Module Information
Course Delivery
Assessment
Due to Covid-19 students should refer to the module Blackboard pages for assessment details
| Assessment Type | Assessment length / details | Proportion |
|---|---|---|
| Semester Assessment | Written Essay (2,500 words) | 50% |
| Semester Assessment | Written work (2,500 words) | 50% |
| Supplementary Assessment | Written Essay (2,500 words) | 50% |
| Supplementary Assessment | Written work (2,500 words) | 50% |
Learning Outcomes
On successful completion of this module students should be able to:
1. Critically evaluate relationship marketing theory and practice.
2. Critically evaluate network theory and practice.
3. Critically evaluate customer relationship management theory and practice.
4. Critically evaluate business-to-business marketing theory and practice.
5. Critically evaluate service and services in a business marketing context.
Brief description
This module explores and develops an understanding of business relationships with consumers, value creation, marketing networks and systems. The module examines the various ways in which these elements inter-relate in order to create customer experience.
Content
- Relationships
- Lifecycle Management (Acquisition, Growth, Retention)
Strategic CRM
- Customer Portfolio Management
- Delivering Customer-Experienced Value
- Managing Customer Experience
Analytical and Operational CRM
- Developing and Using Customer Related data
- Planning and Implementing CRM
- Salesforce, Marketing and Service Automation
Module Skills
| Skills Type | Skills details |
|---|---|
| Application of Number | Yes, primary research will require the application of graph based, and numerical skills – Computations will also be included. |
| Communication | Seminars will give the student verbal as well as presentation communication skills whereas the coursework will give valuable business oriented communication skills. |
| Improving own Learning and Performance | This will be obtained via the seminars, coursework and interaction within lectures. |
| Information Technology | Use a range of commonly used software packages. Present information and data. Use e-mail/internet appropriately and effectively. |
| Personal Development and Career planning | Develop awareness of personal skills, beliefs and qualities in relation to course/career progression – students will be able to translate theory into practice and learning into understanding. |
| Problem solving | Identify problems. Identify factors which might influence potential solutions. Develop creative thinking approaches to problem solving. Evaluate advantages and disadvantages of potential solutions. Construct a rational response to a problem. |
| Research skills | Understand a range of research methods. Plan and carry out research. Utilise primary research to translate elements of theory to practice . |
| Subject Specific Skills | Students will develop their know ledge and research skills in relationship areas. |
| Team work | Classroom exercises and seminar work will improve teamwork skills for the students. |
Notes
This module is at CQFW Level 5