NBS8946 : Customer Relationship Management
- Offered for Year: 2021/22
- Module Leader(s): Dr Josephine Go Jefferies
- Owning School: Newcastle University Business School
- Teaching Location: Newcastle City Campus
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
Please note that module leaders are reviewing the module teaching and assessment methods for Semester 2 modules, in light of the Covid-19 restrictions. There may also be a few further changes to Semester 1 modules. Final information will be available by the end of August 2020 in for Semester 1 modules and the end of October 2020 for Semester 2 modules.
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 |
| Structured Guided Learning | Lecture materials | 6 | 1:00 | 6:00 | Pre-recorded lecture materials |
| Scheduled Learning And Teaching Activities | Lecture | 6 | 1:00 | 6:00 | 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) |
| Scheduled Learning And Teaching Activities | Small group teaching | 1 | 3:00 | 3:00 | PIP seminars |
| Structured Guided Learning | Structured non-synchronous discussion | 2 | 0:30 | 1:00 | 2 per semester |
| Guided Independent Study | Independent study | 1 | 21:00 | 21:00 | N/A |
| Scheduled Learning And Teaching Activities | Scheduled on-line contact time | 2 | 1:00 | 2:00 | 2 hours whole cohort sessions (e.g. 1 whole cohort intro, 1 pre-assessment clinic) |
| Total | 100:00 |
Jointly Taught With
| Code | Title |
|---|---|
| NBS8236 | 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.
Assessment Methods
Please note that module leaders are reviewing the module teaching and assessment methods for Semester 2 modules, in light of the Covid-19 restrictions. There may also be a few further changes to Semester 1 modules. Final information will be available by the end of August 2020 in for Semester 1 modules and the end of October 2020 for Semester 2 modules.
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 | Open book written exam - take home 24hr |
Exam Pairings
| Module Code | Module Title | Semester | Comment |
|---|---|---|---|
| NBS8236 | Customer Relationship Management | 2 | N/A |
Formative Assessments
| Description | Semester | When Set | Comment |
|---|---|---|---|
| Oral Presentation | 1 | M | In-class group presentations and classroom discussions |
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
- Timetable Website: www.ncl.ac.uk/timetable/
- NBS8946's Timetable