Module Descriptors
CRM AND MANAGING THE CUSTOMER INTERFACE
ENTP50021
Key Facts
School of Justice, Security and Sustainability
Level 5
15 credits
Contact
Leader: Hazel Squire
Email: H.Squire@staffs.ac.uk
Hours of Study
Scheduled Learning and Teaching Activities: 12
Independent Study Hours: 138
Total Learning Hours: 150
Assessment
- REPORT weighted at 100%
Module Details
Module Resources
Blackboard website
University Campus Library
Off-campus, on-line library resources
Web-based journals and electronic magazines
Access to Institute of Direct Marketing learning resources (subject to membership)
Appropriate media material as directed by tutor
Practitioner magazines and trade associations
Access to the Internet and library resources
Presentation materials
Video facilities
University Campus Library
Off-campus, on-line library resources
Web-based journals and electronic magazines
Access to Institute of Direct Marketing learning resources (subject to membership)
Appropriate media material as directed by tutor
Practitioner magazines and trade associations
Access to the Internet and library resources
Presentation materials
Video facilities
Module Learning Strategies
The module develops essential knowledge of new communications technology used in communicating with customers to maximise customer value, and considerable use is made of IT and web based solutions, including new media.
The learning strategy for this module requires students to commit 150 learning hours (including assessment). This will include 12 hours of class support, delivered during two 6 hour study days. The first day will introduce the subject and explore aspects of the module content and the summative assessment. The second day will provide the opportunity to examine aspects of the subject in more depth and clarify any issues arising from the assessment brief.
In the 138 hours of independent and self directed study students are expected to engage with the learning material on the module website, undertake additional research / reading, undertake formative tasks to reinforce the learning, relate the subject to their your workplace, have contact with their Tutor / Mentor and prepare coursework assignments.
The class sessions will include formal lectures, case study analysis and group discussions based on student experiences in the subject area. Students will be encouraged to integrate their work based experiences with new knowledge and skills developed in the classroom as the module progresses.
The learning strategy for this module requires students to commit 150 learning hours (including assessment). This will include 12 hours of class support, delivered during two 6 hour study days. The first day will introduce the subject and explore aspects of the module content and the summative assessment. The second day will provide the opportunity to examine aspects of the subject in more depth and clarify any issues arising from the assessment brief.
In the 138 hours of independent and self directed study students are expected to engage with the learning material on the module website, undertake additional research / reading, undertake formative tasks to reinforce the learning, relate the subject to their your workplace, have contact with their Tutor / Mentor and prepare coursework assignments.
The class sessions will include formal lectures, case study analysis and group discussions based on student experiences in the subject area. Students will be encouraged to integrate their work based experiences with new knowledge and skills developed in the classroom as the module progresses.
Module Texts
Peelen, E. (2005).Customer Relationship Management. 1st Edition. Pearson
Tapp, A. (2008). Principles of Direct and Database Marketing 4th Edition. Prentice Hall
Tapp, A. (2008). Principles of Direct and Database Marketing 4th Edition. Prentice Hall
Module Indicative Content
The module aims to develop an understanding and practice of using the full range of communication tools in managing customer relationships, and the development of interactive customer databases. Particular focus is placed on the use of new communications technology and the efficient use of direct marketing techniques.
This module will cover:
- The principles of Direct and Database marketing
- The customer database - analysis and applications
- Data analysis and data mining
- CRM as an integral business strategy
- Multichannel communication
- Inbound and Outbound Telemarketing
- Account management through call centres and telemarketing
- Digital Marketing and New Media
- Customer acquisition and customer retention
- Customer loyalty and lifetime value
- Cross-selling and Up-selling
- Selling through intermediaries
- Data protection
This module will cover:
- The principles of Direct and Database marketing
- The customer database - analysis and applications
- Data analysis and data mining
- CRM as an integral business strategy
- Multichannel communication
- Inbound and Outbound Telemarketing
- Account management through call centres and telemarketing
- Digital Marketing and New Media
- Customer acquisition and customer retention
- Customer loyalty and lifetime value
- Cross-selling and Up-selling
- Selling through intermediaries
- Data protection
Module Additional Assessment Details
An individual work based assignment of (2000 words), (100%) providing a critical review of a contemporary CRM or Direct Marketing topic and its implication for their industry, with recommendations (covering all learning outcomes).