24747 Customer Relationship Management

Faculty of Business: Marketing
Credit points: 6 cp

Subject level: Postgraduate

Result Type: Grade and marks

Requisite(s): 24737 e-Business Marketing
These requisites may not apply to students in certain courses.
There are also course requisites for this subject. See access conditions.

Handbook description

This subject extends knowledge gained in the prerequisite subject into the creation of a customer-centric organisation using supporting e-business technology – a philosophical encapsulation of Customer Relationship Management (CRM) incorporating both human and technological relationship elements. Philosophies and concepts associated with establishing organisational structures, marketing strategies and operations are explored to encapsulate a starting point for CRM. Supporting e-business technologies including key CRM applications and their links to enterprise application suite are introduced. Students complete a project on development and implementation of a CRM strategy incorporating both the organisational and supporting e-business technologies.