Customer Relationship Management (CRM)

This unit explores the ways in which CRM is concerned with the development and maintenance of long-term, mutually beneficial relationships with strategically significant customers. This unit takes the view that CRM is viewed as the intelligent management of the existing and potential customer base, with a view to optimising long-term organisation and customer value. Issues such as: customer portfolio analysis, network management, database development, data mining, developing customer value propositions, IT for CRM and customer bonding strategies will be covered.

Prerequisite: MGSM820 Marketing Management