Module Code: |
H9CRM |
Long Title
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Marketing Insights and Customer Relationship Management
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Title
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Customer Relationship Marketing
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Module Level: |
LEVEL 9 |
EQF Level: |
7 |
EHEA Level: |
Second Cycle |
Module Coordinator: |
Louise (F) Maguire |
Module Author: |
OLIVIA LEE |
Departments: |
School of Business
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Specifications of the qualifications and experience required of staff |
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Learning Outcomes |
On successful completion of this module the learner will be able to: |
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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).
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No recommendations listed |
Co-requisite Modules
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No Co-requisite modules listed |
Module Content & Assessment
Indicative Content |
Introduction to CRM
The Importance and Elusiveness of Customer Loyalty: Creating Customer Satisfaction: Creating Customer Value: Relationship Marketing
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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
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Customer Loyalty
The Value Proposition: Customer Lifetime Value: The Total Customer Experience: Customer Retention
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Services Industry
The Characteristics of Services: Employee Service: Servicescapes: Social Facilitation Theory
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CRM Strategy
Implementing Effective CRM Strategies; Why CRM Fails: Situational Analysis: Building Capabilities
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The Analytical CRM Process
Problem Formulation and Strategic Objectives; Data Preparation; Analysis; Data mining and Machine Learning techniques
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Segmenting the Market
Basis for Market Segmentation: R-F-M - Recency, Frequency, Monetary: VALS: The Gravity of the Decision Spectrum
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Loyalty Schemes
Do Loyalty Schemes Work?: The Brand Web: Data Mining: Market Basket Analysis: Data Mining: Customer Insights
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Customer and Employee Relationships
Internal Marketing: Organisational Climate: Empowerment: Frontline Employees: Emotional Labour: Burnout
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Communications and CRM
Direct Marketing: Permission Based Marketing: Database Management, Social CRM, CMR
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Assessment Breakdown | % |
Coursework | 50.00% |
End of Module Assessment | 50.00% |
AssessmentsFull 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 |
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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 |
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Reassessment Requirement |
Repeat failed items
The student must repeat any item failed
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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 |
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Francis Buttle, Stan Maklan. (2019), Customer Relationship Management, Concepts and Technologies, 4th. 15, Routledge, United Kingdom, p.444, [ISBN: 978-1-138-49826-6].
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John Egan. (2011), Relationship Marketing: Exploring Relational Strategies in Marketing, 4th Edition. Pearson Education Limited, Essex, England.
| Supplementary Book Resources |
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Adrian Payne. (2013), Strategic Customer Management: Integrating Relationship Marketing and CRM, Cambridge University Press, [ISBN: 978-110764922].
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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 |
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This module does not have any other resources |
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