| CODE | CRC3020 | ||||||
| TITLE | Customer Relationship Management (CRM) in the Digital Era | ||||||
| UM LEVEL | 03 - Years 2, 3, 4 in Modular Undergraduate Course | ||||||
| MQF LEVEL | 6 | ||||||
| ECTS CREDITS | 4 | ||||||
| DEPARTMENT | Corporate Communication | ||||||
| DESCRIPTION | This study-unit explores the evolving role of Customer Relationship Management (CRM) in the digital age, focusing on how digital tools and technologies are transforming customer interactions, engagement, and loyalty. Students will learn how CRM systems leverage data analytics, artificial intelligence, and social media to create personalised experiences and build meaningful relationships with customers. Through a blend of theoretical understanding and practical case studies, this unit equips students with the skills to develop and implement effective CRM strategies that drive business growth and enhance customer satisfaction in a highly connected digital world. Study-Unit Aims: The aims of the study-unit are to: - Apply digital CRM tools to effectively manage customer relationships and enhance customer experiences; - Implement AI-driven strategies to personalise customer interactions and foster loyalty; - Interpret customer data using CRM systems to generate insights for business decision-making; - Demonstrate how CRM practices can be employed to improve customer satisfaction and drive business growth in a digital context. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - Describe the evolution of CRM practices in response to digital transformation and the rise of AI; - Identify key digital tools and technologies used in modern CRM systems to enhance customer relationships; - Explain how AI-driven insights can be utilised to personalise customer interactions and improve engagement; - Illustrate the impact of CRM strategies on customer loyalty and business performance through real-world case studies. 2. Skills: By the end of the study-unit the student will be able to: - Apply CRM concepts to design effective strategies for managing customer relationships; - Implement AI-driven tools to personalise customer communication and improve customer engagement; - Interpret data insights to identify trends and patterns that support customer retention strategies; - Demonstrate transferable skills in problem-solving and data-driven decision-making within CRM processes, applicable across various business contexts. Main Text/s and any supplementary readings: Main Texts: - Prior, D. D., Buttle, F., & Maklan, S. (2024). Customer Relationship Management: Concepts, Applications and Technologies. Taylor & Francis. |
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| STUDY-UNIT TYPE | Lecture | ||||||
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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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