EASTERN VISAYAS STATE UNIVERSITY

Tacloban City
Control No. EVSU-ACA-F-005
Title of Form: Course Syllabus Revision No. 03
Date Sept. 21, 2021

Program Educational Objectives

VISION Institutional Outcomes (IO) Institutional Graduate Attributes (IGA) Program Outcomes (PO)
(PEO)
A Leading State University Demonstrate personal and collective 1. Excellent in one’s field of 1. To understand the place and 1. Analyze the business
adherence to high standards and specialization thereby contribution of marketing to environment for strategic
in Technological and distinctive achievement. demonstrating a personal and the business enterprise. marketing direction and
Professional Education collective adherence to high 2. To describe major bases for conduct marketing
MISSION Instill the value for lifelong learning standards in all areas. segmenting consumer and research
Develop a Strong Technologically among graduates who are guided 2. Visionary leaders guided with the business markets: define 2. Effectively communicate
and Professionally Competent with highest practice of ethics, highest practice of ethical and and be able to apply the ideas and plans in oral
Productive Human Resource principles and moral standards.
moral standards. steps of target marketing. and written form
Imbued with Positive Values 3. Serving individuals towards a 3. To describe the major types 3. Demonstrate Corporate
Needed to Propel Sustainable Show commitment and motivation to
committed citizenry, driven by of consumer buying and social responsibility
Development exist with relevance and significance
CORE VALUES in providing assistance to clientele. relevant cause for the common behavior, stages in the 4. Perform the basic
good. buyer decision process and functions of management
Create an environment which 4. Unifying agent founded on truth completely outline the such as planning,
respect each other’s worth, beliefs and respect of human worth amidst components of the organizing, staffing,
and talents towards a synergistic diversity of beliefs and talents. marketing mix. directing, leading and
goal. 4. To describe the steps in the controlling
new-product development 5. Effectively and efficiently
Provide platforms for technological (NPD) process. apply information and
competence and skills development. 5. To identify the costs and communication
E – Excellence benefits of marketing technology (ICT) in
V – Value-Laden channels in the Philippines, marketing decisions and
S – Service-Driven Asia and other countries. plans
U – Unity in Diversity 6. To identify the roles of 6. Work effectively with other
advertising, sales stakeholders and manage
promotion, public relations, conflict in the workplace
personal selling and direct 7. Select the proper decision
marketing in the promotion tools to critically,
mix; compare and contrast analytically, and creatively
integrated marketing solve problems and drive
communications with a non- results
integrated approach to the 8. Innovate marketing

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 promotional mix. concepts based on
7. To illustrate how the emerging industry by
international trade system, developing marketing
economic, political – legal strategies, policies,
and cultural environments in programs and projects.
a foreign country affect a 9. Generate knowledge from
company’s international actual experience in local
marketing decisions. and international settings.
10. Prepare Marketing Plan.

Course Information
Course Code MKTG ELEC 413 Course Description
Course Title Customer Relationship Marketing This module focuses on identifying and establishing and maintaining and enhancing relationship
Credit Units 3 Units (54 hours) with customers and other stakeholders at a profit. It is centered on client relationships and customer
Lec/Lab Hours loyalty by utilizing customer data and feedback and developing strong bonds with customers to gain
Class Schedule their trust. Materials to be covered include setting CRM objectives; developing Customer relationship
Prerequisite(s) None marketing strategies and CRM plan proposal and implementation.
None In addition to lectures, students may also be exposed to promotional campaigns and creating
content that will build customer-seller relationship. Case studies as well as lesson analysis in the
development and execution of CRM strategies may also be used to allow students to implement their
Co-Requisite(s) knowledge and skills.
By the end of this module, students should be able to develop and assess different customer
relationship marketing strategies that will lead them in formulating a CRM plan to be
propose/implemented to their chosen product/brand or business.

COURSE CONTENT
Week Course/ Teaching-Learning
Topics Resources & References Assessment Learning Evidence
No. Learning Outcomes Activities

