CUSTOMER RELATIONSHIP MANAGEMENT

MKT5CRM

2020

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 digital technology. The subject is designed to develop your ability to understand and integrate the possibilities that recent advances in digital technology 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 digital century. The different components of CRM strategies are examined before surveying the relevant CRM tools used by contemporary businesses. Presented from both industry and researcher perspectives, this subject also addresses the implementation of CRM strategies.

School: La Trobe Business School (Pre 2022)

Credit points: 15

Subject Co-ordinator: Ninh Nguyen

Available to Study Abroad/Exchange Students: Yes

Subject year level: Year Level 5 - Masters

Exchange Students: No

Available as Elective: No

Learning Activities: N/A

Capstone subject: Yes

Subject particulars

Subject rules

Prerequisites: Students must have completed 120 credit points of their course prior to enrolling in this subject

Co-requisites: N/A

Incompatible subjects: N/A

Equivalent subjects: N/A

Quota Management Strategy: N/A

Quota-conditions or rules: N/A

Special conditions: N/A

Minimum credit point requirement: N/A

Assumed knowledge: N/A

Learning resources

CRM: The founddtion of contemporary marketing strategy

Resource Type: Book

Resource Requirement: Recommended

Author: Roger Baran & Robert Galka

Year: 2013

Edition/Volume: N/A

Publisher: CENGAGE LEARNING

ISBN: N/A

Chapter/article title: N/A

Chapter/issue: N/A

URL: N/A

Other description: N/A

Source location: N/A

Customer Relationship Management- Concepts and tools, Routledge.

Resource Type: Book

Resource Requirement: Prescribed

Author: Buttle, F. &Maklan, S

Year: 2019

Edition/Volume: N/A

Publisher: ROUTLEDGE

ISBN: 1136412565, 9781136412561, 9781856175227

Chapter/article title: N/A

Chapter/issue: N/A

URL: N/A

Other description: N/A

Source location: N/A

Career Ready

Career-focused: No

Work-based learning: No

Self sourced or Uni sourced: N/A

Entire subject or partial subject: N/A

Total hours/days required: N/A

Location of WBL activity (region): N/A

WBL addtional requirements: N/A

Graduate capabilities & intended learning outcomes

Graduate Capabilities

COMMUNICATION - Communicating and Influencing

DISCIPLINE KNOWLEDGE AND SKILLS

INQUIRY AND ANALYSIS - Creativity and Innovation

INQUIRY AND ANALYSIS - Critical Thinking and Problem Solving

INQUIRY AND ANALYSIS - Research and Evidence-Based Inquiry

PERSONAL AND PROFESSIONAL - Leadership and Teamwork

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

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

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

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

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

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

Melbourne (Bundoora), 2020, Semester 1, Day

Overview

Online enrolment: Yes

Maximum enrolment size: N/A

Enrolment information: N/A

Subject Instance Co-ordinator: Ninh Nguyen

Class requirements

SeminarWeek: 10 - 22
One 3.00 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	Category	Contribution	Hurdle	%	ILO*
In-class test totalling 2.5 hours (2500 words)Demonstrate competence in the GCs and knowledge of CRM content at an advanced level	N/A	N/A	N/A	No	40	SILO1, SILO2, SILO3, SILO4, SILO5, SILO6
One 2,500-word individual digital implications major assignmentProficiency in CRM digital software use and application to industry	N/A	N/A	N/A	No	40	SILO1, SILO3, SILO5, SILO6
One group class presentation/case study analysis and digital applications (1000 words per student)Oral presentation skills at an advanced level in varied contexts	N/A	N/A	N/A	No	20	SILO1, SILO3, SILO5, SILO6

City Campus, 2020, Semester 1, Night

Overview

Online enrolment: Yes

Maximum enrolment size: N/A

Enrolment information: N/A

Subject Instance Co-ordinator: Ninh Nguyen

Class requirements

SeminarWeek: 10 - 22
One 3.00 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	Category	Contribution	Hurdle	%	ILO*
In-class test totalling 2.5 hours (2500 words)Demonstrate competence in the GCs and knowledge of CRM content at an advanced level	N/A	N/A	N/A	No	40	SILO1, SILO2, SILO3, SILO4, SILO5, SILO6
One 2,500-word individual digital implications major assignmentProficiency in CRM digital software use and application to industry	N/A	N/A	N/A	No	40	SILO1, SILO3, SILO5, SILO6
One group class presentation/case study analysis and digital applications (1000 words per student)Oral presentation skills at an advanced level in varied contexts	N/A	N/A	N/A	No	20	SILO1, SILO3, SILO5, SILO6

Melbourne (Bundoora), 2020, Semester 2, Day

Overview

Online enrolment: Yes

Maximum enrolment size: N/A

Enrolment information: N/A

Subject Instance Co-ordinator: Ninh Nguyen

Class requirements

SeminarWeek: 31 - 43
One 3.00 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	Category	Contribution	Hurdle	%	ILO*
In-class test totalling 2.5 hours (2500 words)Demonstrate competence in the GCs and knowledge of CRM content at an advanced level	N/A	N/A	N/A	No	40	SILO1, SILO2, SILO3, SILO4, SILO5, SILO6
One 2,500-word individual digital implications major assignmentProficiency in CRM digital software use and application to industry	N/A	N/A	N/A	No	40	SILO1, SILO3, SILO5, SILO6
One group class presentation/case study analysis and digital applications (1000 words per student)Oral presentation skills at an advanced level in varied contexts	N/A	N/A	N/A	No	20	SILO1, SILO3, SILO5, SILO6

City Campus, 2020, Semester 2, Night

Overview

Online enrolment: Yes

Maximum enrolment size: N/A

Enrolment information: N/A

Subject Instance Co-ordinator: Ninh Nguyen

Class requirements

SeminarWeek: 31 - 43
One 3.00 hours seminar per week on weekdays at night from week 31 to week 43 and delivered via face-to-face.

Assessments

Assessment element	Comments	Category	Contribution	Hurdle	%	ILO*
In-class test totalling 2.5 hours (2500 words)Demonstrate competence in the GCs and knowledge of CRM content at an advanced level	N/A	N/A	N/A	No	40	SILO1, SILO2, SILO3, SILO4, SILO5, SILO6
One 2,500-word individual digital implications major assignmentProficiency in CRM digital software use and application to industry	N/A	N/A	N/A	No	40	SILO1, SILO3, SILO5, SILO6
One group class presentation/case study analysis and digital applications (1000 words per student)Oral presentation skills at an advanced level in varied contexts	N/A	N/A	N/A	No	20	SILO1, SILO3, SILO5, SILO6