CUSTOMER RELATIONSHIP MANAGEMENT

MKT5CRM

2021

Credit points: 15

Subject outline

In this subject you will integrate the possibilities that recent advances in digital technology provide to develop marketing strategies that benefit customers and improve financial returns. You will explore the theory underlying and digital application of relationships with customers, including ethical issues. You will study the different components of Customer Relationship Management strategies before surveying relevant tools used by contemporary businesses.

SchoolLa Trobe Business School

Credit points15

Subject Co-ordinatorMalliga Marimuthu

Available to Study Abroad/Exchange StudentsYes

Subject year levelYear Level 5 - Masters

Available as ElectiveYes

Learning ActivitiesLectures, tutorials, in class test, assessment task, oral presentation, group assignment, reports, discussions and readings

Capstone subjectYes

Subject particulars

Subject rules

Prerequisites 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

Quota Management StrategyN/A

Quota-conditions or rulesN/A

Special conditionsN/A

Minimum credit point requirementN/A

Assumed knowledgeN/A

Readings

CRM: The foundation of contemporary marketing strategy

Resource TypeRecommended

Resource RequirementN/A

AuthorRoger Baran & Robert Galka

Year2016

Edition/Volume2nd

PublisherCENGAGE LEARNING

ISBN9781138919525

Chapter/article titleN/A

Chapter/issueN/A

URLN/A

Other descriptionN/A

Source locationN/A

Customer Relationship Management- Concepts and tools, Routledge.

Resource TypePrescribed

Resource RequirementN/A

AuthorButtle, F. &Maklan, S

Year2019

Edition/Volume4th

PublisherROUTLEDGE

ISBN1136412565, 9781136412561, 9781856175227, 9781138498259

Chapter/article titleN/A

Chapter/issueN/A

URLN/A

Other descriptionN/A

Source locationN/A

Career Ready

Career-focusedNo

Work-based learningNo

Self sourced or Uni sourcedN/A

Entire subject or partial subjectN/A

Total hours/days requiredN/A

Location of WBL activity (region)N/A

WBL addtional requirementsN/A

Graduate capabilities & intended learning outcomes

Graduate Capabilities

Intended Learning Outcomes

01. Critically reflect upon and apply ethical and sustainable reasoning, standards or codes of practice relevant to the discipline and make decisions that are informed by scholarly, professional, societal or global concerns
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 in practical digital situations

Subject options

Select to view your study options…

Start date between: and    Key dates

Melbourne (Bundoora), 2021, Semester 1, Day

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorMalliga Marimuthu

Class requirements

SeminarWeek: 10 - 22
One 3.00 h seminar per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.

Assessments

Assessment elementCommentsCategoryContributionHurdle% ILO*

In-class test totalling 2.5 hours (Equivalent to 2500 words). Demonstrate competence in the GCs and knowledge of CRM content at an advanced level

N/AOther written examIndividualNo40 SILO1, SILO2, SILO3, SILO4, SILO5, SILO6

One 2,500-word individual digital implications major assignment Proficiency in CRM digital software use and application to industry

N/AAssignmentIndividualNo40 SILO1, SILO3, SILO5, SILO6

One group class presentation/case study analysis and digital applications (Equivalent to 1000 words per student). Oral presentation skills at an advanced level in varied contexts

N/AOtherGroupNo20 SILO1, SILO3, SILO5, SILO6

City Campus, 2021, Semester 2, Night

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorMalliga Marimuthu

Class requirements

SeminarWeek: 31 - 43
One 3.00 h seminar per week on weekdays during the day from week 31 to week 43 and delivered via face-to-face.

Assessments

Assessment elementCommentsCategoryContributionHurdle% ILO*

In-class test totalling 2.5 hours (Equivalent to 2500 words). Demonstrate competence in the GCs and knowledge of CRM content at an advanced level

N/AOther written examIndividualNo40 SILO1, SILO2, SILO3, SILO4, SILO5, SILO6

One 2,500-word individual digital implications major assignment Proficiency in CRM digital software use and application to industry

N/AAssignmentIndividualNo40 SILO1, SILO3, SILO5, SILO6

One group class presentation/case study analysis and digital applications (Equivalent to 1000 words per student). Oral presentation skills at an advanced level in varied contexts

N/AOtherGroupNo20 SILO1, SILO3, SILO5, SILO6