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 PPT Slides

1. Orientation 2017 Revised EVSU Code

1.1. EVSU Vision Orientation
and Mission 1. Orientation of school’s
EVSU Student Manual Peer-review of a student’s
1.2. COBE Goals vision and mission &
clear understanding of
and Objectives department’s goals and
Related DOH Policies school policies and course
1.3. Course objectives. Course
1/2 requirements
Objectives and objectives, grading
Requirements CHED Memorandum criteria and class policies
1.4. Grading Criteria Order on Flexible Learning and rules will also be Competency assessment on
1.5. Class Policies Modality (FLM) discussed. the use of the COBE-LMS
and Rules
Google Meet

https://cobe.evsu.edu.ph

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 Module 1 Lesson 1

1. Synchronous
learning where the
At the end of this module, teacher delivers the
students are expected to: Module 1. Introduction: lesson and give
Customer Relationship instructions to the
Marketing Course Pack/Module
1. Illustrates the focus areas students in real-time
of Relationship Marketing through live video
Online Materials (links, conferencing apps
videos, journals) – has to Students need to accomplish
like Messenger Live,
2. Explain how relationship be specific the following:
Google Meet, or
marketing and customer
Zoom. Outputs expected from
relationship management PPT Slides 1. Written Output.
evolved from the At home, students need to students:
marketing concept 2. Guide questions are
Laptop, android cell phone watch and observe the
provided for their 1. Written Output.
for synchronous/ company’s different
critical reading. (Gathered ideas about the
Lesson 1: Definition and asynchronous class strategies in creating and
At the end of this lesson, students Importance of CRM maintaining their topic.)
are expected to: Evolution of Customer relationship to customers.
Relationship Marketing, 3. Reinforce
1-4 understanding by
1. Define and know the Difference of Customer
importance of Customer Relationship Marketing reading or viewing the 2. Share your Thoughts.
Relationship Marketing from Customer links provided for
Relationship supplemental learning Discuss how the
Management materials. relationship marketing
2. Differentiate customer 2. Share your Thoughts
4. Activity Sheets will be evolved from the marketing
relationship marketing from Activity Sheet. (Gathered
sent in respective concept and its importance
customer relationship ideas about the topic.)
class’ group chat and to the success of every
management.
posted also in google business.
classroom.
At the end of this lesson, students 5. Learning materials
are expected to: (LM’s) will be uploaded
Lesson 2. Types and in a Google Classroom
1. Identify the different types Levels of Customer or Class group chat
and levels of customer Relationship Marketing (Messenger) for
relationship marketing. students to read and
analyze the lessons
and access it anytime
and learn at their own
pace.

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5-6 At the end of this module, Module 2 Lesson 1 1. Written Output. 1. Written Output (Gathered
students are expected to: Module 2. Building ideas about the topic.)
Customer Relationship 1. Synchronous learning Assume that you are the
1. Create ways in building where the teacher marketing manager for a
as well as maintaining delivers the lesson and department store. Discuss
customer relationship. give instructions to the how are you going to
2. Develop strategies in students in real-time maintain your relationship
maintaining customer through live video with your loyal
loyalty. conferencing apps like customers?
3. Demonstrate the link Messenger Live, Google How do you identify your
between relationship, Meet, or Zoom. loyal customers?
quality service and loyalty .
Course Pack/Module
Lesson 1: Steps in 2.Activity Sheets will be
Relationship Marketing Online Materials (links, sent in respective class’
At the end of this lesson, students
are expected to: videos, journals) – has to group chat (Messenger)
Lesson 2: Relationship be specific and posted in Google
Loyalty Classroom
1. Discuss the different
PPT Slides
steps in relationship
marketing. Laptop, android cell phone
2. Create and identify the for synchronous/
different loyalty asynchronous class
programs in establishing
customer loyalty.

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7 At the end of this Module 3. Services in Module 3. 4. Share your Thoughts.
module, students are Relationship Marketing 1.Share your Thoughts
expected to: Lesson 1 Discuss the importance of Activity Sheet. (Gathered
Lesson 1. Nature of customer service in ideas about the topic.)
1. Explain the Customer Service 1. Synchronous meeting customer
nature of learning where the expectations and
customer service teacher delivers the satisfaction. What makes
by highlighting its Lesson 2. Customer lesson and give a customer satisfied?
meaning and its Expectations instructions to the How do you meet
role in building students in real-time customer’s expectation?
customer through live video
relationship Lesson 3. Customer conferencing apps
2. Explain the Satisfaction like Messenger Live,
relevance of Google Meet, or
keeping Zoom.
customers, the .
cash value or
lifetime value of 2. Activity Sheets
each customers. will be sent in
3. Explain the respective class’
impact of service group chat
failure and how (Messenger)
service recovery and posted in
can lead to Google
customer Classroom
satisfaction
At the end of this lesson, students 3. Learning
are expected to: materials (LM’s)
1. Explain the nature and will be uploaded
definition of customer in a Google
service. Classroom or
2. Discuss customer Class group chat
expectations and (Messenger) for
achieving them. students to read
3. Defining customer and analyze the
satisfaction and explain lessons and
ways of measuring them. access it
anytime and
learn at their
own pace.

