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Customer Relationship Management

Commerce & Business Administration
Course Code
MARK 3360
Semester Length
15 Weeks X 4 Hours per Week = 60 Hours
Max Class Size
Method Of Instruction
Typically Offered
To be determined


Course Description
This course examines the concept of customer relationship management (CRM), its evolution and implementation. The approach is analytical and managerial, and covers: understanding issues, tools, techniques and terminology; establishment, management, mining and analysis of customer databases; assessing customer valuation and establishing metrics; identifying, defining and understanding customer segments; estimating profitability; and designing targeted marketing campaigns and customer communications. Customer relationship management explores database planning, design and creation, and focuses on the role of CRM in a firm's marketing strategy, with emphasis on customer relationship building and servicing.
Course Content
  1. Principles of CRM:
    • benefits, terms/definitions and value of CRM
    • positioning CRM in the firm, developing a CRM team
    • identify uses for CRM, and principal users enterprise-wide
    • leadership and commitment
  2. Strategy and Management of a CRM function
    • planning, design and application of CRM
    • creating a CRM plan
    • integrating with other business/marketing plans 
  3. CRM Marketing Issues and Considerations:
    • developing customer understanding and intelligence
    • communicating with customers
    • developing relationships and loyalty
    • customer satisfaction, service functions and considerations
  4. Analytical aspects of CRM:
    • creation and management of the database
    • software considerations and acquisition
    • deciding on where to locate and manage the database
    • segmentation, targeting, customer profiling and scoring
    • metrics – establishing, evaluating, controlling, using, reporting
  5. CRM functions and operations:
    • call centre management
    • website and emarketing
    • direct marketing
  6. The Future of CRM
    • managing the evolution of CRM marketing
Methods Of Instruction

Customer Relationship Management will be studied through lectures, videos, case studies, workshops, guest lecturers, group and class discussions, computer applications, and industry-related projects.

Means of Assessment
Case analysis  20%
Assignments (2-4)  40%
Midterm examination    20%
Final examination or project       20%
Total 100%


Learning Outcomes

At the end of the course, the successful student should be able to:

  1. explain customer relationship marketing concepts, process and applications, as well as strategy and planning;
  2. explain how to build and manage successful CRM teams;
  3. explain how to blend CRM with a firm's overall business and marketing plans;
  4. demonstrate an understanding of how to build relationships with customers and maintain their loyalty;
  5. develop effective customer communications strategies and tactics;
  6. create campaigns to generate new customers and prospects;
  7. assess, plan, manage and know how to prioritize customer service
  8. operate a simple customer database effectively;
  9. integrate CRM with the myriad of marketing tools and techniques;
  10. explain the economics of building a customer database;
  11. demonstrate an understanding of issues such as privacy, ethics, customer fatigue, environmental concerns and future trends.
Textbook Materials

Textbooks and Materials to be Purchased by Students

Peelen, Ed;  Customer Relationship Management, Latest Ed.  Prentice Hall or equivalent



CSIS 1110 and MARK 1120 and CMNS 1115 (or any English UT course)


No corequisite courses.


No equivalent courses.

Course Guidelines

Course Guidelines for previous years are viewable by selecting the version desired. If you took this course and do not see a listing for the starting semester / year of the course, consider the previous version as the applicable version.

Course Transfers

Institution Transfer Details Effective Dates
Langara College (LANG) LANG MARK 2XXX (3) 2008/05/01 to 2016/12/31
University of Northern BC (UNBC) UNBC COMM 2XX (3) 2004/09/01 to 2016/12/31
University of the Fraser Valley (UFV) UFV BUS 2XX (3) 2004/09/01 to 2008/04/30
University of the Fraser Valley (UFV) UFV BUS 324 (3) 2008/05/01 to 2016/12/31

Course Offerings

Fall 2021

There aren't any scheduled upcoming offerings for this course.