CUSTOMER RELATIONSHIP MANAGEMENT

MKT5CRM

2018

Credit points: 15

Subject outline

You 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 your 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.

SchoolLa Trobe Business School

Credit points15

Subject Co-ordinatorGillian Sullivan Mort

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

Readings

Resource TypeTitleResource RequirementAuthor and YearPublisher
ReadingsCustomer Relationship Management- Concepts and tools, Routledge. ISBN 1136412565, 9781136412561, 9781856175227PrescribedButtle, F. &Maklan, S, 2015ROUTLEDGE
ReadingsCRM: The founddtion of contemporary marketing strategyRecommendedRoger Baran & Robert Galka, 2013CENGAGE LEARNING

Graduate capabilities & intended learning outcomes

01. Apply ethical and sustainable reasoning, standards or codes of practice relevant to the discipline and make decisions that are informed by social and cultural understanding

Activities:
Lectures and tutorials
Related graduate capabilities and elements:
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Personal and Professional Skills (Teamwork including leadership and working in groups,Ethical behaviour)
Discipline -Specific Knowledge and Skills (Discipline-Specific Knowledge and Skills)

02. Communicate effectively through professional oral presentations appropriate to varied contexts and audiences

Activities:
Assessment task - oral presentation
Related graduate capabilities and elements:
Literacies and Communication Skills (Speaking)
Personal and Professional Skills (Teamwork including leadership and working in groups,Ethical behaviour)
Discipline -Specific Knowledge and Skills (Discipline-Specific Knowledge and Skills)

03. Communicate effectivel through written tasks appropriate to varied contexts and audiences

Activities:
Assessment tasks (critical review of key CRM issues and company report)
Related graduate capabilities and elements:
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Personal and Professional Skills (Teamwork including leadership and working in groups,Ethical behaviour)
Discipline -Specific Knowledge and Skills (Discipline-Specific Knowledge and Skills)

04. Demonstrate effective team skills in order to contribute appropriately to the production of a group output

Activities:
Assessment (group presentation of critical review of key CRM issues)
Related graduate capabilities and elements:
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Personal and Professional Skills (Teamwork including leadership and working in groups,Ethical behaviour)
Discipline -Specific Knowledge and Skills (Discipline-Specific Knowledge and Skills)

05. Identify research and critically analyse information relevant to an organisational problem or issue, be able to synthesise that information in order to evaluate potential solutions, develop programs and make recommendation or otherwise effectively address the problem or issue

Activities:
All assessment tasks (group presentation, individual report and in-class test) developed in a way to enable candidates to obtain the requisite skills and expertise
Related graduate capabilities and elements:
Literacies and Communication Skills (Speaking)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Personal and Professional Skills (Teamwork including leadership and working in groups,Ethical behaviour)
Discipline -Specific Knowledge and Skills (Discipline-Specific Knowledge and Skills)

06. Integrate and apply marketing theory and skills to practical situations

Activities:
Discussions and readings that cover key concepts and theoretical frameworks. All assessment provide the opportunity to critically engage with issues relating to customer relationship management
Related graduate capabilities and elements:
Literacies and Communication Skills (Speaking)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Personal and Professional Skills (Teamwork including leadership and working in groups,Ethical behaviour)
Discipline -Specific Knowledge and Skills (Discipline-Specific Knowledge and Skills)

Subject options

Select to view your study options…

Start date between: and    Key dates

Melbourne, 2018, Semester 1, Day

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorGillian Sullivan Mort

Class requirements

Seminar Week: 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% ILO*
in-class test totaling 2.5 hours2000 words approx40 01, 02, 03, 04, 05, 06
one 2,500-word individual major assignment2,500 words40 01, 03, 05, 06
one group class presentation/case study analysis1,000-words equivalent per student20 01, 03, 05, 06

Melbourne, 2018, Semester 2, Day

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorGillian Sullivan Mort

Class requirements

Seminar Week: 31 - 43
One 3.0 hours seminar per week on weekdays at night from week 31 to week 43 and delivered via face-to-face.

Assessments

Assessment elementComments% ILO*
in-class test totaling 2.5 hours2000 words approx40 01, 02, 03, 04, 05, 06
one 2,500-word individual major assignment2,500 words40 01, 03, 05, 06
one group class presentation/case study analysis1,000-words equivalent per student20 01, 03, 05, 06