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.

SchoolLa Trobe Business School

Credit points15

Subject Co-ordinatorNinh Nguyen

Available to Study Abroad/Exchange StudentsYes

Subject year levelYear Level 5 - Masters

Available as ElectiveNo

Learning ActivitiesN/A

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 founddtion of contemporary marketing strategy

Resource TypeRecommended

Resource RequirementN/A

AuthorRoger Baran & Robert Galka

Year2013

Edition/VolumeN/A

PublisherCENGAGE LEARNING

ISBNN/A

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/VolumeN/A

PublisherROUTLEDGE

ISBN1136412565, 9781136412561, 9781856175227

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

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

Subject options

Select to view your study options…

Start date between: and    Key dates

Melbourne (Bundoora), 2020, Semester 1, Day

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorNinh Nguyen

Class requirements

Seminar Week: 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 (2500 words) Demonstrate competence in the GCs and knowledge of CRM content at an advanced levelN/AN/AN/ANo40 SILO1, SILO2, SILO3, SILO4, SILO5, SILO6
One 2,500-word individual digital implications major assignment Proficiency in CRM digital software use and application to industryN/AN/AN/ANo40 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 contextsN/AN/AN/ANo20 SILO1, SILO3, SILO5, SILO6

City Campus, 2020, Semester 1, Night

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorNinh Nguyen

Class requirements

Seminar Week: 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 (2500 words) Demonstrate competence in the GCs and knowledge of CRM content at an advanced levelN/AN/AN/ANo40 SILO1, SILO2, SILO3, SILO4, SILO5, SILO6
One 2,500-word individual digital implications major assignment Proficiency in CRM digital software use and application to industryN/AN/AN/ANo40 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 contextsN/AN/AN/ANo20 SILO1, SILO3, SILO5, SILO6

Melbourne (Bundoora), 2020, Semester 2, Day

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorNinh Nguyen

Class requirements

Seminar Week: 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 (2500 words) Demonstrate competence in the GCs and knowledge of CRM content at an advanced levelN/AN/AN/ANo40 SILO1, SILO2, SILO3, SILO4, SILO5, SILO6
One 2,500-word individual digital implications major assignment Proficiency in CRM digital software use and application to industryN/AN/AN/ANo40 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 contextsN/AN/AN/ANo20 SILO1, SILO3, SILO5, SILO6

City Campus, 2020, Semester 2, Night

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorNinh Nguyen

Class requirements

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

Assessments

Assessment elementCommentsCategoryContributionHurdle% ILO*
In-class test totalling 2.5 hours (2500 words) Demonstrate competence in the GCs and knowledge of CRM content at an advanced levelN/AN/AN/ANo40 SILO1, SILO2, SILO3, SILO4, SILO5, SILO6
One 2,500-word individual digital implications major assignment Proficiency in CRM digital software use and application to industryN/AN/AN/ANo40 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 contextsN/AN/AN/ANo20 SILO1, SILO3, SILO5, SILO6