Client and Customer Relationship Management

Course aim

To teach students the key elements of managing customer relationships, and how to critically evaluate the strategies, metrics and technologies commonly used in customer relationship management systems.

Course content

CRM systems and structures, examples of CRM applications including B2B, costs and benefits of CRM strategies, CRM metrics and calculations, impacts of CRM programs on marketing activities including customer loyalty, word-of-mouth, cross/up selling and channel management, use of CRM databases for data mining, campaign management, benchmarking and identifying latent segments, impacts of mobile and internet technologies on CRM, impacts of ethics and government regulation on CRM, emerging CRM trends.

Textbook(s)

Nil

Prerequisite(s)

Common to all relevant programs
Subject Area & Catalogue Number	Course Name
MARK 1010	Marketing Principles: Trading and Exchange

Corequisite(s)

Nil

Teaching method

Component	Duration
INTERNAL, CITY WEST
Preparatory	1 x 1 week
Lecture	2 hours x 13 weeks
Tutorial	1 hour x 13 weeks
EXTERNAL, CITY WEST, DISTANCE EDUCATION
External (Moderated online student discussions)	2 hours/week x 13 weeks
External	1 hour equiv. x 13 weeks
INTERNAL, OFFSHORE, TAYLOR'S BUSINESS SCHOOL
Lecture	2 hours x 14 weeks
Tutorial	2 hours x 13 weeks
INTERNAL, OFFSHORE, HONG KONG BAPTIST UNIVERSITY (INTENSIVE)
Workshop	2.5 hours x 8 days
Tutorial	10 hours x across 14 weeks

Note: These components may or may not be scheduled in every study period. Please refer to the timetable for further details.

Assessment

Examination, Major Assignment, Minor Assignment (Quiz) - 4 multiple choice quizzes

Fees

EFTSL*: 0.125
Commonwealth Supported program (Band 4C)
To determine the fee for this course as part of a Commonwealth Supported program, go to:
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Fee-paying program for domestic and international students
International students and students undertaking this course as part of a postgraduate fee paying program must refer to the relevant program home page to determine the cost for undertaking this course.

Non-award enrolment
Non-award tuition fees are set by the university. To determine the cost of this course, go to:
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Not all courses are available on all of the above bases, and students must check to ensure that they are permitted to enrol in a particular course.

* Equivalent Full Time Study Load. Please note: all EFTSL values are published and calculated at ten decimal places. Values are displayed to three decimal places for ease of interpretation.