| CODE | MRK3101 | |||||||||
| TITLE | Customer Relationship Management | |||||||||
| UM LEVEL | 03 - Years 2, 3, 4 in Modular Undergraduate Course | |||||||||
| MQF LEVEL | Not Applicable | |||||||||
| ECTS CREDITS | 4 | |||||||||
| DEPARTMENT | Marketing | |||||||||
| DESCRIPTION | The study-unit will be organised around the following topics: - CRM as a business strategy; - CRM Processes and systems; - Strategy and Organisation of CRM; - CRM Marketing Aspects; - Relationship data management; - Data analysis and data mining; - Segmentation and selections; - Retention and Cross-sell analysis; - Analysing the effects of marketing activities; - Operational CRM – Call centre management, internet and the website, and direct mail; - CRM Systems and their implementation. Study-unit Aims The primary goal of this study-unit will be to help the participants comprehend the meaning of customer relationship management and then addresses the organizational, marketing and strategic aspects of CRM. It then examines CRM as the domain of database managers and explores the operational aspects of CRM. Learning Outcomes 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - Comprehend the meaning of commonly used CRM terms and techniques such as acquisition rate, customer lifetime value, share of wallet etc; - Understand the various processes proposed to measure CRM effectiveness; - Know how to implement database marketing; - Analyse the implementation of CRM strategies in the areas of loyalty programmes, marketing campaigns, and channel management; - Understand the link between CRM and profits. 2. Skills: By the end of the study-unit the student will be able to: - Apply current CRM tools and methodologies; - Construct a balanced scorecard; - Analyse various CRM metrics. Main Text/s and any supplementary readings - Peelen, E. (2005), Customer Relationship Management, Essex: Pearson Education Limited Supplementary Texts: - Dyche, J. (2005), The CRM Handbook: A Business Guide To Customer Relationship Management, Addison-Westley Information Technology. Core textbook: - Buttle, F. (2008), Customer Relationship Management - Concepts and technologies, Second Edition, Elsevier Ltd. Additional Reading: - Peppers, D. and Rogers, M. (2011), Managing Customer Relationships: A Strategic Framework, Second Edition, Wiley Publications. For students to apply course material to current issues and promoting critical evaluation and debate, regular review of Marketing Journals and publications is recommended. Suggested periodicals include: - Journal of Consumer Policy - Journal of Consumer Research - Journal of Consumer Studies & Home Economics |
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| STUDY-UNIT TYPE | Lecture | |||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Claire Briffa |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2025/6. It may be subject to change in subsequent years. |
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