MKT4025H E-CRM

Academic Year 2020/2021

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

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.

Student Effort Type Hours
Lectures

0

Total

0

Requirements, Exclusions and Recommendations

Not applicable to this module.


Module Requisites and Incompatibles
Not applicable to this module.
 
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Continuous Assessment: Continuous Assessment Throughout the Trimester n/a Graded No

100


Carry forward of passed components
No
 
Resit In Terminal Exam
Spring No
Feedback Strategy/Strategies

• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Not yet recorded.

Name Role
Ms Christina Burke Tutor
Wincey Cheung Tutor
Ms Michele Connolly Tutor
Mrs Edna Eugenia Da Silva Tutor
Mr Thomas McAlinden Tutor

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