The student should have a fundamental understanding of marketing theory and practice. This course will apply existing marketing theory to SMEs, and will have a particular focus on technology and CRM. However, prior skills in these areas are not required as this knowledge will be delivered during the course.
At the end of the course the student should be able to :
• Critically analyze the opportunities of marketing in SMEs with regard to CRM
• Critically review the use of technology to support CRM in SMEs
• Develop and evaluate CRM strategies for SMEs
• Demonstrate an international mindset (1.A)
• Successfully collaborate within a intercultural team (1.B)
• Communicate effectively in English (1.C)
• Propose creative solutions within an organization (3.B)
• Convey powerful messages using contemporary presentation techniques (4.C)
• Make effectual organizational decisions (5.D)
• Thoroughly examine a complex business situation (6.A)
This course will reflect the importance of Small and Medium-sized Enterprises (SMEs) in our economies. You will be introduced to their unique characteristics and how they differ significantly from larger organizations. You will learn about how they survive and actually flourish in the global economy using innovative approaches to marketing, particularly using technology in Customer Relationship Management (CRM).
Specific contents will include:
– The importance of Small and Medium-sized Enterprises (SMEs) in the global economy
– The challenges of marketing in SMEs
– The opportunities of marketing in SMEs with regard to Customer Relationship Management (CRM)
– Applying CRM theory SMEs
– CRM in SMEs in practice
– The use of technology such as websites, analytics and social media to support CRM in SMEs
– Internationalization of SMEs using CRM
– Applying CRM theory to SMEs
– The role of Government in supporting SMEs’ CRM activities
