Overview:
- Credits:
- 10.0
- Level:
- 4
- Semester:
- Autumn
- Subject:
- Marketing
- School:
- Business
- Coordinator:
- Dr Orna O'Brien
MKT4025H E-CRM
Academic Year 2023/2024
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.
| 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 |
|---|---|
| Dr Christina Burke | Tutor |
| Wincey Cheung | Tutor |
| Ms Michele Connolly Doran | Tutor |
| Mrs Edna Eugenia Da Silva | Tutor |
| Mr Thomas McAlinden | Tutor |
| Markus Vanharanta | Tutor |
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