ECTS credits ECTS credits: 4.5
ECTS Hours Rules/Memories Hours of tutorials: 2 Expository Class: 17 Interactive Classroom: 22 Total: 41
Use languages Spanish, Galician
Type: Ordinary Degree Subject RD 1393/2007 - 822/2021
Departments: Organisation of Companies and Commercialisation
Areas: Marketing and Market Research, Business Organisation
Center Faculty of Business Administration and Management
Call: First Semester
Teaching: With teaching
Enrolment: Enrollable
After completing the course, the student will be able to:
• Know the concept and tools of customer relationship management (CRM).
• Use customer relationship management (CRM) systems in the process of attracting, selling, satisfying, and retaining customers.
• Use integrated management systems (ERP) as a tool to support operations and supply chain management.
• Use integrated management systems (ERP) as a tool to support people management.
• Decision support systems
• Strategic information systems
• Operations and supply chain management support systems
• People management support systems
• Customer relationship management
• CRM systems
Basic:
• ARJONILLA, Jesús; MEDINA, José Aurelio (2010): La gestión de los sistemas de información en la empresa. Teoría y casos prácticos. Madrid: Pirámide
• CAJA, A. G. (2022). Marketing relacional digital. Universo de Letras.
• ESPI RUBIO, D. (2020) CRM: como sacar más de tu negocio con tres letras (manuales imprescindibles)
• GÓMEZ VIEITES, A.; SUÁREZ REY, C. (2011): Sistemas De Información: Herramientas Practicas para la Gestión Empresarial. Madrid: Rama.
• LAUDON, K.C.; LAUDON, J.P. (2016). Sistemas de información gerencial (14th edición). México: Pearson
Complementary:
• COHEN KAREN, D.; ASÍN LARES, E. (2005). Sistemas de información para los negocios. Un enfoque de toma de decisiones. México: McGraw-Hill
• LAPIEDRA, R.; FORÉS, B.; PUIG, A. & MARTÍNEZ CHÁFER, L. (2021). Introducción a la gestión de sistemas de información en las empresas. (1.a. ed) Publicacions de la Universitat Jaume I. Servei de Comunicació i Publicacions.
• REINARES, P. (2017). Los cien errores del CRM: Mitos, mentiras y verdades del marketing de relaciones. ESIC editorial.
• RENDER, B., & HEIZER, J. (2014). Principios de administración de operaciones (9.a ed.). Pearson.
• ROMERO, S.; MEDINA SALGADO, S. (2019). Organización y transformación de los sistemas de información en la empresa. Madrid: ESIC (e-book)
BASIC AND GENERAL
CB1. That the students have demonstrated to possess and understand knowledge in an area of study that starts from the basis of general secondary education, and is usually found at a level that, while supported by advanced textbooks, also includes some aspects that involve knowledge from the forefront of their field of study.
CB2. That students know how to apply their knowledge to their work or vocation in a professional way and possess the competences that are usually demonstrated through the elaboration and defense of arguments and the resolution of problems within their area of study. B
CB3. That students have the ability to gather and interpret relevant data (usually within their area of study) to make judgments that include a reflection on relevant social, scientific or ethical issues.
CB4. That students can transmit information, ideas, problems, and solutions to both specialized and non-specialized audiences.
CB5. That students have developed those learning skills necessary to undertake further studies with a high degree of autonomy.
CG1. Acquire a set of theoretical and practical knowledge related to the process of business creation and management in the digital era.
GC7. Know and correctly use the computer tools and new technologies related to business management.
TRANSVERSAL AND SPECIFIC
CT4. Organize and plan the work according to the objectives and available resources.
CT5. Ability to solve problems and make decisions by applying theoretical knowledge to practice.
CT10. Ability to use calculation tools and information and communication technologies (ICT).
CE3. Analyze, diagnose, and make decisions in the different functional areas of business management by selecting and applying the most appropriate technological tools.
SC5. Understand the integrating role of technology and know the main technological products and technology trends associated with the different areas of business management.
CE9. Design and manage the communication strategy in a digital and globalized environment and be able to use the English language with solvency in the field of business and technology.
CE10. Design and manage the operations and logistics strategy integrating the most appropriate technological tools.
CE11. Design and manage the human resources strategy, integrating the new ways of hiring and working, and developing the necessary managerial skills.
CE17. Propose and co-manage the integration of advanced information systems and know their applications in the different areas of company management, meeting quality, security, and information protection requirements, making use of cryptography, artificial intelligence and big data.
The main objective of the lecture sessions will be to introduce the student to the contents of the topics that make up the program, highlighting the most relevant aspects and the relationship between these and current events.
In the interactive lessons the students will try to apply the theoretical concepts. These sessions are oriented to the active participation of the students, for this purpose, case discussions will be carried out, problem solving will be worked on, and readings texts, articles or current issues will be commented/debated. The personal work activities of the students include, in addition to the time dedicated to the study, the realization of the activities indicated by the teachers.
