Customer Management (former Marketing Engineering)
| Module: | Marketing II |
| Lecturer: | JProf. Dr. Eva Böhm |
| Scope / Credits: | 4 SWS / 7,5 Credits |
| Course type: | Lecture and exercise |
| Language: | German |
| Date und Place: | Lecture: Thursday, 14:15 - 15:45, Chemie - HS 2 Excercixe: Thursday, 16:00 - 17:30, Chemie - HS 2 |
| Kick-Off | The Kick-Off event takes place at thursday, 13. October 2022, 14:15 pm in Chemie - HS 2. |
| Exam: | Written exam |
Contents overview
General Information
This course is offered by the Junior Professorship Marketing (more information here) and replaces the course "Marketing Engineering" (formerly Marketing II). Due to the overlap between the two courses, graduates of the course "Marketing Engineering" are not allowed to take the module Marketing II again.
Course content
Strong customer relationships are a valuable resource for companies. Customer Relationship Management deals with the establishment, expansion and long-term maintenance of successful relationships between customers and companies. Subject of the module are the concepts, instruments and methods of customer management. In the course of the lecture, students learn about typical customer management problems and their solutions. The following topics are covered in the lecture, among others: (1) basics of customer management, (2) concepts of customer management, (3) key figures of customer management (e.g. CLV, customer equity), (4) theories of customer management, (5) instruments of customer management (e.g. loyalty programs, referral programs), (6) current topics of customer management (e.g. Web 4.0., data protection). In the accompanying exercise, quantitative research and analysis methods are taught, which can be used to implement and verify the ideas of customer management in a data-based manner.
Examination
There will be a graded module examination in the form of a written paper (duration 90 minutes).
Documents
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Location & approach
The campus of TU Dortmund University is located close to interstate junction Dortmund West, where the Sauerlandlinie A 45 (Frankfurt-Dortmund) crosses the Ruhrschnellweg B 1 / A 40. The best interstate exit to take from A 45 is "Dortmund-Eichlinghofen" (closer to Campus Süd), and from B 1 / A 40 "Dortmund-Dorstfeld" (closer to Campus Nord). Signs for the university are located at both exits. Also, there is a new exit before you pass over the B 1-bridge leading into Dortmund.
To get from Campus North to Campus South by car, there is the connection via Vogelpothsweg/Baroper Straße. We recommend you leave your car on one of the parking lots at Campus North and use the H-Bahn (suspended monorail system), which conveniently connects the two campuses.
TU Dortmund University has its own train station ("Dortmund Universität"). From there, suburban trains (S-Bahn) leave for Dortmund main station ("Dortmund Hauptbahnhof") and Düsseldorf main station via the "Düsseldorf Airport Train Station" (take S-Bahn number 1, which leaves every 20 or 30 minutes). The university is easily reached from Bochum, Essen, Mülheim an der Ruhr and Duisburg.
You can also take the bus or subway train from Dortmund city to the university: From Dortmund main station, you can take any train bound for the Station "Stadtgarten", usually lines U41, U45, U 47 and U49. At "Stadtgarten" you switch trains and get on line U42 towards "Hombruch". Look out for the Station "An der Palmweide". From the bus stop just across the road, busses bound for TU Dortmund University leave every ten minutes (445, 447 and 462). Another option is to take the subway routes U41, U45, U47 and U49 from Dortmund main station to the stop "Dortmund Kampstraße". From there, take U43 or U44 to the stop "Dortmund Wittener Straße". Switch to bus line 447 and get off at "Dortmund Universität S".
The H-Bahn is one of the hallmarks of TU Dortmund University. There are two stations on Campus Nord. One ("Dortmund Universität S") is directly located at the suburban train stop, which connects the university directly with the city of Dortmund and the rest of the Ruhr Area. Also from this station, there are connections to the "Technologiepark" and (via Campus Süd) Eichlinghofen. The other station is located at the dining hall at Campus Nord and offers a direct connection to Campus Süd every five minutes.
The AirportExpress is a fast and convenient means of transport from Dortmund Airport (DTM) to Dortmund Central Station, taking you there in little more than 20 minutes. From Dortmund Central Station, you can continue to the university campus by interurban railway (S-Bahn). A larger range of international flight connections is offered at Düsseldorf Airport (DUS), which is about 60 kilometres away and can be directly reached by S-Bahn from the university station.
The facilities of TU Dortmund University are spread over two campuses, the larger Campus North and the smaller Campus South. Additionally, some areas of the university are located in the adjacent "Technologiepark".
Street navigation from and to the TU Dortmund University:
The document and the graphic represent the motorways and federal highways around the TU Dortmund University in a very simplified way:
This interactive map helps you find and navigate between facilities and buildings on campus:
This document contains a simple campus map in German and English: