MKT40920 e-CRM

Academic Year 2021/2022

This module will examine how online systems may be used to manage customers and the whole sales planning and execution process.Students will see how online database systems can play an integral part in digital marketing to increase customer reach, lead generation, and sales follow-up. Students will find out how to write, time and test campaigns as well as gaining an insight into data protection considerations.

This module will examine how large companies can use their customer databases to monitor and predict churn rates, to build loyalty and retention schemes, and to cross-sell products and services.
This module will also examine how online systems may be used to manage customers and the whole sales planning and execution process.

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Curricular information is subject to change

What will I learn?

Learning Outcomes:

Understand what constitutes effective online engagement in varying product and market contexts.

Develop competence in using databases and CRM systems to manage the customer transaction efficiently and to encourage engagement, loyalty and retention.

Understand the benefits and risks of outsourced customer service centres.

How will I learn?

Student Effort Type	Hours
Lectures	36
Total	36

Am I eligible to take this module?

Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles

Not applicable to this module.

How will I be assessed?

Assessment Strategy

Description	Timing	Open Book Exam	Component Scale	Must Pass Component	% of Final Grade
Continuous Assessment: In class group exercises	Throughout the Trimester	n/a	Graded	No	20
Presentation: Group Project	Throughout the Trimester	n/a	Graded	No	50
Continuous Assessment: Class Participation (individual)	Throughout the Trimester	n/a	Graded	No	10
Assignment: Mid-term assignment	Throughout the Trimester	n/a	Graded	No	20

Carry forward of passed components
No

What happens if I fail?

Resit In	Terminal Exam
Autumn	No

Assessment feedback

Feedback Strategy/Strategies

• Feedback individually to students, post-assessment

How will my Feedback be Delivered?

Not yet recorded.