Swinburne University of Technology - Melbourne Australia
Future Students - Courses
Duration
Contact Hours
Campus
Prerequisite
Corequisite
12 weeks or equivalent
Minimum of 2 hours per week or equivalent for online students using discussion forum
Lilydale, Online
Nil
Credit Points: 12.5 Credit Points
This unit is for continuing students only and has no new intakes. A postgraduate unit at the Graduate Diploma level in the Master of Business (eBusiness and Communication) and Master of Management. Note: prior to 2008, the unit code for this unit was LEB601
Customer Relationship Management (CRM) that works leverages good quality data and effective data mining. It is more about culture, human resources and organizational issues than about information technology, although the later is recognised as a key enabler (Foss & Stone, 2002). This subject views the development of CRM systems and the impact of eBusiness on marketing and eMarketing. Marketing, like many other professional roles, is changing to become a more integrated part of enterprise management as the effects of eBusiness and related changes continue to develop. As enterprise workers or managers you will need the knowledge and capabilities to think differently and reconfigure enterprise activities. In this unit the focus is on value chain, selling chain and customer relationship management, and the related people management involved. The planning and implementation of effective CRM generally takes from 3 to 5 years and necessarily involves all facets of the business as it impacts upon every aspect of the enterprise. The outcomes of CRM are dependent on the workplace culture and the people within the organization as much as by the customer value driven approach and information available through the information systems. On completion of this unit you will be able to: Describe how in eBusiness the value chain has been reconfigured and the shift of power to customers and the implications for marketing activitiesDiscuss the nature and relevance of the selling chain and CRM for business outcomesUnderstand service related enterprise and CRM using financial services as the contextMake sense of changes occurring with CRM in different parts of the world and the importance of these changes for people working in financial servicesDescribe the benefits of supportive cultures and dynamic enterprise design in supporting CRM performance outcomesApply assessment models to CRM in relation to customer and people management and sustainable business performanceExplain and illustrate how a learning organisation can utilize CRM to adapt to the constant change in customer needs in relation to the enterprise value propositionApply the tools of systems thinking to selling chain and CRM related problems in the context of banking, brokerage, superannuation, insurance, home lending and wealth managementSolve problems in CRM for customer acquisition, customer retention and cross sellingAnalyse the risk and compliance issues relating to managing customersHave an awareness of channels of communication and value chain issues in relation to financial services, including retail, the Internet, intermediary relationships, direct or partnership selling and direct mailUnderstand how to work as in the role of marketer in business teams developing strategic response to change
On completion of this unit you will be able to:
Online delivery is supported by a unit outline with CDROM, a unit website with a variety of resources which may include lessons, learning objects (documents and presentations), virtual lectures, threaded discussions and interactive chat rooms. Face-to-face workshops may be conducted in a variety of configurations (weekly or 2 day blocks) subject to demand. International students will attend weekly workshops taking a work-related approach
Value chain, selling chain and CRM paper 30%, CRM research for eMarketing 30%, Presentation demonstrating integration of enterprise people relationship management and CRM 40%
On completion of this unit you will be developing these attributes: Are entrepreneurial through understanding and applying the principles of CRM to people management and adaptive strategy developmentUnderstand the principles of CRM systems, learning capability and culture necessary to meet customer needsUse assessment tools to understand the strengths and weaknesses of CRM systemsGain competence in sourcing, analysis, comprehension, organisation and communication of complex materials relevant to the unit contentGain competence in problem solving and presenting ideas both in written and spoken form through participating actively in workshops or Internet based classesDevelop an awareness of the different types of change occurring in the business environment as an outcome of studying CRM in a particular sector
On completion of this unit you will be developing these attributes:
CRM and Competitive advantage, customer service gaps and enterprise sustainabilityValue chain deconstruction, reconfiguration and reconstructionSelling chain and CRMFinancial services as a context for CRM and marketingManaging change and competing for customers in a an era of changeApplication of the principles and tools of selling chain and CRM to financial servicesOpportunity evaluation for marketing in rapid change, complexity and emerging patternsCRM, marketing plans and enterprise strategy
Dann, S & Dann, S, 2004, Strategic Internet Marketing 2.0, Joh-Wiley & Sons, Brisbane Foss, B & Stone, M. 2002, CRM in Financial Services: A Practical Guide to Making Customer Relationship Management Work, Kogan Page, London, UK Senge, P. The Learning Organisation, ADD Turban, E, King D, Lee, J & Viehland D. 2004, Electronic Commerce, A Managerial Perspective 2004, international edition, Pearson Prentice-Hall, New Jersey
