Registry

Module Specifications

Current Academic Year 2012 - 2013
Please note that this information is subject to change.

Module Title	Customer Relations
Module Code	MG573
School	DCUBS
Online Module Resources
Module Co-ordinator	Semester 1: Louise Maguire Semester 2: Louise Maguire Autumn: Louise Maguire
NFQ level	8	Credit Rating	5
Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

Description

This course is designed to provide students with a deeper understanding of the principles and skills that develop and maintain excellent customer relations and create satisfied customers and staff. It also aims to allow students to understand the costs and the benefits of effective customer relationship management. The module is delivered through a combination of lectures, case study presentations and discussion seminars.

Learning Outcomes

1. Evaluate the role of marketing management in co-ordinating all of the interactive, value-generating activities of the organisation
2. Analyse the relationship chain as a means of integrating a range of cross-functional elements in the value delivery process
3. Compare and contrast customer behaviour in consumer, services and business-to-business markets
4. Discuss the management of the customer lifecycle: customer acquisition, customer retention and development of customer loyalty
5. Evaluate the economics of long lasting customer relationships using activity based costing principles
6. Describe CRM and related database marketing techniques with an appreciation of their potential andlimitations

Workload	Full-time hours per semester
*Type*	*Hours*	*Description*
Lecture	24	Customer relations topics
Group work	40	Preparation for case studies
Examination	35	Revision for final exam
Independent learning time	26	Library work and reading
Total Workload: 125

All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml

Indicative Content and Learning Activities

Introduction to customer relations.
Customer relationship management philosopy, definitions and concepts; Benefits, costs and implications of long term customer relationships.

Creating and Understanding Customer Experiences.
Customer behaviour in consumer, services and business to business markets. The Service-Profitability Chain..

Customer Loyalty.
Customer loyalty defined, loyalty measures across industries, the move to customer intimacy and customer-centric organisations.

Direct and Data Based Marketing.
IT tools and techniques to create and manage customer information.

The metrics.
The metrics for loyalty, CPA and Customer Equity Management.

Strategic and Operational Customer Relationship Management.
Managing the customer over a lifecycle; acquisition, retention, satisfaction, loyalty.

Industry Focus on CRM.
CRM in B2B markets..

Future Directions.
Social CRM.

Assessment Breakdown
Continuous Assessment	40%	Examination Weight	60%

Course Work Breakdown
Type	Description	% of total	Assessment Date
Group presentation	Case study	20%	Once per semester
Assignment	Board of Directors	10%	Once per semester
Project	Summary of key Case Issues	10%	As required

Reassessment Requirement
Resit arrangements are explained by the following categories; 1 = A resit is available for all components of the module 2 = No resit is available for 100% continuous assessment module 3 = No resit is available for the continuous assessment component
This module is category 1

Indicative Reading List

Don Peppers, Martha Rogers,: 2011, Managing Customer Relationships, 2, John Wiley & Sons; 2nd Edition edition, 9780470423479
Kumer, v. and Werner J. Reinartz: 2006, Customer Relationship Management: A Database Approach, John Wiley and Sons, NJ,
Paul Greenberg,: 2010, CRM at the Speed of Light, Fourth Edition: Social CRM 2.0 Strategies, Tools, and Techniques for Engaging Your Customers, McGraw-Hill Osborne, 0071590455
Reichheld, Fredrick: 2006, The Ultimate Question, Harvard Business Essentials: Marketer's Toolkit, Harvard Business School Press,
Payne, Adrian: 2005, 'Handbook of CRM: Achieving Excellence through Customer Management, Elsevier Butterworth Heinemann, Oxford,
Buttle, Francis: 2004, Customer Relationship Management Concepts and Tools, Elsevier Butterworth Heinemann, Oxford,
Frederick: 2000, loyalty.com Customer Relationship Management in the New Era of Internet Marketing, McGrath Hill, New York,

Other Resources

None

Array

Programme or List of Programmes

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