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 Type | Title | Resource Requirement | Author and Year | Publisher |
---|---|---|---|---|
Readings | Customer Relationship Management- Concepts and tools, Routledge. ISBN 1136412565, 9781136412561, 9781856175227 | Prescribed | Buttle, Francis, 2012, | ROUTLEDGE |
Readings | Principles of Customer Relationship Management- Cengage Learning, ISBN-10: (0-324-32238-0) ISBN-13: (978-0-324-32238-5) | Recommended | Baran/Galka/Strunk, 2008, | CENGAGE LEARNING |
Subject options
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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 element | Comments | % |
---|---|---|
in-class test totaling 2.5 hours | 40 | |
one 2,500-word individual major assignment | 40 | |
one group class presentation/case study analysis | 1,000-words equivalent per student | 20 |
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 element | Comments | % |
---|---|---|
in-class test totaling 2.5 hours | 40 | |
one 2,500-word individual major assignment | 40 | |
one group class presentation/case study analysis | 1,000-words equivalent per student | 20 |