PDF MARK1014 Customer Relationship Management

Business School School of Marketing

MARK1014 Customer Relationship Management

Course Outline Semester 2, 2015

Part A: Course-Specific Information Part B: Key Policies, Student Responsibilities and Support

Table of Contents

PART A: COURSE-SPECIFIC INFORMATION

1

1. STAFF CONTACT DETAILS

1

2. COURSE DETAILS

1

2.1 Teaching Times and Location

1

2.2 Units of Credit

1

2.3 Summary of Course

1

2.4 Course Aims and Relationship to Other Courses

1

2.5 Student Learning Outcomes

2

3. LEARNING AND TEACHING ACTIVITIES

4

3.1 Approach to Learning and Teaching in the Course

4

3.2. Learning Activities and Teaching Strategies

4

4. ASSESSMENT

4.1 Formal Requirements

4

4.2 Assessment Details

4

4.3 Assignment Format

6

4.4 Assignment Submission Procedure

6

4.5 Late Submission

6

5. COURSE RESOURCES

7

6. COURSE EVALUATION AND DEVELOPMENT

7

7. COURSE SCHEDULE

8

PART B: KEY POLICIES, STUDENT RESPONSIBILITIES AND 11

SUPPORT

8. PROGRAM LEARNING GOALS AND OUTCOMES

11

9. ACADEMIC HONESTY AND PLAGIARISM

12

10. STUDENT RESPONSIBILITIES AND CONDUCT

12

10.1 Workload

13

10.2 Attendance

13

10.3 General Conduct and Behaviour

13

10.4 Occupational Health and Safety

13

10.5 Keeping Informed

13

11. SPECIAL CONSIDERATION

14

12. STUDENT RESOURCES AND SUPPORT

16

PART A: COURSE-SPECIFIC INFORMATION

1. Staff Contact Details Lecturer-in-charge: Dr Rita Di Mascio Room 3019, East Wing Quadrangle Building 9385.3383 r.dimascio@unsw.edu.au

If you need to see me outside class time, I'm generally flexible with meeting times; just email/call me to make an appointment.

2. Course Details 2.1 Teaching Times and Locations Lectures start in Week 1 July 31 (to Week 12). Tutorials run from Week 3 to Week 12.

Each class runs in a three-hour block. Approximately equal time in the class is planned for lectures and tutorials, though this may vary depending on the topic. The tutorial schedule will be on Moodle at the end of Week 1 (August 2). I'll be the lecturer and tutor.

The most current information regarding class time and location can be found on the following website:

2.2 Units of Credit

MARK1014 is a 6 credit-point subject. There is no parallel teaching in this course

2.3 Summary of the Course

Many firms recognise the importance of establishing and sustaining mutually beneficial relationships with customers, and have developed customer relationship management (CRM) strategies. In this course, we examine CRM as a business strategy that integrates internal processes and external networks to create and deliver value for targeted customers and for the organisation. We will take a broader view of 'marketing' than just designing a product, advertising, pricing and distributing it to consumers. It examines the role that stakeholders, such as internal staff, suppliers and influence groups, play in shaping relationships with customers.

2.4 Course Aims and Relationship to other Courses

The course aims to: 1. develop understanding about customer relationship management concepts and frameworks, and

how these are applied to form relationships with customers and other internal and external stakeholders. 2. develop skills to analyse and synthesise information and issues, related to customer relationship management, from several perspectives. 3. enhance business communication skills required to work effectively within a marketing team.

This course is a free elective in the Australian School of Business, and a General Education course in other faculties. This course has no pre-requisites.

1

2.5 Student Learning Outcomes

By the end of the course, you should be able to: 1. analyse relationship theory and relationship economics from the point of view of the customer

and the organisation. 2. critically analyse an organisation's relational strategies with stakeholder groups that affect how

well it meets customer needs 3. evaluate CRM implementation strategies 4. formulate and assess strategic, operational and tactical CRM decisions. 5. plan and conduct an investigation on an aspect of CRM, and communicate findings in an

appropriate format

The Learning Outcomes in this course also help you to achieve some of the overall Program Learning Goals and Outcomes for all undergraduate students in the Business School. Program Learning Goals are what we want you to BE or HAVE by the time you successfully complete your degree (e.g. `be an effective team player'). You demonstrate this by achieving specific Program Learning Outcomes - what you are able to DO by the end of your degree (e.g. `participate collaboratively and responsibly in teams').

Business School Undergraduate Program Learning Goals and Outcomes

1. Knowledge: Our graduates will have in-depth disciplinary knowledge applicable in local and global contexts. You should be able to select and apply disciplinary knowledge to business situations in a local and global environment.

2. Critical thinking and problem solving: Our graduates will be critical thinkers and effective problem solvers. You should be able to identify and research issues in business situations, analyse the issues, and propose appropriate and well-justified solutions.

3. Communication: Our graduates will be effective professional communicators. You should be able to:

a. Prepare written documents that are clear and concise, using appropriate style and presentation for the intended audience, purpose and context, and

b. Prepare and deliver oral presentations that are clear, focused, well-structured, and delivered in a professional manner.

4. Teamwork: Our graduates will be effective team participants. You should be able to participate collaboratively and responsibly in teams, and reflect on your own teamwork, and on the team's processes and ability to achieve outcomes.

5. Ethical, social and environmental responsibility: Our graduates will have a sound awareness of the ethical, social, cultural and environmental implications of business practice. You should be able to:

a. Identify and assess ethical, environmental and/or sustainability considerations in business decision-making and practice, and

b. Identify social and cultural implications of business situations.

2

For more information on the Undergraduate Coursework Program Learning Goals and Outcomes, see Part B of the course outline.

The following table shows how the Course Learning Outcomes relate to the overall Program Learning Goals and Outcomes, and indicates where these are assessed (they may also be practised in tutorial and other activities):

Program Learning Goals and Outcomes

Course Learning Outcomes

This course helps you to achieve the following learning goals for all Business School undergraduate students:

1

Knowledge

2

Critical thinking and

problem solving

3a Written communication

On successful completion of the course, you should be able to:

* Analyse relationship theory and relationship economics from the point of view of the customer and the organisation. * Critically analyse an organisation's relational strategies with stakeholder groups that affect how well it meets customer needs * Evaluate CRM implementation strategies * Formulate and assess strategic, operational and tactical CRM decisions. * Critically analyse an organisation's relational strategies with stakeholder groups that affect how well it meets customer needs * Evaluate CRM implementation strategies * Formulate and assess strategic, operational and tactical CRM decisions. * plan and conduct an investigation on an aspect of CRM, and communicate findings in an appropriate format

3b Oral communication

* plan and conduct an investigation on an aspect of CRM, and communicate findings in an appropriate format

4

Teamwork

Not specifically addressed in this course.

5a. Ethical,

Not specifically addressed in this course.

environmental and

sustainability

responsibility

5b. Social and cultural Not specifically addressed in this course. awareness

Course Assessment Item

This learning outcome will be assessed in the following items:

Tutorial exercises Individual project Exam

Tutorial exercises Individual project Simulation Exam

Individual project Exam

Part of tutorial exercise but not separately assessed.

Not specifically assessed

Not specifically assessed.

Not specifically assessed

3

 ................
................

In order to avoid copyright disputes, this page is only a partial summary.

Google Online Preview   Download