EMT301e Customer Relationship Management Level: 3 Credit Units: 5 Credit Units Presentation Pattern: EVERY JULY E-Learning: BLENDED - Learning is done MAINLY online using interactive study materials in MyUniSIM. Students receive guidance and support from online instructors via discussion forums and emails. This is supplemented with SOME face-to-face sessions. If the course has an exam component, this will be administered on-campus. Synopsis: EMT301 Customer Relationship Management will equip students with an understanding of the models of key customer behaviour such as customer satisfaction, loyalty, customer defection, word-of-mouth. It also equips students in developing and implementing CRM strategies. In addition, it also discusses ethical issues, customers as critical assets, business intelligence and knowledge management. Topics: ƔOrigins of CRM ƔEra of the Social Customer and Relationship Dynamics ƔCRM Strategy and Marketing ƔAnalytical CRM ƔOperational CRM ƔPlanning and Implementing CRM Projects ƔSystems and Implementation ƔDeveloping and Using Customer-related Databases ƔCustomer Portfolios ƔCreating Value for Customers ƔManaging the Customer Lifecycle: Customer Acquisition, Development & Retention ƔInformation Technology for CRM Textbooks: Peelen Ed.: Customer Relationship Management, 2nd Edition 2005 Prentice Hall ISBN-13: 9780273774952-AA Peelen Ed.: Customer Relationship Management, 2nd Edition 2005 Prentice Hall ISBN-13: 9780273774952
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Learning Outcome: ƔInterpret the key models of key customer behavior ƔDiscuss Customer Relationship Management (CRM), its characteristics, its context and its many relations to the rest of the business organization through strategy, marketing, customer growth, operations, and systems & implementation ƔAppraise the multi facetted communication requirements with customers in an increasingly multi channeled environment of new social media, and its potential powerful impact on increasing customer satisfaction and retention for growth ƔDemonstrate the ability to harness the capabilities of CRM and its role in customer facing organizations ƔExamine ethical issues, customers as critical assets, business intelligence and knowledge management ƔPropose and implement CRM (Customer Relationship Management) strategies Assessment Strategies: Continuous Assessment Component PRE-CLASS QUIZ PRE-CLASS QUIZ PRE-CLASS QUIZ QUIZ TUTOR-MARKED ASSIGNMENT Sub-Total
Weightage (%) 2 2 2 10 14 30
Examinable Component Written Exam Sub-Total
Weightage (%) 70 70
Weightage Total
100
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