Customer Relationship Management

MKT5900

Title	Customer Relationship Management
Code	MKT5900
School	RBS
Module Level	5
Module Code	MKT5900
Available Summer	N
Semester	1
Credits	12
ECTS Credits	6
Contact Hours	48
Course Length (wks)	12
Course Leader	Anya Nikulina
Lecturers	Anya Nikulina
Course Aims	The module aims to: Provide an understanding of the transactional and relationship marketing paradigms Allow students to develop appropriate strategies to manage a customer portfolio. Equip students with a range of techniques that will allow them to understand the complexity of relationship management Encourage student’s in developing practical skills relating to the information needs for developing a successful customer relationship strategy
Course Content	The key skills under review in this module are analytical skills in terms of using quantitative and qualitative method to dissect programs and create solutions. Additional skills including oral and written communications skills will also be developed and assessed through presentations and reports. The skills of effective teamwork will underpin the group work process. To summarise, the following skills are developed: Oral & Written Communication Team Work Problem Solving & Analysis Information Technology
Learning Outcomes	On completion of this module, students should be able to: LO1 Gain an understanding of the role of CRM in delivering customer value and learn to how to apply practical customer relationship knowledge to an organisation. LO2 Develop an understanding of how best to develop, implement, evaluate and improve CRM in an organisation. LO3 Understand the implications of relationship marketing for the other business functions. LO4 Understand the principles of using CRM software as an enabler of relationship marketing. LO5 Apply relationship marketing theory to a range of customer-supplier scenarios.
Presentation	Students will be taught using a variety of methods including lectures, discussion, group work and seminars. Lectures will be used to impart theory and knowledge. Students will be asked to apply the theory to “real world scenarios” through case study analysis conducted in a group format. Guest lecturers will provide students with application of customer relationship management strategies and insight into the business world.
Reading Recommended	ARUSSY L. (2005), Passionate and Profitable: Why Customer Strategies Fail and 10 Steps to Do Them Right! John Wiley and Sons. BARNES J. (2000), Secrets of Customer Relationship Management, McGraw-Hill Publishing. BLATTBERG, R. et al (2001), Customer Equity: Building and Managing Relationships as Valuable Assets, Harvard Business School Press. BROWN S. (2000), Customer Relationship Management, John Wiley and Sons. CURRY J. and CURRY A. (2000), The Customer Marketing Method, Free Press. DYCHE, J. (2002), The CRM Handbook. Addison Wesley. GAMBLE P. (2002), Up Close and Personal? Customer Relationship Marketing @ Work, 2nd Ed, Kogan Page. GUMMESSON, E. (1999), Total Relationship Marketing: Rethinking Marketing Management: from 4Ps to 20 Rs. Butterworth-Heinemann. HOLLENSEN, S. (2003), Marketing Management: A Relationship Approach, FT Prentice Hall. LUENGO-JONES S. (2000), All to One, McGraw-Hill Publishing. NEWELL F., ROGERS M. (2002), Loyalty.com, McGraw-Hill. SEYBOLD P. (2001), The Customer Revolution, Random House Business Books. SINDELL K. (2000), Loyalty Marketing for the Internet Age: How to Identify, Attract, Serve, and Retain Customers in an E-Commerce Environment, Dearborn Financial Publishing. STONE M. and FOSS B. (2002), CRM in Financial Services, Kogan Page. ZIKMUND, W. (2003), Customer Relationship Management: Integrating Marketing Strategy and Information Technology, Wiley & Sons.
Reading Required	PEELEN E. (2005), Customer Relationship Management, FT Prentice Hall.
Pre-Requisites	MKT4700 Principles of Marketing
Asseseement Methods	Continuous Assessment - Week 3, 5 and 9 - 35% Group Project - Week 7 - 15% Written Examination - Exam Week - 50%
Weekly Schedule	Introduction to CRM/CRM Marketing Aspects/Relationship marketing Customer-Supplier Relationships/Relationship Orientated Organisations Relationship Strategies/Framework for Developing CRM Strategies Developing People Capabilities for CRM Operational/Analytical/Collaborative CRM Customer Loyalty and Customer Satisfaction Relationship Policy Relationship Data Management/Knowledge Management/Data Protection Data Mining/Segmentation and Selection Customer Retention, Winback, and Acquisition Strategies CRM and Marketing Activities (Multi-Channelling, e-CRM, Call Centres, Individualisation) Key Account Management/B2B Focus