Module Details

Module Code: MGMT8029
Title: Strategic CRM & Collaboration
Long Title: Strategic CRM and Collaboration
NFQ Level: Advanced
Valid From: Semester 1 - 2024/25 ( September 2024 )
Duration: 1 Semester
Credits: 5
Field of Study: 3450 - Business & Management
Module Delivered in: 1 programme(s)
Module Description: In today's competitive marketplace, Customer Relationship Management (CRM) has become critical to a company's sustainability and long–term success. To become more customer–focused, administrators, managers, IT professionals, and marketing executives must understand how to build profitable relationships with each customer. How to make everyday managerial decisions that increase the value of an organisation by increasing the value of the customer base. This module will provide theoretical concepts and practical tools which will prepare one for the challenges of a dynamic marketplace.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Critically analyse the evolution in CRM technology including SaaS, AI and Sustainable CRM.
LO2 Evaluate the role of social networking in building trusted relationships including Digital Privacy.
LO3 Formulate sustainable CRM strategies for traditional and dynamic organisations.
LO4 Assess the IDIC (Identify, Differentiate, Interact, Customise) implementation process model for managing customer relationships.
LO5 Develop a working knowledge of CRM software, cloud SaaS applications and artificial intelligence.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
No requirements listed
 
Indicative Content
Principles of Managing Customer Relationships
Evolution of relationships with customers, the thinking behind customer relationships. Sustainable CRM.
IDIC Implementation Process
Customer relationships; the basic bulding blocks of relationships and trust. Identifying, differentiating, interacting and customising for customers.
Measuring and Managing to Build Customer Value
Artificial Intelligence (AI) and CRM. Measuring success of customer based initiatives, lifetime value of customers (LTV), using customer analytics to build success, CRM in the cloud.
Social CRM
The role of social media in CRM, integration and collaboration. Digital Privacy, ethics and and Corporate Social Responsibility.
Customer Relationship Management Practice
Researching, Planning, Designing and Implementing CRM cloud applications in practice. Benchmarking and collaborating with industry partners. Case studies and guest speakers.
Module Content & Assessment
Assessment Breakdown%
Coursework100.00%

Assessments

Coursework
Assessment Type Short Answer Questions % of Total Mark 20
Timing Week 6 Learning Outcomes 1,2,3,4
Assessment Description
MCQ
Assessment Type Project % of Total Mark 40
Timing Week 11 Learning Outcomes 1,2,3,4,5
Assessment Description
Live case study collaborating with industry partner or case study.
Assessment Type Short Answer Questions % of Total Mark 40
Timing Week 13 Learning Outcomes 1,2,3,4
Assessment Description
SAQ & MCQ
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

The University reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Lecture Every Week 2.00 2
Lab Contact Computer Lab Every Week 1.00 1
Independent & Directed Learning (Non-contact) Non Contact Self directed study Every Week 4.00 4
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Lecture Every Week 2.00 2
Independent & Directed Learning (Non-contact) Non Contact Independent learning to achieve learning outcomes Every Week 5.00 5
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00
 
Module Resources
Recommended Book Resources
  • Don Peppers,Martha Rogers. (2022), Managing Customer Experience and Relationships: A Strategic Framework, Third. 12, Wiley, p.525, [ISBN: 9780470423479].
  • Francis Buttle,Stan Maklan. (2020), Customer Relationship Management, Fourth. 12, [ISBN: 9781138498266].
Supplementary Book Resources
  • Paul Greenberg,. (2010), CRM at the Speed of Light, Fourth Edition: Social CRM 2.0 Strategies, Tools, and Techniques for Engaging Your Customers, McGraw-Hill Osborne, [ISBN: 978-0071590457].
Supplementary Article/Paper Resources
Other Resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_BBTCM_8 Bachelor of Business (Honours) in Business Technology and Communications 1 Mandatory