客户关系管理课程标准

《客户关系管理》课程标准

2015年 1 月 21 日

安徽工业经济职业技术学院教务处

目录

一、课程概述 ··························································································································································· 1 1.课程的性质 ················································································································································ 1 2.课程的基本要求 ········································································································································ 1 3.课程在专业课程体系中的作用 ················································································································ 1 二、课程目标 ··························································································································································· 2 1.专业能力 ···················································································································································· 2 2.方法能力 ·················································································································· 错误！未定义书签。 3.社会能力 ·················································································································· 错误！未定义书签。 三、课程教学方案 ··················································································································································· 5 1.教学内容标准与学时分配 ························································································································ 5 2.教学中应注意的问题 ······························································································································ 39 3.主要教学方法和教学手段 ······················································································ 错误！未定义书签。 4.教学内容表现形式与教学参考书 ·········································································· 错误！未定义书签。 四、课程考核方案 ················································································································································· 39 1.平时考核方案 ·········································································································································· 39 2.期末考核方案 ·········································································································································· 39 五、学生自学和协作学习建议 ···························································································································· 40 1.自我学习建议 ·········································································································································· 40 2.学习难点和常见问题的处理 ·················································································································· 40 3.学习网站和参考书推荐 ·························································································································· 40 4.课程的拓展建议 ······································································································································ 40 六、教学条件及利用 ············································································································································ 41 1.师资条件 ·················································································································································· 41 2.教学资源 ·················································································································································· 41 3.校内实训场所和设施 ······························································································································ 41 4.校外实训基地 ·········································································································································· 41 七、教材及参考书 ················································································································································· 42 1．主教材 ···················································································································································· 42 2．参考书 ···················································································································································· 42

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《客户关系管理》课程标准

课程代码 适用专业 课程类型 总学时 72 总学分 4 授课学期 第三学期 电子商务、营销与策划、文秘、国际经济与贸易 职业技术课 一、课程概述

1.课程性质

本课程作为高职电子商务、营销与策划专业的主干课程，是文秘、国际经济与贸易专业的职业技术类课程，是学生学习客户管理基础知识、培养客户关系管理工作所需的基本技能和职业素质的必修课程。

它是前序课程《现代商务概论》、《企业管理》等所学知识和能力的综合应用，同时也为其他课程提供理论与技术支持。

2.课程要求

本课程要求学生熟练掌握课程知识，积极参加课程学做一体的训练，形成从事客户关系管理工作的职业素养和综合能力，成为一名现代企业管理需要的真正的有用人才。

(1)知识要求

要求学生掌握客户关系管理的内涵、主题分析内容和基本方法、运作模式，理解客户管理关系系统结构、功能、技术体系与实施策略，掌握客户管理关系中的智能决策支持技术与作用，并能初步具备利用信息技术与智能技术设计或选择CRM系统解决方案的能力。

(2)训练要求

通过“任务驱动、项目导向”等教学方式，培养学生的职业能力与道德素质，形

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成爱岗敬业、踏实肯干、具有良好服务意识的经济类专业素养。

(3)管理要求

课程设学习小组，每组6-8人，出勤、作业任务分小组管理。实行过程考核，注重学习绩效。教学过程管理、考核管理与企业要求基本一致。

3.课程在专业课程体系中的作用

《客户关系管理》是我院经济类专业课程体系中的一门职业技术课程。 本课程承接课程《现代商务概论》、《企业管理》、《电子商务概论》，与后续课程《市场营销》、《网络营销》、《秘书实务》等专业课程有机地结合。

在知识体系中，着重培养学生从事客户关系管理工作的基础知识，是学生提高客户关系管理工作的信息化、网络化技能的重要手段。

在能力结构中，促进学生学习模式的改革，使学生掌握工作的方法。通过项目训练，学生掌握了学习的方法、工作的方法、合作的方法、交流的方法。

在职业素养中，着重提升职业执行力，养成积极进取、勇于创新、认真负责、精益求精的职业精神。由于采取以实训项目为载体的作业训练，使得能力培养有很好的依托。

二、课程目标

课程围绕“客户关系管理、文秘类”职业所需的知识、技能和素质，设计课程目标。

课程目标确定为：强化素质教育和能力培养，注重培养学生的科学思维方法和创新精神；课程贯彻以服务社会为宗旨、以提高职业素养和技能为指导方针，突出应用能力的培养，把重点放在概念、结论和方法的实际应用和技能训练上，注重教、学、做相结合，主张理论与实践一体化，并由针对性地采取案例研讨、任务驱动、项目导向等行动导向的教学模式，体现理论性、实践性和开放性的要求，力求通过本课程的学习，培养学生企业经济管理素质和技能，并使学生具有健康、积极的心态，热爱客户管理的职业品质，积极进取、勇于创新、认真负责、精益求精的职业精神。

包括：

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1、课程知识目标

（1）了解企业的组织结构；了解客户关系部门在组织中的地位；了解客户关系管理的演变过程，掌握客户关系管理的内涵；理解客户关系岗位说明书的各项描述；了解客户关系管理系统与业务流程的理论与实践的关系；了解客户关系管理实践活动中的主要流程；了解CRM系统中的企业业务流程再造的原理。

（2）了解识别客户的途径；掌握识别客户的方法；了解客户的购买动机，掌握识别客户需求的方法；掌握评估客户的依据；掌握客户商业价值的构成方法；掌握客户商业价值评价、区分及策略选择方法；理解客户终身价值的计算；掌握与客户沟通的原理及沟通方式设计的知识要领；理解客户开发的基本过程，客户开发计划的制订要求及客户开发管理工作的要点。

（3）了解客户档案建立的流程；掌握客户信息搜集的内容及渠道方法以及客户档案信息表的设计方法和模式；了解客户信息数据库的建立原则；掌握客户档案分类的方式；理解客户档案资料的利用领域；了解客户信用档案制作的内容；理解客户信用评估的内容；掌握客户信用评估的方法；了解客户信用等级的划分标准；掌握客户信用政策的内容；理解客户信用期限及信用等级的评定方法；了解客户信用等级调整的意义及目的；掌握企业追账的方法及策略。

（4）了解客户服务质量的内涵、影响因素；了解客户服务质量指标体系；了解客户服务的类型，掌握控制客户服务质量的途径；理解客户抱怨与投诉产生的原因，掌握处理方法；了解客户满意和客户忠诚的内涵以及相互之间的关系；了解客户满意度测评的含义；掌握测评客户满意度的方法；掌握提高客户满意度的方法。

（5）了解分销商选择方法与管理；理解激励渠道客户的采用方法；理解渠道客户冲突分析及其管理方法；理解窜货原因；了解核心客户与一般客户的区别；了解核心客户的评估与选择方法 ；理解核心客户管理的方法与策略；理解客户关系管理与营销管理的内在逻辑关系；掌握关系营销、一对一营销、数据库营销、直复营销、营销自动化、概念营销、逆向营销、情感营销、电子营销、体验营销、协同营销和整合营销的概念与特征；了解客户关系管理系统的结构和主要构成部分；理解客户关系管理与企业资源计划和供应链管理的相互关系；知道电子商务环境下客户关系管理的发展及应用。

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