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.
Faculty: Faculty of Business, Economics and Law
Credit points: 15
Subject Co-ordinator: Navin Veerapa
Available to Study Abroad Students: Yes
Subject year level: Year Level 5 - Masters
Exchange Students: Yes
Subject particulars
Subject rules
Prerequisites: MKT5MMA or BUA5MKG or MKT5IMM
Co-requisites: N/A
Incompatible subjects: N/A
Equivalent subjects: N/A
Special conditions: N/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 |
Melbourne, 2014, Semester 1, Day
Overview
Online enrolment: Yes
Maximum enrolment size: N/A
Enrolment information:
Subject Instance Co-ordinator: Navin 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 enrolment: Yes
Maximum enrolment size: N/A
Enrolment information:
Subject Instance Co-ordinator: Navin 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 |