mkt5crm customer relationship mgt
CUSTOMER RELATIONSHIP MANAGEMENT
MKT5CRM
2015
Credit points: 15
Subject outline
Students should enrol in this subject with the understanding that CRM is a constantly evolving business discipline that impacts on the general management of people, processes and technology. The subject is designed to develop a student's ability to understand and integrate the possibilities that recent advances in e-business provide in order to develop marketing strategies that can benefit customers and improve financial returns. It explores the nature of CRM and establishes its relevance to marketing in the 21st century. The different components of CRM strategies are examined before surveying the relevant CRM tools used by contemporary businesses. Presented from both practitioner and researcher perspectives, this subject also addresses the implementation of CRM strategies.
SchoolLa Trobe Business School
Credit points15
Subject Co-ordinatorGillian Sullivan Mort
Available to Study Abroad StudentsYes
Subject year levelYear Level 5 - Masters
Exchange StudentsYes
Subject particulars
Subject rules
Prerequisites MKT5MMA or BUA5MKG or MKT5IMM
Co-requisitesN/A
Incompatible subjectsN/A
Equivalent subjectsN/A
Special conditionsN/A
Learning resources
Readings
| Resource Type | Title | Resource Requirement | Author and Year | Publisher |
|---|---|---|---|---|
| Readings | Customer Relationship Management- Concepts and tools, Routledge. ISBN 1136412565, 9781136412561, 9781856175227 | Prescribed | Buttle, Francis, 2012, | ROUTLEDGE |
| Readings | Principles of Customer Relationship Management- Cengage Learning, ISBN-10: (0-324-32238-0) ISBN-13: (978-0-324-32238-5) | Recommended | Baran/Galka/Strunk, 2008, | CENGAGE LEARNING |
Graduate capabilities & intended learning outcomes
01. Understand the main underlying theories and concepts of effective Customer Relationship Management
- Activities:
- Lectures and tutorials
02. Understand the need to customise CRM initiatives to reflect the business processes, culture, assets and systems associated with the organisation
- Activities:
- Lectures and tutorials
03. Exhibit a comprehensive understanding of how CRM concepts can be applied in industry
- Activities:
- Lectures and tutorials
04. Assess the impact of CRM initiatives on overall organisational effectiveness
- Activities:
- Lectures and tutorials
05. Formulate recommendations for the improvement of the CRM strategy of a business organisation
- Activities:
- Lectures and tutorials
Subject options
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Melbourne, 2015, Semester 1, Day
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorClare D'Souza
Class requirements
SeminarWeek: 10 - 22
One 3.0 hours seminar per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| in-class test totaling 2.5 hours | 40 | 01, 02, 03, 04, 05 | |
| one 2,500-word individual major assignment | 40 | 01, 02, 03, 04, 05 | |
| one group class presentation/case study analysis | 1,000-words equivalent per student | 20 | 01, 02 |
Melbourne, 2015, Semester 2, Day
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorClare D'Souza
Class requirements
LectureWeek: 31 - 43
One 3.0 hours lecture per week on weekdays at night from week 31 to week 43 and delivered via face-to-face.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| in-class test totaling 2.5 hours | 40 | 01, 02, 03, 04, 05 | |
| one 2,500-word individual major assignment | 40 | 01, 02, 03, 04, 05 | |
| one group class presentation/case study analysis | 1,000-words equivalent per student | 20 | 01, 02 |