MKTG 1024: Customer Relationship Management
Effective date
September 2021
Department
Marketing Technology Diploma
School
Hospitality, Food Studies and Applied Business
Description
In this course students are introduced to the key approaches and strategies used in Customer Relationship Management (CRM). Students learn the importance of data analysis and how it is used to to improve business relationships with customers by focusing on customer retention to increase sales growth. Topics include customer profiling, market segmentation, customer service, retention, relational databases and CRM software.
Year of study
1st Year Post-secondary
Course Learning Outcomes
Upon successful completion of this course, students will be able to:
- Explain CRM concepts, processes and applications
- Explain how CRM is integrated into a company's established business and marketing, planning and strategy
- Demonstrate how to use CRM to build and maintain relationships with customers
- Develop CRM communication strategies
- Explain how CRM can be used to generate new leads and customers for a business
- Integrate CRM approaches with conventional marketing tools and techniques
- Explain the issues of privacy, security and ethics that arise in CRM delivery
Prior Learning Assessment & Recognition (PLAR)
None
Hours
Lecture, Online, Seminar, Tutorial: 45
Total Hours: 45
Instructional Strategies
Lectures, Demonstrations, Case Studies
Grading System
Letter Grade (A-F)
Evaluation Plan
Type
|
Percentage
|
Assessment activity
|
Assignments
|
25
|
|
Participation
|
10
|
|
Project
|
25
|
|
Midterm Exam
|
20
|
|
Final Exam
|
20
|
|
Course topics
- Introduction to CRM concepts and applications
- Planning, designing and implementing CRM
- Customer satisfaction, loyalty and retention
- Relational databases
- Segmentation, targeting, and customer profiling
- Website and e-marketing
- Ethics, privacy and security
Notes:
- Course contents and descriptions, offerings and schedules are subject to change without notice.
- Students are required to follow all College policies including ones that govern their educational experience at VCC. Policies are available on the VCC website at:
https://www.vcc.ca/about/governance--policies/policies/.
- To find out if there are existing transfer agreements for this course, visit the BC Transfer Guide at https://www.bctransferguide.ca.