CUSTOMER RELATIONSHIP MANAGEMENT

MKT5CRM

2015

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.

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, 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

Graduate capabilities & intended learning outcomes

01. Understand the main underlying theories and concepts of effective Customer Relationship Management

Activities:
Lectures and tutorials

02. Understand the need to customise CRM initiatives to reflect the business processes, culture, assets and systems associated with the organisation

Activities:
Lectures and tutorials

03. Exhibit a comprehensive understanding of how CRM concepts can be applied in industry

Activities:
Lectures and tutorials

04. Assess the impact of CRM initiatives on overall organisational effectiveness

Activities:
Lectures and tutorials

05. Formulate recommendations for the improvement of the CRM strategy of a business organisation

Activities:
Lectures and tutorials

Subject options

Select to view your study options…

Start date between: and    Key dates

Melbourne, 2015, Semester 1, Day

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorClare D'Souza

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 hours40 01, 02, 03, 04, 05
one 2,500-word individual major assignment40 01, 02, 03, 04, 05
one group class presentation/case study analysis1,000-words equivalent per student20 01, 02

Melbourne, 2015, Semester 2, Day

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorClare D'Souza

Class requirements

Lecture Week: 31 - 43
One 3.0 hours lecture 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 hours40 01, 02, 03, 04, 05
one 2,500-word individual major assignment40 01, 02, 03, 04, 05
one group class presentation/case study analysis1,000-words equivalent per student20 01, 02