Customer Relationship Management
Description
This module examines customer relationship management (CRM) and its application in an entrepreneurial context. It explores strategies for the identification, acquisition, retention, and development of customers to gain competitive advantage and maximise value and, when applicable, profit, using people, technology, and knowledge across both the business-to-business (B2B) and business-to-consumer (B2C) settings. The module places CRM in the broader context of the organisational environment and aims to provide learners with the theoretical concepts and practical tools required in managing stakeholder relationships.
Learning Outcomes
Discuss the basic concepts, theories and models which apply to the field of CRM and their strategic implications for the entrepreneurial venture.
Analyse the required infrastructure (internally and within the supply chain) organisations need for the implementation of CRM.
Assess the opportunities and challenges of implementing CRM strategies in specific organisational environments to create value for organisations, partners and customers.
Critically evaluate new and emerging technologies in the field of CRM.
Develop a working knowledge of CRM packages and applications commonly used in industry.