|1.||NAME OF COURSE / MODULE||CUSTOMER RELATIONSHIP MANAGEMENT|
|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=lecture ; T=Tutorial; P=Practical; O=Others (Exam)
|Total Guided and Independent Learning:
|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.
|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||
|16.||CONTENT OUTLINE OF THE COURSE/MODULE AND SLT PER TOPIC
1. V. Kumar, Werner J. Reinartz. 2012. Customer Relationship Management. Springer, New York.
1. Roger Joseph Baran, Robert J. Galka. 2013. CRM: The Foundation of Contemporary Marketing Strategy. Routdedge, New York.
MCD3033 | CUSTOMER RELATIONSHIP MANAGEMENT webmaster .