| CODE | TTC1125 | ||||||||||||
| TITLE | Customer Relations Management | ||||||||||||
| UM LEVEL | 01 - Year 1 in Modular Undergraduate Course | ||||||||||||
| MQF LEVEL | 5 | ||||||||||||
| ECTS CREDITS | 4 | ||||||||||||
| DEPARTMENT | Tourism Management | ||||||||||||
| DESCRIPTION | This study-unit will provide students with an opportunity to understand the importance of effective customer relations management and its influences on the tourism industry, especially the positive effect it has on customer retention and on the credibility of the business. Undergoing a Customer Relationship Management review requires learners to analyse technical and complicated systems. This unit sorts through a myriad of information and presents the basics needed to engage in effective CRM. Study-unit Aims: This study-unit seeks to examine how effective CRM has short- and long-term effects on the tourism and hospitality industry. The importance of sound customer relations management knowledge and skills allows for best practices to be implemented to sustain high levels of performance and business returns. In a highly competitive environment, students shall be encouraged to develop awareness about the implementation of various aspects of CRM projects, including the designing, building and developing a CRM strategy as part of effective CRM. Learning Outcomes: 1. Knowledge & Understanding By the end of the study-unit the student will be able to: - Assess various relationship management theories; - Assess appropriate partners for customer relationship management; - Evaluate the performance of CRM within an organization; - Review various CRM tools; - Synthesize and interpret the seven core strategic management principles; - Assess the need for CRM and highlight its overall effect an organization. 2. Skills By the end of the study-unit the student will be able to: - Be responsible for the successful implementation of various CRM projects; - Design, build and develop a CRM strategy; - Create, maintain and monitor a customer related database; - Investigate data manipulation within a customer database; - Complete professional customer portfolios; - Advise on the role of CRM to ensure a positive customer experience; - Demonstrate effectiveness when dealing with issues that might arise specifically within the area of CRM. Main Text/s and any supplementary readings: Main Text • Buttle, F. (2009). Customer relationship management concepts and technologies. Amsterdam: Elsevier Butterworth-Heinemann. • Buttle, F. (2003). Customer relationship management concepts and tools. Amsterdam: Elsevier Butterworth-Heinemann. Other Readings: • Keramati, A. & Sangari, M.S. (2011) ‘A success framework to investigate critical factors associated with implementation of customer relationship management’, International Journal of Customer Relationship Marketing and Management, 2(2), 43–62. • Öztayşi, B., Sezgin, S. and Fahri Özok, A. (2011) ‘A measurement tool for customer relationship management processes’, Industrial Management & Data Systems, 111(6), 943–960. |
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| STUDY-UNIT TYPE | Lecture and Independent Study | ||||||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Noel Buttigieg Viana Hassan |
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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 2023/4. It may be subject to change in subsequent years. |
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