| CODE | CRC5622 | ||||||||
| TITLE | Customer Relationship Management | ||||||||
| UM LEVEL | 05 - Postgraduate Modular Diploma or Degree Course | ||||||||
| MQF LEVEL | 7 | ||||||||
| ECTS CREDITS | 5 | ||||||||
| DEPARTMENT | Corporate Communication | ||||||||
| DESCRIPTION | Customer relationship management (CRM) is perceived by many to be limited to the use of information technologies, to manage customer relationships. This is a rather myopic view of CRM. Customer relationship management is all about relationships that firms wish to establish with customers. It involves the active management of people, processes and technologies which, when properly coordinated, enable those relationships to flourish, for the mutual benefit of both firms and their customers. Customers interact with firms at the various touch points along the customer journey, These touch points may be found on different platforms and may include customer on-boarding, cross-selling, loyalty management as well as customer win-back. Digital customer relationship management involves the use of Internet communications channels and technologies, which are deployed to enhance both CRM and customer experience management (CXM) schemes. Study-Unit Aims: During this study-unit, students will learn about CRM and relationship management solutions and strategies which would, in turn, enable them to better understand how to manage complex relationships. This study-unit seeks to provide an overview of the CRM domain specifically by examining the four different types of CRM, namely: strategic, operational, analytical and collaborative. Moreover, students will learn how CRM integrates internal processes and functions, and external networks, to create and deliver value to targeted customers at a profit. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - Summarize why Customer Relationship Management (CRM) is essential for attracting, retaining and growing loyal customers - Observe how successful firms apply CRM for improving marketing, sales, customer service, and customer contact. 2. Skills: By the end of the study-unit the student will be able to: - Critically evaluate the relationship management paradigm - Determine the uses and objectives of a CRM system - Write and build strategic and operational CRM plans - Evaluate alternative strategies and critically assess - Identify best practices in implementing a CRM strategy - Collaborate effectively with business development & sales teams. Main Text/s and any supplementary readings: Main Texts: - Francis Buttle. Customer Relationship Management: Concepts and Technologies Butterworth-Heinemann publications. (Latest edition). |
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| STUDY-UNIT TYPE | Lecture, Seminar & Independent Study | ||||||||
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| LECTURER/S | Joseph Vella |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2024/5. It may be subject to change in subsequent years. |
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