1. NAME OF COURSE  / MODULE CUSTOMER RELATIONSHIP MANAGEMENT
2. COURSE CODE MCD3033
3. NAME(S) OF ACADEMIC STAFF  
4. RATIONALE FOR THE INCLUSION OF THE COURSE/MODULE IN THE PROGRAMME The course will enhance student knowledgeable in advance marketing techniques using Customer Relationship Management (CRM) approach.
5. SEMESTER & YEAR OFFERED Semester 5/ Year 3
6. TOTAL STUDENT LEARNING TIME (SLT) Face to face:

L T P O
28 28 14 50

L=lecture ; T=Tutorial; P=Practical; O=Others (Exam)

Total Guided and Independent Learning:

120
7. CREDIT VALUE 120/40 = 3.00 (3 credit); 2+2
8. PREREQUISITE (IF ANY) NIL
9. OBJECTIVES 1.   To explain the concepts, metrics, and techniques which form the backbone of CRM activities.

2.   To evaluate and emphasize current development in the field of CRM.

3.   To define and provide clear examples and illustrations that tie concepts with real world scenarios.

4.   To discuss the structure of databases, their uses and benefits from a marketing standpoint, rather than a technical one.

5.   To understand the implications of CRM on marketing activities like loyalty programs, channel management, and planning promotional campaigns.

6.   To understand the potential for the growth of CRM as the dominant form of marketing strategy.

7.   To clearly illustrate the financial benefits of implementing various customer lifetime value based marketing strategies.

10. LEARNING OUTCOMES At the end of the course, learners will be able to:

1.   Respond the importance of strategicCustomer Relationship Management (LO2, P3)

2.   Illustrate the appropriate database marketing, loyalty program and campaign management of a financial services (LO3-CTPS3, C3)

3.   Proposethe strategic Customer Relationship Management in expanding customer lifetime value (LO7-LL3, A3)

11. TRANSFERABLE SKILLS Student should be able to develop a good understanding of Marketing of Financial Services through a process of lectures, tutorial and group assignment.
12. TEACHING-LEARNING AND ASSESSMENT STRATEGY Teaching-learning strategy:

·         The course will be taught through a combination of formal lectures, exercise, group work, using authentic materials, informal activities and various textbooks. Collaborative teamwork will be fosters throughout the course. The use of examination and internal reporting assessment will assess the student’s ability to apply theoretical concept in context.

Assessment strategy:

·         Formative

·         Summative

13. SYNOPSIS The objective of this course is to impart the knowledge the understanding on the principles and practices of marketing in relation to financial services. The area of financial services that are to be looked into are banking, risk management, unit trusts, trust organisations, investment services, hajj management and other related services. The main aspects that are to be adrressed are legal relationship between the providers of financial services, roles of marketers, organisation of marketing departments, planning and sales management. This course will be delivered through lectures, tutorials, discussions and presentations.
14. MODE OF DELIVERY Lectures, tutorial and online learning
15. ASSESSMENT METHODS AND TYPES
Component %
Continuous Assessment 50
Final examination 50
Total 100
16. CONTENT OUTLINE OF THE COURSE/MODULE AND SLT PER TOPIC

 

Topics Lecture Tutorial Test/Quiz/Exam Assignment Assessment (Library Search) Self-study Total SLT
CRM, Database Marketing, And Customer Value 2 2 2 6
CRM Industry Landscape&

Strategic CRM

4 4 6 14
Implementing The CRM Strategy 2 2 3 7
Customer-Based Marketing &Customer Value Metrics 4 4 6 14
Implementation of Database Marketing 2 2 3 7
Designing the Effectiveness of Loyalty Programs 4 4 6 14
Data Mining & Campaign Management 4 4 6 14
Applications of Database Marketing in B-to-C and B-to-B Scenarios 2 2 3 7
Application of The Customer Value Framework to Marketing Decisions 2 2 2 6
Issues in Customer Relationship Management: Ethics and Social Responsibility in Islamic Perspectives 2 2 3 7
Test/Quiz/Assessment 2 6 4 12
Final Exam 3 9 12
Total 28 28 5 6 13 40 120
17. REFERENCES Main references:

1.     V. Kumar, Werner J. Reinartz. 2012. Customer Relationship Management. Springer, New York.

Additional references:

1.     Roger Joseph Baran, Robert J. Galka. 2013. CRM: The Foundation of Contemporary Marketing Strategy. Routdedge, New York.
2.     Alok Kumar Rai. 2013. Customer Relationship Management: Concepts and Cases. PHI Learning Private Limited, New Delhi.
3.     Roger Joseph Baran, Robert J. Galka, Daniel P. Strunk. 2008. Principles of Customer Relationship Management. Thomson South-Western.
4.     Kamsol Mohamed Kassim, Anuar Bahari, Norizah Kassim, Nik Ramli Nik Abdul Rashid, Kamaruzaman Jusoff 2009.Retaining Customers through Relationship Marketing in an Islamic Financial Institution in Malaysia”. International Journal of Marketing Studies Vol. 1, No. 1(2009): 66-71.