mkt5crm customer relationship mgt
CUSTOMER RELATIONSHIP MANAGEMENT
MKT5CRM
2019
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 and students must have completed 120 credit points of their course prior to enrolling in this subject.
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, F. &Maklan, S, 2015 | ROUTLEDGE |
| Readings | CRM: The founddtion of contemporary marketing strategy | Recommended | Roger Baran & Robert Galka, 2013 | CENGAGE 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…
City Campus, 2019, Semester 1, Day
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorClare D'Souza
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 | % | ILO* |
|---|---|---|---|
| in-class test totaling 2.5 hours | 2000 words approx | 40 | 01, 02, 03, 04, 05, 06 |
| one 2,500-word individual major assignment | 2,500 words | 40 | 01, 03, 05, 06 |
| one group class presentation/case study analysis | 1,000-words equivalent per student | 20 | 01, 03, 05, 06 |
City Campus, 2019, Semester 2, Day
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorGillian Sullivan Mort
Class requirements
SeminarWeek: 31 - 43
One 3.0 hours seminar per week on weekdays during the day from week 31 to week 43 and delivered via face-to-face.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| in-class test totaling 2.5 hours | 2000 words approx | 40 | 01, 02, 03, 04, 05, 06 |
| one 2,500-word individual major assignment | 2,500 words | 40 | 01, 03, 05, 06 |
| one group class presentation/case study analysis | 1,000-words equivalent per student | 20 | 01, 03, 05, 06 |
Melbourne, 2019, Semester 1, Day
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorClare D'Souza
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 | % | ILO* |
|---|---|---|---|
| in-class test totaling 2.5 hours | 2000 words approx | 40 | 01, 02, 03, 04, 05, 06 |
| one 2,500-word individual major assignment | 2,500 words | 40 | 01, 03, 05, 06 |
| one group class presentation/case study analysis | 1,000-words equivalent per student | 20 | 01, 03, 05, 06 |
Melbourne, 2019, Semester 2, Day
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorGillian Sullivan Mort
Class requirements
SeminarWeek: 31 - 43
One 3.0 hours seminar per week on weekdays during the day from week 31 to week 43 and delivered via face-to-face.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| in-class test totaling 2.5 hours | 2000 words approx | 40 | 01, 02, 03, 04, 05, 06 |
| one 2,500-word individual major assignment | 2,500 words | 40 | 01, 03, 05, 06 |
| one group class presentation/case study analysis | 1,000-words equivalent per student | 20 | 01, 03, 05, 06 |