Module Code: H9MICRM
Long Title Marketing Insights and Customer Relationship Marketing
Title Marketing Insights and Customer Relationship Marketing
Module Level: LEVEL 9
EQF Level: 7
EHEA Level: Second Cycle
Credits: 5
Module Coordinator: Louise (F) Maguire
Module Author: OLIVIA LEE
Departments:  
Specifications of the qualifications and experience required of staff  
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Examine firms’ internal and external relationships with all stakeholders and how they contribute to business success.
LO2 Critique relationship marketing strategies
LO3 Critically reflect on customer behaviour in different exchange relationships such as in service settings, in how consumers interact with products, in how they consume experiences and events and also in business-to-business settings.
LO4 Analyse the management of the customer lifecycle: customer acquisition, customer retention and critically, in the development of customer loyalty.
LO5 Demonstrate full comprehension of CRM and related marketing techniques with an appreciation of their potential and limitations in real-world applications.
LO6 Apply analytical relationship management techniques to real-world data and extract meaningful customer insights.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is required before enrolment on this module. While the prior learning is expressed as named NCI module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
No recommendations listed
Co-requisite Modules
No Co-requisite modules listed
Entry requirements  
 

Module Content & Assessment

Indicative Content
Introduction to CRM
• What is Customer Relationship Marketing? The Concept of Relationship Marketing: Its Origins and Tenets: The Importance and Elusiveness of Customer Loyalty: The Benefits of Customer Loyalty; Creating Customer Satisfaction: The Five Q’s of Customer Satisfaction; Creating Customer Value
Contemporary CRM
• Value-Based CRM; Customer Life Cycle; Behavioural Dimensions of Customer Relationships; The Sales Maturity Model; Operational CRM vs. Analytical CRM; 360o Customer Centric view
Customer Loyalty
• The Value Proposition: Customer Acquisition versus Customer Retention, The Economics of Customer Retention and Customer Loyalty; Customer Lifetime Value: Exit Barriers; Switching Behaviour: Delivering the Total Customer Experience
Services Industry
• The Characteristics of Services: Experience versus Credence Services: Core Service, Employee Service and Servicescapes: Service Encounters: Social Facilitation Theory; Zone of Tolerance.
CRM Strategy
• What are the Principles of CRM? Implementing Effective CRM Strategies; Perceived Risk; Salience; The Importance of Trust; Why CRM Fails: Situational Analysis: Building Capabilities; SOSTAC
The Analytical CRM Process
• Problem Formulation and Strategic Objectives; Data Preparation; Analysis; Data mining and Machine Learning techniques
Segmenting the Market
• Basis for Market Segmentation: R-F-M - Recency, Frequency, Monetary: VALS: The Gravity of the Decision Spectrum
Loyalty Schemes
• What is Customer Loyalty? What is a Customer Loyalty Scheme? Do Loyalty Schemes Work?: The Brand Web: Data Mining: Market Basket Analysis: Data Mining: Customer Insights; Criticisms of Customer Loyalty Schemes. Loyalty Programme Success
Customer and Employee Relationships
• The Importance of Corporate Culture and Organisational Climate to Successful CRM; COSE (Customer Oriented Behaviour of Employees); Information SILOs; Internal Marketing:: Empowerment: Frontline Employees: Emotional Labour: Burnout
Communications and CRM
• Direct Marketing: Permission Based Marketing: Levels of Permission; Opt in versus Opt out; Dialogue versus Monologue, Customer co- option of Marketing Messages, Database Management, Social Media Marketing (Social CRM), CMR, Social Networks
Assessment Breakdown%
Coursework50.00%
End of Module Assessment50.00%

Assessments

Full Time

Coursework
Assessment Type: Assignment % of total: 50
Assessment Date: n/a Outcome addressed: 1,2,3,4,5,6
Non-Marked: No
Assessment Description:
Students will be required to complete two assignments – one assessing their knowledge of the theoretical CRM concepts and will therefore be either a case study or an essay. They will also be required to carry out an analytical assignment using CRM software to generate data and customer insights.
End of Module Assessment
Assessment Type: Terminal Exam % of total: 50
Assessment Date: End-of-Semester Outcome addressed: 1,2,3,4,5,6
Non-Marked: No
Assessment Description:
There will be a two hour final examination at the end of the semester.
No Workplace Assessment
Reassessment Requirement
Repeat failed items
The student must repeat any item failed

NCIRL reserves the right to alter the nature and timings of assessment

 

Module Workload

Module Target Workload Hours 0 Hours
Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture No Description 30 Every Week 30.00
Independent Learning No Description 95 Every Week 95.00
Total Weekly Contact Hours 30.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture No Description 30 Every Week 30.00
Independent Learning No Description 95 Every Week 95.00
Total Weekly Contact Hours 30.00
 

Module Resources

This module does not have any book resources
This module does not have any article/paper resources
This module does not have any other resources
Discussion Note: