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Customer Relationship Management

Course Code: MARK 4360
Faculty: Commerce & Business Administration
Department: Marketing
Credits: 3.0
Semester: 15
Learning Format: Lecture, Seminar
Typically Offered: TBD. Contact Department Chair for more info.
course overview

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 e-marketing
    • 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

Cases and/or assignnments (2-4)    40% - 60%
Midterm examination and tests 20% - 40%
Final examination or project 20% - 30%
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.

course prerequisites

CSIS 1190 and MARK 1120 and CMNS 1115 (or any English UT course)

OR MARK 1120 AND currently active in one of the following:

Post-Degree Diploma in Marketing or
Post-Degree Diploma in Sales or
Post-Degree Diploma in Data Analytics or
Post-Baccalaureate Diploma in Computer and Information Systems or
Post-Degree Diploma in Hospitality Marketing or
Post Baccalaureate Diploma in Hospitality Services Management

curriculum 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 schedule and availability
course transferability

Below shows how this course and its credits transfer within the BC transfer system. 

A course is considered university-transferable (UT) if it transfers to at least one of the five research universities in British Columbia: University of British Columbia; University of British Columbia-Okanagan; Simon Fraser University; University of Victoria; and the University of Northern British Columbia.

For more information on transfer visit the BC Transfer Guide and BCCAT websites.


If your course prerequisites indicate that you need an assessment, please see our Assessment page for more information.