Module Code: H9CRM
Long Title Marketing Insights and Customer Relationship Management
Title 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: School of Business
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 Understand firms’ internal and external relationships with all stakeholders and how they contribute to business success.
LO2 Understand and critique relationship marketing strategies
LO3 Compare and contrast 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 Discuss the management of the customer lifecycle: customer acquisition, customer retention and critically, in the development of customer loyalty.
LO5 Describe 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
The Importance and Elusiveness of Customer Loyalty: Creating Customer Satisfaction: Creating Customer Value: Relationship Marketing
Contemporary CRM
Value-Based CRM; Customer Life Cycle; Behavioural Dimensions of Customer Relationships; The Sales Maturity Model; Operational CRM vs. Analytical CRM; 360° Customer Centric view
Customer Loyalty
The Value Proposition: Customer Lifetime Value: The Total Customer Experience: Customer Retention
Services Industry
The Characteristics of Services: Employee Service: Servicescapes: Social Facilitation Theory
CRM Strategy
Implementing Effective CRM Strategies; Why CRM Fails: Situational Analysis: Building Capabilities
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
Do Loyalty Schemes Work?: The Brand Web: Data Mining: Market Basket Analysis: Data Mining: Customer Insights
Customer and Employee Relationships
Internal Marketing: Organisational Climate: Empowerment: Frontline Employees: Emotional Labour: Burnout
Communications and CRM
Direct Marketing: Permission Based Marketing: Database Management, Social CRM, CMR
Assessment Breakdown%
Coursework50.00%
End of Module Assessment50.00%

Assessments

Full Time

Coursework
Assessment Type: CA 1 (0380) % of total: 50
Assessment Date: n/a Outcome addressed: 1,2,3,4,5,6
Non-Marked: No
Assessment Description:
n/a
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:
n/a
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
 

Module Resources

Recommended Book Resources
  • Francis Buttle, Stan Maklan. (2019), Customer Relationship Management, Concepts and Technologies, 4th. 15, Routledge, United Kingdom, p.444, [ISBN: 978-1-138-49826-6].
  • John Egan. (2011), Relationship Marketing: Exploring Relational Strategies in Marketing, 4th Edition. Pearson Education Limited, Essex, England.
Supplementary Book Resources
  • Adrian Payne. (2013), Strategic Customer Management: Integrating Relationship Marketing and CRM, Cambridge University Press, [ISBN: 978-110764922].
  • Paul Greenberg. (2010), CRM at the Speed of Light: Social CRM Strategies,Tools and Techniques for Engaging your Customers, 4th. McGraw-Hill.
This module does not have any article/paper resources
This module does not have any other resources
Discussion Note: