Teaching Responsibility
LJMU Schools involved in Delivery:
LJMU Partner Taught
Learning Methods
Lecture
Seminar
Module Offerings
5711SERCBM-JAN-PAR
Aims
This module aims to encourage understanding, knowledge and critical appraisal of the strategic management of customer relations. It relates CRM to delivering value in e-business in order to equip graduates with the skills and ability to play an effective role in enabling their organisations to succeed in realising the strategic potential of CRM.
Learning Outcomes
1.
Evaluate the key and contemporaneous views of customer relationship management.
2.
Apply critical skills for building and managing customer and supplier partnership (s).
3.
Evaluate the conceptual foundations of relationship marketing and its link to further developments within this field of expertise.
Module Content
Outline Syllabus:CRM Theory and Development: Introduction to Customer Relationship, Management, History and Development of CRM, Relationship Marketing and CRM, Organization and CRM.
Data Management and Technology: CRM and Data Management, Technology and Data Platforms, Database and Customer Data Development.
Marketing Strategy: Business-to-Business CRM, Understanding the Customer-Company Profit Chain: Satisfaction, Loyalty, Retention, and Profits, The CRM Strategy Cycle - Acquisition, Retention, and Win-Back.
Marketing Strategy: The CRM Strategy Cycle - Acquisition, Retention, and Win-Back.
CRM Evaluation: CRM Program Measurement and Tools.
CRM New Horizons: Social Networking and CRM, CRM Trends, Challenges, and Opportunities.
Privacy, Ethics and Future of CRM
Module Overview:
This module aims to encourage understanding, knowledge and critical appraisal of the strategic management of customer relations. It relates CRM to delivering value in e-business in order to equip graduates with the skills and ability to play an effective role in enabling their organisations to succeed in realising the strategic potential of CRM.No Course Notes Were Provided.
This module aims to encourage understanding, knowledge and critical appraisal of the strategic management of customer relations. It relates CRM to delivering value in e-business in order to equip graduates with the skills and ability to play an effective role in enabling their organisations to succeed in realising the strategic potential of CRM.No Course Notes Were Provided.
Additional Information:No Course Notes Were Provided.
Assessments
Report
Exam