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 At the end of this module,
students are expected to: Module 4

1. Formulate a CRM Lesson 1

Strategy in making CRM 1.Webinar on the
Plan Planning a CRM
Strategy.
Module 4. Planning a 1. Activity Sheet. (Gathered
At the end of this lesson, students
CRM Strategy ideas about the topic.)
are expected to: 1. Activity Sheet.
Lesson 2
Lesson 1: Introduction to
1. Discuss the nature Draft sheet of formulated
8-9 CRM Plan 1.Synchronous class
and content of CRM Customer Marketing
Plan. discussion on CRM Strategies.
Planning process thru
At the end of this lesson, students Lesson 2: The CRM Google meet.
are expected to: Planning Process 2.Guide questions are
provided for their
1. Identify the stages of critical reading.
CRM Planning process 3.Activity Sheets will be
sent in respective
class’ group chat and
posted in Google
Classroom.
10 M I D T E R M E X A M I N A T I O N

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 Module 5
At the end of this module, Module 5.
1. Synchronous
students are expected to: Proposing/Implementing
class discussion 1. Share your Thoughts.
CRM Plan in an
on CRM Plan
1. Propose/Implement Organization  Discuss the summary of
Proposal thru
CRM Plan to their Google meet. the CRM Plan.
chosen
product/business.
Course Pack/Module 2.Reinforce
understanding by  Discuss the key indicating
Online Materials (links, reading or viewing the factors in the success of
videos, journals) – has to links provided for CRM Plan Proposal.
At the end of this lesson, students be specific supplemental learning
11-17 are expected to: materials.
Lesson 1: Introduction: 1. Share your Thoughts
How to Implement a PPT Slides 2.Written Output Activity Sheet.
1. Know the basic in Relationship Marketing 3.Guide questions are
implementing their (Gathered ideas about
Strategy Laptop, android cell phone provided for their  Discuss the problem the topic.)
respective CRM for synchronous/ critical reading. encountered and
strategies. asynchronous class solutions applied in
Lesson 2. Factors the making of CRM
At the end of this lesson, students Determining CRM 4.Revision/ Plan.
are expected to: Success. recommendations will
2. Written Output (Gathered
be sent in respective
1. Identify and discuss the ideas about the topic.)
class’ group chat and
key indicating factor in posted in Google
the success of the Classroom.
implementation/proposal
of CRM Plan.
18 F I N A L E X A M I N A T I O N

Culminating Activity
This activity aims to develop the learner’s customer relationship related skills. With this in mind, student is expected to create all forms of customer relationship strategies that they can
propose/implement to their selected local product/brand.

TASK PROMPT
a. This is by pair that students can accomplish outside classroom.
b. Students will follow the form below as a guide.

CRITERIA
(SEE RUBRICS FOR CULMINATING ACTIVITY in the SYLLABUS)

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Grading System Class Policies
Share your thoughts 20% 1. Courtesy must be observed at all times. Communicate with your teacher and classmates
Written Output (Lesson analysis and application) 20% politely. Use of foul language is strictly prohibited.
CRM Plan 30% 2. Personal responsibility is encouraged among students. Each student is expected to perform
the required activities/tasks.
Major Exam 30% 3. Punctuality in the submission of required papers/outputs is necessary. Failure to comply with
TOTAL 100% the specified schedule could result to disqualification to proceed to the next level.
4. If possible, all students must be members of the class Facebook Group. For purposes of
transparency and proper identification, students must register using their real names and
INC if there is missing any of the course requirements listed. Given 1 year to profile pictures. The use of fake names/photos in the student’s Facebook account is strongly
comply the INC. discouraged.
5. In compliance with Republic Act No. 10627 otherwise known as the “Anti-bullying Act of 2013,
students are enjoined to constantly refrain from making annoying, cruel, and discriminating
remarks on anyone while engaging in any class activity.
6. Likewise, selling, marketing or promotion of goods or
services in any form is not welcome in this class.

Effectivity and Revision Information

Effectivity Date: Revision Date: Revision Number: Notes on Revision:
September 21, 2020

Prepared by: Reviewed by: Recommending Approval: Approved:

CECIL BARCELON FELIX DEXTER . BARRION, DMT, FBE ROSE ANNA L. REFUERZO, DM. LYDIA M. MORANTE, D.A
Part-time Instructor, Marketing Department Head, Marketing Department Dean, College of Business and Entrep. OIC-Vice President for Academic Affairs

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