mkt5crm customer relationship mgt

CUSTOMER RELATIONSHIP MANAGEMENT

MKT5CRM

2014

Credit points: 15

Subject outline

Students should enrol in this subject with the understanding that CRM is a constantly evolving business discipline that impacts on the general management of people, processes and technology. The subject is designed to develop a student's ability to understand and integrate the possibilities that recent advances in e-business provide in order to develop marketing strategies that can benefit customers and improve financial returns. It explores the nature of CRM and establishes its relevance to marketing in the 21st century. The different components of CRM strategies are examined before surveying the relevant CRM tools used by contemporary businesses. Presented from both practitioner and researcher perspectives, this subject also addresses the implementation of CRM strategies.

FacultyFaculty of Business, Economics and Law

Credit points15

Subject Co-ordinatorNavin Veerapa

Available to Study Abroad StudentsYes

Subject year levelYear Level 5 - Masters

Exchange StudentsYes

Subject particulars

Subject rules

Prerequisites MKT5MMA or BUA5MKG or MKT5IMM

Co-requisitesN/A

Incompatible subjectsN/A

Equivalent subjectsN/A

Special conditionsN/A

Learning resources

Readings

Resource TypeTitleResource RequirementAuthor and YearPublisher
ReadingsCustomer Relationship Management- Concepts and tools, Routledge. ISBN 1136412565, 9781136412561, 9781856175227PrescribedButtle, Francis, 2012,ROUTLEDGE
ReadingsPrinciples of Customer Relationship Management- Cengage Learning, ISBN-10: (0-324-32238-0) ISBN-13: (978-0-324-32238-5)RecommendedBaran/Galka/Strunk, 2008,CENGAGE LEARNING

Subject options

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Start date between: and    Key dates

Melbourne, 2014, Semester 1, Day

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorNavin Veerapa

Class requirements

SeminarWeek: 10 - 22
One 3.0 hours seminar per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.

Assessments

Assessment elementComments%
in-class test totaling 2.5 hours40
one 2,500-word individual major assignment40
one group class presentation/case study analysis1,000-words equivalent per student20

Melbourne, 2014, Semester 2, Day

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorNavin Veerapa

Class requirements

LectureWeek: 31 - 43
One 1.0 hours lecture per week on weekdays at night from week 31 to week 43 and delivered via face-to-face.

Scheduled Online ClassWeek: 31 - 43
One 2.0 hours scheduled online class per week from week 31 to week 43 and delivered via online.
"Blended learning delivery On-line delivery of lecture / case study / journal article analysis (2 hour equivalent)"

Assessments

Assessment elementComments%
in-class test totaling 2.5 hours40
one 2,500-word individual major assignment40
one group class presentation/case study analysis1,000-words equivalent per student20