 0

Amount of hours for individual work: 42
ECTS credits: 3
Teaching language english
Form of final examination credit
Link to an electronic course on the e-learning platform of the university

5. Program of discipline

Description of academic discipline, its goals, subject of study and learning outcomes

Purpose is to provide students with fundamental theoretical and practical knowledge in various concepts of customer relationship management which are necessary when interacting with internal and external stakeholders.
2.2. objectives
A student has to demonstrate such learning outcomes on the discipline (write 5-7 outcomes):
1. to create insight and new learning in the area of customer relationship management;
2. to understand the key skills needed to carry out successful customer relationship management, in order to build more productive & mutually rewarding relationships with customers and/or stakeholders;
3. to be able to identify and respond to customers & stakeholders needs, expectations & issues that both meet their needs and protects the interests of your;
4. to understand the skills to communicate with and influence customers & stakeholders;
5. to equip students with both a conceptual understanding and the knowledge pertaining to practical application of critical skills necessary for building and managing partnering relationships with customers and suppliers;
6. to discuss the conceptual foundations of relationship marketing and its implications for further knowledge development in the field of business.

Contents of the academic discipline

Lectures (titles/topics)

The nature of customer relationship management
1. The evolution of CRM.
2. Definition and importance of CRM.
3. The main problems of development in relations with customers.
4. Advantages of CRM.
5. Future of CRM.

Identifying customer needs
1. Client orientation of company.
2. Customer needs.
3. Basic conditions of correct identification of clients’ needs.
4. Methods for identifying customer needs.

Admission of clients and establishing contact
1. Find and attract of customers.
2. Establishing contact with clients
3. Conflicts with clients.
4. Information Technology and CRM.

Marketing of customer relationship
1. Conceptions of management customer relationships.
2. Satisfaction of client.
3. Levels of customer relationships.

Basics of creating mutually beneficial relationship with customers
1. Creating mutually beneficial relationship with customers.
2. Customer database.
3. Customer service.

Client’s communication
1. Definition and general characteristics of client’s communications.
2. Foundations of client’s communications.
3. Ways to communicate with client.
4. System of unified communications.

Advertising: meaning, types and role in relationship with clients
1. The concept of advertising.
2. Types of advertising.
3. The process of creating advertising.

Argumentation and presentation of goods
1. Technique argumentatiton.
2. Presentation and demonstration of the product.
3.Working with customer objections.

Customer satisfaction and loyalty
1. Customer satisfaction and loyalty: understanding and differences.
2. Customer loyalty: meaning and importance.
3. The loyalty types and program.
4. Building customer loyalty.

Customer retention and prescriptions for loyalty
1. The magic beanstalk of loyalty.
2. Prescriptions for loyalty.
3. Customer retention.

Practical classes (topics)

Topic 1. The nature of customer relationship management
Topic 2. Identifying customer needs
Topic 3. Admission of clients and establishing contact
Topic 4. Marketing of customer relationship
Topic 5. Basics of creating mutually beneficial relationship with customers organization
Topic 6. Client’s communication
Topic 7. Advertising: meaning, types and role in relationship with clients
Topic 8. Argumentation and presentation of goods
Topic 9. Customer satisfaction and loyalty
Topic 10. Customer retention and prescriptions for loyalty

Learning materials and resources

1. Lutsykiv I. V. The course of lectures and practical cases on discipline “Customer Relationship Management” for the 3rd year students of the specialty 073 “Management” (full-time study bachelors).– Ternopil: TNTU, 2018. –123 p.
2. E. Anderson, C. Fornell, D. LehmannCustomer Satisfaction, Market Share, and Profitability. - Journal of Marketing. – 1994. – 66 p.
3. S. BrownFrom Customer Loyalty to Customer Dependency: Customer Relationship Management. – New York: John Wiley & Sons Canada. – 86 p.
4. A. Richard, B. Scott ,R. MacKenzie, W. Olshavsky A Reexamination of the Determinants of Consumer Satisfaction // Journal of Marketing. – 1996. - № 60 (3). – P. 15-32.
5. T. Vredenburg, C. Wee The Role of Customer Service in Determining Customer Satisfaction // Journal of the Academy of Marketing Science. – 1986. – № 14 (2). – P. 17-26.
6. A. Parvatiyar, J. N. ShethCustomer relationship management:emerging practice, process, and discipline // Journal ofEconomic& Social Research. – 2001. – 3(2). – P. 1-34.
7. B. Stauss, Using New Media for Customer Interaction: A Challenge for Relationship Marketing. Relationship Marketing. – 2000. – New York: Springer. – 233-254 p.

6. Policies and assessment process of the academic discipline

Assessment methods and rating system of learning results assessment

Credit is an assessment intended to measure a student's knowledge and skills. All students obliged to take credit. The credit consists of 25 tests. Students can retake the credit up to two more times if they fail on their first attempt.

Table of assessment scores:

Assessment scale
(100 points)
(4 points)
90-100 Excellent А
82-89 Good B
75-81 C
67-74 Fair D
60-66 E
35-59 Poor FX
1-34 F
Approved by the department
(protocol №
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