The lectures and interactive sessions will take place during the official timetable published by the center and will be face-to-face.
The teachers will be able to monitor the attendance of the students and their participation in the sessions.
The autonomous work of the students will be guided by the teacher in the hours destined to tutorials.
There will be an intention to make visits to companies, which will allow a greater approach to the business reality.
The assessment will take into account all activities carried out by students (completion and active participation in case analysis, discussion and commentary on readings, articles, or current affairs, viewing and commentary on videos, completion and presentation of assignments, completion of quizzes on theoretical or practical content, etc.).
In cases of fraudulent completion of exercises or tests, the provisions of the Regulations for the Assessment of Student Academic Performance and Review of Qualifications will apply.
There are two opportunities to pass the subject. Students who do not pass the subject on the first opportunity will be entitled to a second opportunity, which will be recorded on their academic record if the grade obtained is higher.
The assessment system for these two opportunities will be as follows:
First ordinary opportunity. Continuous assessment, combined with a final exam, is contemplated.
1. Continuous assessment: solving and participation in case analysis, discussion of readings, completion and presentation of assignments, quizzes, and other activities related to the expository and interactive sessions. Weight in the final grade: 50%. The assessable activities will be included in the virtual classroom, as well as their weighting. In this part, the following competencies will be assessed: CB1, CB2, CB3, CB4, CB5, CG7, CT4, CT10, CE9, CE10, CE11, CE17.
2. Final content exam: A mandatory test that will assess learning outcomes and may include short-answer questions, multiple-choice questions, short reasoning questions, or cases (real or invented) to which students must provide a solution, based on the theoretical content of the subject and/or the skills/competencies developed throughout the semester. Weight in the final grade: 50%. In this part, the following competencies will be assessed: CG1, CT5, CE3, CE5. The final exam will be held in person. In order to add the score obtained in the continuous assessment to the exam/test grade, students must achieve a minimum score of 2.5 points out of 5 on the final content-based exam and have participated in at least 75% of the proposed activities (case studies, exercises, workshops, etc.). The aggregate score must be equal to or greater than 5 points out of 10 to pass the course.
Second Opportunity
The same assessment system as the first opportunity will apply for the second opportunity. A new final content-based exam will be given with the weighting established for the first opportunity, which will be added to the score obtained in the continuous assessment during the course.
In accordance with the USC's current Permanence Regulations for Bachelor's and Master's degree studies (Art. 5.2), mere attendance and/or participation in any of the activities subject to assessment will result in the student's final grade being other than FAILED.
The aggregate grade for the continuous assessment and the final exam will be recorded in the transcripts, with the following exceptions:
If the student does not achieve the minimum percentage of assignments to be submitted (75% of those assigned), the grade recorded in the transcripts will be the grade achieved in the assignments; the exam grade will not be added.
If the student does not achieve the minimum grade on the exam (2.5 out of 5), the grade recorded in the transcripts will be the grade achieved on this test; the continuous assessment will not be added. If the student does not appear for the final exam, the grade recorded in the transcripts will be zero; the continuous assessment will not be added.
Class attendance is mandatory. If the student does not attend at least 80% of the classes, except for justified reasons, they will not be allowed to take the exam, and the grade recorded in the transcripts will be their continuous assessment grade weighted by their class attendance percentage. Prior to the exam date, instructors will publish a list of students who meet the exam requirements.
Students who have been granted an exemption from attendance pursuant to Instruction No. 1/2017 of the General Secretariat on exemption from class attendance in certain circumstances will be assessed with a specific final exam, which will count for 100% of their grade.
The course is 4.5 credits.
The total work hours are distributed as follows: Hours of lectures and interactive class, tutorials and evaluation in the modality to be determined: 41.
Individual work of the student: 71.5.
In order to maximize the learning process, it is recommended that the students attend regularly to the expository and interactive sessions, participate actively in all the activities proposed by the professors and consult the bibliography and other recommended material.
Tutorships are a useful resource that students should use as often as necessary. Access to the virtual campus and institutional e-mail for information on different issues that may arise during the course and to be able to have and review complementary material before the classes, facilitates student participation and their ability to acquire knowledge.
Javier Turienzo Riveiro
- Department
- Organisation of Companies and Commercialisation
- Area
- Marketing and Market Research
- javier.turienzo [at] usc.es
- Category
- Professor: LOU (Organic Law for Universities) PhD Assistant Professor
Fernando Garcia Novo
Coordinador/a- Department
- Organisation of Companies and Commercialisation
- Area
- Business Organisation
- fernando.garcia.novo [at] usc.es
- Category
- Professor: LOSU (Organic Law Of University System) Associate University Professor
| Friday | |||
|---|---|---|---|
| 09:45-10:45 | Grupo /CLE_01 | Spanish | Classroom 8 |
| 01.15.2026 15:00-18:00 | Grupo /CLE_01 | Classroom 6 |
| 06.22.2026 15:00-18:00 | Grupo /CLE_01 | Classroom 6 |