Lecture: 2 hours/week
Seminar: 2 hours/week
OR
Hybrid: 2 hours/week in class; 2 hours/week online
OR
Fully online
This course will involve a blend of lectures, videos, case studies, workshops, guest lecturers, group and class discussions, computer applications, and industry-related projects. Student participation is an integral part of this course.
Principles of CRM
- Terms, definitions, benefits and value
- CRM uses; CRM positioning in the firm
- Leadership commitment; CRM team and principal user commitment
- CRM integration throughout the enterprise
- CRM and ERP system distinction
Strategy and Management
- Customer-centric strategies; organizing around the customer [processes and functions will follow]
- Customer needs, expectations and preferences
- Functional, behavioural and emotional loyalty
- Mutually-beneficial life-time customer relationships
Analytical aspects of CRM
- Data collection, mining, and analysis
- Data managment; data quality, investment and privacy
- Segmentation - targeting, profiling and scoring
- Customer proposition – distribution strategies, customization, pricing structures and revenue management
- Customer asset management – customer lifetime value [CLV], acquisition and retention policy development
- Metrics – establishing, evaluating and reporting
CRM functions and operations
- Multi/Omni-channel management; channel range and adaptation
- Role and function of Personal Sales; sales process management
- Call centre management; multi-media integration, service levels, process and capacity management
The Future of CRM
- The evolution of CRM marketing
On successful completion of this course, students will be able to:
- Understand customer relationship management (CRM) and its impact on an organization’s structure, strategies, processes and customer service functions;
- Develop strategies to blend CRM marketing with a firm’s overall business plan;
- Apply the economics of investing in a high-quality customer database;
- Demonstrate an understanding of the benefits of a customer-centric strategy and its role in fostering emotional loyalty and brand preference;
- Perform customer segmentation and profiling using data mining techniques;
- Create a marketing campaign to acquire, retain, build and deepen relationships over the lifetime of the customer; and,
- Incorporate issues such as privacy, ethics, customer fatigue, environmental concerns and future trends into CRM applications.
Evaluation will be carried out in accodance with the College's Evaluation policy.
Instructors may use a student’s record of attendance and/or level of active participation in a course as part of the student’s graded performance. Where this occurs, expectations and grade calculations regarding class attendance and participation must be clearly defined in the Instructor Course Outline.
| Class Participation | 5% - 10% |
| Cases and/or assignments | 30% - 40% |
| Term Test(s) | 20% - 40% |
| Term Project | 20% - 30% |
| Total | 100% |
Students must achieve at least 50% on the combined non-group components in order to obtain credit for the course, with the 50% calculated on a weighted average basis.
Textbooks and Materials to be Purchased by Students:
Customer Relationship Management, 2/E, Ed Peelen, University of Nyenrode, The Netherlands. Pearson Education Canada latest edition (and/or other textbook(s) and/or other material approved by the department)
MARK 1120 and (CMNS 1115 or any English UT course)
OR
MARK 1120 AND currently active in one of the following:
PBD Computer and Information Systems
PBD Digital Marketing
PBD Hospitality Services Management
PBD Project Management
PDD Data Analytics
PDD Hospitality Management
PDD Hospitality Marketing
PDD Marketing
PDD Sales