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 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 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.