2009 Course Handbook
MKTG308: Customer Relationship Management
Conventional marketing theory and corporate mission statements lead us to believe that today's organisations should understand and serve customers well. The reality of our experiences as customers is often quite different; conflicting goals, the interests of stakeholders and even traditional management theory all conspire to ensure that customers are left wondering why they "can't get no satisfaction" (Mick Jagger, 1965).
Customer Relationship Management (CRM) has grown in fertile soil over the last two decades. Even though the term was first coined in 1991, organisations still wrestle with CRM programs, and in many cases the returns have not justified the investment.
In this unit we explore what CRM is really about, and present a proven, managerially-relevant approach to succeeding with CRM programs. CRM normally requires software implementation, but more importantly it involves the alignment of strategy, people, processes and information technology with a strategic focus on customers in order to succeed.
Key topics include customer strategies, customer value, loyalty, experience, lifecycle management, sales force automation, marketing automation, service automation, customer profitability, benchmarking and program implementation.
The project in this unit allows you to conduct some simple research based on your own experience as a customer of various organisations.
| Credit Points: | 3 |
| Contact Hours: | 3 |
| When Offered: | E1 - Evening; Offered in the first half-year |
| Staff Contact: | Associate Professor Lawrence Ang |
| Prerequisites: | MKTG202 or MKTG203 or MKTG208 or BBA203 or BBA213 |
| Corequisites: | |
| NCCWs: | |
| Unit Designations: | Commerce; Economics |
| Assessed As: | Graded |
| Offered By: |
Department of Business |
Timetable Information
For unit timetable information please visit the Timetables@Macquarie Website.