Using RFM approach with PBL to course design
Based on Problem-Based Learning (PBL) concept, this study creates an advertising script by conducting RFM (recency, frequency, monetary) approach from the data analysis in customer relationship management (CRM) course. In PBL process, the students themselves should use RFM method to make segment fro...
Saved in:
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
CV. Media Digital Publikasi Indonesia
2022-09-01
|
| Series: | Journal of Science and Education |
| Subjects: | |
| Online Access: | https://jse.rezkimedia.org/index.php/jse/article/view/133 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1841563191062036480 |
|---|---|
| author | Hui-Hsin Huang |
| author_facet | Hui-Hsin Huang |
| author_sort | Hui-Hsin Huang |
| collection | DOAJ |
| description | Based on Problem-Based Learning (PBL) concept, this study creates an advertising script by conducting RFM (recency, frequency, monetary) approach from the data analysis in customer relationship management (CRM) course. In PBL process, the students themselves should use RFM method to make segment from the customer database of service industries and find out the characteristics of target segment based on the demographic variables and according to these traits to form their advertising scripts. Through finding the highest value of segment as the target customer, they should focus on the characteristic of their choice target and create an advertising script to attract this segment by their traits. These processes of steps can provide the course design of CRM or advertising project to make creation from customer targeting. |
| format | Article |
| id | doaj-art-07cb0ea6a6944e178d835c808c834b5f |
| institution | Kabale University |
| issn | 2745-5351 |
| language | English |
| publishDate | 2022-09-01 |
| publisher | CV. Media Digital Publikasi Indonesia |
| record_format | Article |
| series | Journal of Science and Education |
| spelling | doaj-art-07cb0ea6a6944e178d835c808c834b5f2025-01-03T00:09:28ZengCV. Media Digital Publikasi IndonesiaJournal of Science and Education2745-53512022-09-013111210.56003/jse.v3i1.133133Using RFM approach with PBL to course designHui-Hsin Huang0Department of Advertising &Public Relations, Fu Jen Catholic UniversityBased on Problem-Based Learning (PBL) concept, this study creates an advertising script by conducting RFM (recency, frequency, monetary) approach from the data analysis in customer relationship management (CRM) course. In PBL process, the students themselves should use RFM method to make segment from the customer database of service industries and find out the characteristics of target segment based on the demographic variables and according to these traits to form their advertising scripts. Through finding the highest value of segment as the target customer, they should focus on the characteristic of their choice target and create an advertising script to attract this segment by their traits. These processes of steps can provide the course design of CRM or advertising project to make creation from customer targeting.https://jse.rezkimedia.org/index.php/jse/article/view/133advertising scriptcourse designproblem based learningrfm |
| spellingShingle | Hui-Hsin Huang Using RFM approach with PBL to course design Journal of Science and Education advertising script course design problem based learning rfm |
| title | Using RFM approach with PBL to course design |
| title_full | Using RFM approach with PBL to course design |
| title_fullStr | Using RFM approach with PBL to course design |
| title_full_unstemmed | Using RFM approach with PBL to course design |
| title_short | Using RFM approach with PBL to course design |
| title_sort | using rfm approach with pbl to course design |
| topic | advertising script course design problem based learning rfm |
| url | https://jse.rezkimedia.org/index.php/jse/article/view/133 |
| work_keys_str_mv | AT huihsinhuang usingrfmapproachwithpbltocoursedesign |