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
Methods Of Instruction
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.
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)