The termpaper eCRM: Using the internet for customer relationship management at the TQU Academy describes the usage of eCRM-systems in a practical example. It gives an overview of the theoretical concepts and models used, describes the application of the models to the TQU Academy situation and closes with consequences of the application and recommendations.
Inhaltsverzeichnis (Table of Contents)
- Description of the business environment and the current situation
- Business strategy & model of TQU Academy
- Current internet usage of www.tqu.com
- TQU Academy's CRM-system (MIS)
- Overview of the theoretical concepts and models used
- Mayor types of information systems in organizations
- Expanded model of the marketing process by Kotler
- Value Chain Model
- Customer Relationship Management (CRM)
- Application of the models to the TQU Academy situation
- TQU Academy's point of view
- Lecturers point of view
- Customers point of view
- Consequences of the application/ recommendations
- Strategy aspects
- Process aspects
- People aspects
- Technology aspects
- Summary and conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This text examines the application of information technology in marketing and sales, specifically focusing on the use of eCRM (electronic customer relationship management) at the TQU Academy. The paper analyzes the current situation at TQU Academy, exploring its business model, existing internet usage, and the limitations of its current CRM system. It then introduces relevant theoretical frameworks and models from the field of information systems, including different types of information systems, Kotler's expanded model of the marketing process, the value chain model, and CRM principles. The text further explores the potential application of these concepts to TQU Academy, considering the perspectives of the academy, lecturers, and customers. Finally, it outlines the consequences of implementing eCRM and provides recommendations for strategic, process, people, and technology aspects.- Information Technology in Marketing and Sales
- eCRM and its Application in an Educational Institution
- Customer Relationship Management (CRM) Systems
- Integration of Information Systems and Business Processes
- Strategic Implications of eCRM Implementation
Zusammenfassung der Kapitel (Chapter Summaries)
The first chapter provides a comprehensive overview of TQU Academy, detailing its business strategy and model. It discusses the academy's position within the TQU Network and its focus on consulting, training, and qualification services. The chapter also analyzes the current internet usage of the TQU website, highlighting its limitations in terms of customer interaction and data analysis. Finally, it introduces TQU Academy's existing CRM system (MIS) and its functionalities. The second chapter delves into the theoretical foundations of information systems and CRM, exploring different types of information systems used in organizations, including Transaction Processing Systems (TPS), Decision Support Systems (DSS), Management Information Systems (MIS), Executive Support Systems (ESS), and Enterprise Systems. It also examines Kotler's expanded model of the marketing process, the value chain model, and key aspects of CRM, including strategy design, business process optimization, and information technology implementation. The third chapter applies the theoretical frameworks discussed in the previous chapter to the specific situation of TQU Academy. It analyzes the potential benefits of eCRM from the perspectives of the academy, lecturers, and customers.
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- Dipl.-Informationswirt Peter Schust (Author), 2007, eCRM: Using the internet for customer relationship management at the TQU Academy, Munich, GRIN Verlag, https://www.grin.com/document/114008
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