Postgraduate

Modules

Modules

NBS8236 : Customer Relationship Management

Semesters
Semester 2 Credit Value: 10
ECTS Credits: 5.0

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 e-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

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion132:0032:00N/A
Scheduled Learning And Teaching ActivitiesLecture92:0018:00N/A
Guided Independent StudyDirected research and reading125:0025:00N/A
Guided Independent StudyIndependent study125:0025:00N/A
Total100:00
Jointly Taught With
Code Title
NBS8946Customer 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.

Assessment Methods

The format of resits will be determined by the Board of Examiners

Exams
Description Length Semester When Set Percentage Comment
Written Examination1202A100Open book written exam
Exam Pairings
Module Code Module Title Semester Comment
LBS8236Customer Relationship Management2London equivalent module
NBS8946Customer Relationship Management2Dual Award Shadow module
Formative Assessments
Description Semester When Set Comment
Oral Presentation2MUnmarked 20 minute group presentations and peer assessment as course requirement
Assessment Rationale And Relationship

Formative assessment is through student-led presentations. Their 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 their interest to focus on learning one case study in depth and to attend the lectures interrogating the presentations from others.

Reading Lists

Timetable