Group Presentation (15 minutes) covering elements of the IDIC Model (50%) taking place in Week 5
Critical evaluation of an existing CRM system (50%) 1500 words

As the internet is becoming more and more important in business life, many companies consider it as an opportunity to reduce customer-service costs, tighten customer relationships and most importantly, further personalize marketing messages and enable mass customisations. E-CRM is being adopted by companies because it increases customer loyalty and customer retention by improving customer satisfaction.
This module will look at the evolution of CRM and how information technology has impacted on the way customer relationships can be managed. Areas covered will include:
• Evolution of relationships with customers
• The thinking behind customer relationships
• The IDIC framework for understanding relationships
• Customisation and personalisation
• Data collection – privacy and trust issues
• The dark side of CRM and E-CRM
• Implementation of CRM and E-CRM – knowledge management
• Growth in complex E-CRM systems
• Current and future research in E-CRM

1. Achieve an understanding of Customer Relationship Management concepts and methods Knowledge and Understanding

2. Demonstrate knowledge of how information technology impacts on CRM
Application

3. Explore the rationale behind developing customer relationships
Enquiry

4. Critically appraise the conceptual and theoretical e-CRM literature
Learning

The Module will require students to commit 150 learning hours of which 36 will consist of contact time. The contact time will be a combination of lectures, workshops, projects, group work, use of relevant software and supported one-to-one activity. There will also be guest speakers who are CRM practitioners. The teaching and learning is designed to give students a broad theoretical overview of the conceptual frameworks needed to appraise the development and management of E-CRM and also give them the opportunity to apply their knowledge.

Blackboard and other online resources
Guest Speakers
Library

Peppers, D and Rogers, M (2011) Managing Customer Relationships: A Strategic Framework (John Wiley and Sons)

Van Belleghem,S (2015) When Digital Becomes Human: The Transformation of Customer Relationships Kogan Page

Baron, S, Conway, T and Warnaby, G Relationship Marketing – A Consumer Experience Approach (2011) Sage

Ryan, D and Jones, C Understanding Digital Marketing (2012) Kogan Page