Credit Points 10

Legacy Code 200736

Coordinator Nicole Stegemann Opens in new window

Description This is a hands-on unit introducing students to the concept and application of customer relationship marketing. It will present an understanding of relationship management principles as well as an overview and analysis of the various techniques available to companies. This unit will examine CRM in the context of different industries and examine the impact that CRM can have on firm performance. The key is to develop an understanding of customer and consumer needs and aspirations to create effective and long-term relationship strategies. There will be a emphasis on consumer loyalty programs and value-added services. It will also examine how CRM can fit into the overall strategy of the firm.

School Business

Discipline Marketing

Student Contribution Band HECS Band 4 10cp

Level Postgraduate Coursework Level 7 subject

Restrictions

Students must be enrolled in a postgraduate program.

Learning Outcomes

On successful completion of this subject, students should be able to:

1. Demonstrate an understanding of key CRM concepts and techniques
2. Illustrate ROI implications for CRM
3. Development of CRM strategies for marketing organisation
4. Demonstrate the importance of CRM strategies to enhance customer relationships

Subject Content

Introduction to Customer Relationship Marketing
Paradigm Shift in Marketing
Consumer Motivations to Engage with Marketers
Business Customer Motivations and Longterm Benefits
Consumer Lifetime Value
Data Mining
Loyalty Programs: Retailer Programs, Memberships and Contracts
Internet as CRM tool
Brand Communities
Added Value
Business CRM strategies