Customer Relationship Management

Unit Code:HBM522

Credit Points	Duration	Contact Hours	Campus	Prerequisite	Corequisite
12.5 Credit Points	One teaching period	36 hours	Hawthorn	Completion of all units in the Graduate Certificate of Marketing or equivalent.	Nil

Related Course/s:

An elective unit of study in the Master of Marketing suite, Master of Marketing Global Leadership Program and Master of Multimedia.

Note: Students enrolled in the Master of Multimedia must have completed either HBM110/N The Marketing Concept/Fundamentals of Marketing or HBM220/N Market Behaviour/Buyer Behaviour, or an equivalent unit.

Aims & Objectives:

This unit teaches students how to manage data about customers. Learn about the rapid changes in the development and management of customer relationships. Understand the frameworkds that help businesses adapt to these changes. Apply techniques aimed at creating and maintaining mutually rewarding relationships between businesses and individual customers and how to use information to support those relationships. Understand how to use technology regarding the customer information database. Know how to find marketing opportunities withing customer relationship management.

Upon completion of this unit students will be able to:

Know about the rapid changes evident in industry today regarding the development and management of customer relationships.
Understand the frameworks that facilitate the adaptability of business to these changes.
Apply techniques aimed at creating and maintaining mutually rewarding relationships between businesses and individual consumers
Understand the utilisation of technology, with specific reference to the customer database
Use practical insights into marketing opportunities in the field of customer relationship marketing.

Teaching Methods:

Classes in either weekly or block mode

Assessment:

Online participation 40% - 50%
Exam 50% - 60%

Generic Skills Outcomes:

Study of this Unit will help students to develop the following Key Generic Skills:

Analysis skills
Analysis and modelling skills
Research skills
Problem solving skills
Business model development skills
Communications skills
Presentation skills
Strategic thinking skills
Ability to tackle unfamiliar problems
Ability to work independently
Ability to engage in critical enquiry and discussion
Ability to tackle ethical business matters

Content:

What is CRM and its relative importance to business?
Issues and implications of CRM.
Growth of data driven marketing (DDM) techniques.
Implications for 'traditional marketing' techniques.
Segmentation in the context of CRM.
Data collection tools (lists, direct response marketing etc).
Database development and maintenance.
Utilizing the marketing database.
Creative marketing strategy for developing CRM.
Accountability and CRM programs.
Privacy and related issues.
Trends for the future of CRM
Change of organisational focus and implementation

Reading Materials:

Students are advised to check the unit outline in the relevant teaching period for appropriate textbooks and further reading.