NBS8236 : Customer Relationship Management
NBS8236 : Customer Relationship Management
- Offered for Year: 2024/25
- Module Leader(s): Dr Josephine Go Jefferies
- Owning School: Newcastle University Business School
- Teaching Location: Newcastle City Campus
Semesters
Your programme is made up of credits, the total differs on programme to programme.
| Semester 2 Credit Value: | 10 |
| ECTS Credits: | 5.0 |
| European Credit Transfer System | |
Pre-requisite
Modules you must have done previously to study this module
Pre Requisite Comment
N/A
Co-Requisite
Modules you need to take at the same time
Co Requisite Comment
None
Aims
This module aims to encourage understanding, knowledge and critical appraisal of the strategic management of customer relations. It relates CRM to delivering value in digital business in order to equip graduates with the skills and ability to play an effective role in enabling their organisations to succeed in realising the strategic potential of CRM.
Outline Of Syllabus
• Strategic customer management
• Relationship marketing: Development and key concepts
• Customer value creation
• Building relationships with multiple stakeholders
• Relationships and technology: Digital marketing and social media
• CRM: Strategy development
• CRM: Enterprise value creation
• CRM: Multi-channel integration
• CRM: Information and technology management
• CRM: Performance assessment
• CRM: Organising for implementation
Learning Outcomes
Intended Knowledge Outcomes
By the end of this module I will be able to:
• Appraise and reflect on CRM problems and issues by applying theory to promote corporate social responsibility and sustainability in relation to digital business
• Interpret complex organisational environments and phenomena to propose and deliver value through problem solving (via exposure to simulated and real-world problems)
Intended Skill Outcomes
By the end of this module I will have developed skills as follows:
• written communication (via written exam)
• interpersonal communication (via class discussions)
Teaching Methods
Teaching Activities
| Category | Activity | Number | Length | Student Hours | Comment |
|---|---|---|---|---|---|
| Guided Independent Study | Assessment preparation and completion | 1 | 28:00 | 28:00 | Time for students to complete formative and summative coursework & assessments |
| Scheduled Learning And Teaching Activities | Lecture | 11 | 2:00 | 22:00 | PIP lectures |
| Guided Independent Study | Directed research and reading | 1 | 33:00 | 33:00 | Estimated based on 3 hours per teaching week (not necessarily to do in that week) |
| Guided Independent Study | Independent study | 1 | 17:00 | 17:00 | N/A |
| Total | 100:00 |
Jointly Taught With
| Code | Title |
|---|---|
| NBS8946 | Customer Relationship Management |
Teaching Rationale And Relationship
Formal lectures provide the theoretical framework for understanding the strategic management of customer relationships. Student-centered classroom discussion and private study focus on set reading to enhance students' understanding of the material presented in lectures and for preparation of the examination.
Reading Lists
Assessment Methods
The format of resits will be determined by the Board of Examiners
Exams
| Description | Length | Semester | When Set | Percentage | Comment |
|---|---|---|---|---|---|
| Written Examination | 120 | 2 | A | 100 | 2-hour open book written exam |
Exam Pairings
| Module Code | Module Title | Semester | Comment |
|---|---|---|---|
| Customer Relationship Management | 2 | Dual Award Shadow module |
Formative Assessments
Formative Assessment is an assessment which develops your skills in being assessed, allows for you to receive feedback, and prepares you for being assessed. However, it does not count to your final mark.
| Description | Semester | When Set | Comment |
|---|---|---|---|
| Oral Presentation | 2 | M | in-class group presentations and classroom discussions |
Assessment Rationale And Relationship
Formative assessment is through student-led presentations. Students' suggested answers to case study questions will be challenged during classroom discussion. The written examination assesses students' understanding of CRM/Relationship Marketing theory and their ability to apply it to relevant issues.
NBS8236 CRM’s formative assessment is through group work. Students are set a case study and must prepare a presentation summarising the case study and intended learning outcomes from answering the set questions.
This work is a compulsory course requirement for all students. All students are assigned to a group and a week during which their presentation is scheduled during the course of the module.
Their presentation is the basis of student-led discussion and formative feedback is provided verbally to the whole class - both through the points that are made in the classroom by their peers and guidance for further study.
The summative assessment remains the open book exam based on one of the case studies covered during the module — but of course with different questions set. It is in students' interest to focus on learning one case study in depth and to attend the lectures interrogating the presentations from other students.
Timetable
- Timetable Website: www.ncl.ac.uk/timetable/
- NBS8236's Timetable
Past Exam Papers
- Exam Papers Online : www.ncl.ac.uk/exam.papers/
- NBS8236's past Exam Papers
General Notes
N/A
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Disclaimer
The information contained within the Module Catalogue relates to the 2024 academic year.
In accordance with University Terms and Conditions, the University makes all reasonable efforts to deliver the modules as described.
Modules may be amended on an annual basis to take account of changing staff expertise, developments in the discipline, the requirements of external bodies and partners, and student feedback. Module information for the 2025/26 entry will be published here in early-April 2025. Queries about information in the Module Catalogue should in the first instance be addressed to your School Office.