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. This course may also explore Enterprise Resource Planning (ERP) software and its role in a firm's marketing strategy, with emphasis on customer relationship building and servicing.
Course Content
Principles of CRM
- Terms, definitions, benefits and value
- CRM uses; CRM positioning in the firm
- Leadership commitment; CRM team and principal user commitment
- CRM integration throughout the enterprise
- CRM and ERP system distinction
Strategy and Management
- Customer-centric strategies; organizing around the customer [processes and functions will follow]
- Customer needs, expectations and preferences
- Functional, behavioural and emotional loyalty
- Mutually-beneficial life-time customer relationships
Analytical aspects of CRM
- Data collection, mining, and analysis
- Data managment; data quality, investment and privacy
- Segmentation - targeting, profiling and scoring
- Customer proposition – distribution strategies, customization, pricing structures and revenue management
- Customer asset management – customer lifetime value [CLV], acquisition and retention policy development
- Metrics – establishing, evaluating and reporting
CRM functions and operations
- Multi/Omni-channel management; channel range and adaptation
- Role and function of Personal Sales; sales process management
- Call centre management; multi-media integration, service levels, process and capacity management
The Future of CRM
- The evolution of CRM marketing
Learning Activities
This course will involve a blend of lectures, videos, case studies, workshops, guest lecturers, group and class discussions, computer applications, and industry-related projects. Student participation is an integral part of this course.
Means of Assessment
| Class Participation |
5% - 10% |
| Cases and/or assignments |
30% - 40% |
| Term Test(s) |
20% - 40% |
| Term Project |
20% - 30% |
| Total |
100% |
Evaluation will be carried out in accordance with the Douglas College Evaluation Policy
Students must achieve at least 50% on the combined non-group components in order to obtain credit for the course, with the 50% calculated on a weighted average basis.
Students must complete all projects, assignments and write all examinations in order to be eligible for a passing grade in the course.
Students may conduct research as part of their coursework in this class. Instructors for the course are responsible for ensuring that student research projects comply with College policies on ethical conduct for research involving humans, which can require obtaining Informed Consent from participants and getting the approval of the Douglas College Research Ethics Board prior to conducting the research.
Learning Outcomes
On successful completion of this course, students will be able to:
- Understand customer relationship management (CRM) and its impact on an organization’s structure, strategies, processes and customer service functions;
- Develop strategies to blend CRM marketing with a firm’s overall business plan;
- Apply the economics of investing in a high-quality customer database;
- Demonstrate an understanding of the benefits of a customer-centric strategy and its role in fostering emotional loyalty and brand preference;
- Perform customer segmentation and profiling using data mining techniques;
- Create a marketing campaign to acquire, retain, build and deepen relationships over the lifetime of the customer; and,
- Incorporate issues such as privacy, ethics, customer fatigue, environmental concerns and future trends into CRM applications.
Textbook Materials
Textbooks and Materials to be Purchased by Students:
Customer Relationship Management, 2/E, Ed Peelen, University of Nyenrode, The Netherlands. Pearson Education Canada latest edition (and/or other textbook(s) and/or other material approved by the department)