Module Details

Module Code: MGMT7079
Title: Customer Service Mkt & Mgt
Long Title: Customer Service Marketing & Management
NFQ Level: Intermediate
Valid From: Semester 2 - 2024/25 ( January 2025 )
Duration: 1 Semester
Credits: 5
Field of Study: 3450 - Business & Management
Module Delivered in: 3 programme(s)
Module Description: This module is designed to provide students with a comprehensive knowledge of customer service management and services marketing techniques that can be applied to all businesses, with a particular focus on the unique dynamics of the services industry.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Outline the nature, characteristics and importance of services to the Irish economy and the role of customer service in achieving organisational effectiveness.
LO2 Evaluate how managing the customer relationship creates value for organisations and customers.
LO3 Critically discuss how customer service marketing and management techniques enhance the achievement of business goals throughout the customer life cycle.
LO4 Organise and interpret customer information in a chosen CRM commercial software package and design structured solutions to address services marketing challenges.
LO5 Evaluate the suitability of CRM strategies in varying organisational settings.
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
Introduction to Customer Service Marketing and Management
Characteristics of services and the extended marketing mix for services. Importance of services to the economy. Customer service and customer expectations. The benefits of developing a customer focused organisational culture. The internal customer. Service failure, complaint management and quality service policy.
Customer Relationship Management (CRM)
Role of CRM in relationship marketing. Customer profiles and benefits of CRM. Strategic, operational and analytical CRM.
Strategies for Customer Service and Management
Strategies for growing customer value throughout the customer life cycle (acquisition, development and retention). Challenges to implementing and maintaining effective customer service marketing and management strategies.
Impact of Technology
Changing nature of customer communication, data collection and management. Customer-related databases and privacy considerations. Benefits of using marketing, sales and service automation to keep track of relationships. Introduction to CRM software and other analytical tools.
Evaluation of CRM
Evaluating impact of CRM strategies on business performance, user adoption and customer perception.
Module Content & Assessment
Assessment Breakdown%
Coursework50.00%
End of Module Formal Examination50.00%

Assessments

Coursework
Assessment Type Written Report % of Total Mark 50
Timing Week 9 Learning Outcomes 1,4,5
Assessment Description
Assess a customer service marketing and relationship management business case and create the appropriate elements for a successful outcome.
End of Module Formal Examination
Assessment Type Formal Exam % of Total Mark 50
Timing End-of-Semester Learning Outcomes 1,2,3,4
Assessment Description
End-of-Semester Final Examination
Reassessment Requirement
Repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

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 Principles of Customer Service & Management that can be applied to all businesses, with a particular focus on the unique dynamics of the services industry. Every Week 2.00 2
Lab Contact Customer service automation using CRM software systems. Every Week 1.00 1
Independent & Directed Learning (Non-contact) Non Contact Study course material, prepare course work and practise skills. 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 Principles of Customer Service & Management that can be applied to all businesses, with a particular focus on the unique dynamics of the services industry. Every Week 2.00 2
Lab Contact Customer service automation using CRM software systems. Every Week 1.00 1
Independent & Directed Learning (Non-contact) Non Contact Study course material, prepare course work and practise skills. Every Week 4.00 4
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
 
Module Resources
Recommended Book Resources
  • Daniel D. Prior,Francis Buttle,Stan Maklan. (2024), Customer Relationship Management, 5th Edition. 14, Routledge, London, p.372, [ISBN: 9781003295150].
  • Jochen Wirtz, Patricia Chew, Christopher Lovelock. (2024), Essentials of Services Marketing, 4th Edition. 15, Pearson, UK, [ISBN: 139781292745503].
  • Robert Lucas. (2024), Customer Service Skills for Success, 8th Edition. 13, McGraw Hill, UK, [ISBN: 9781265865290].
Supplementary Book Resources
  • Suzanne Twomey. (2012), Customer Service in Ireland, 3rd Edition. Gill & Macmillan, [ISBN: 9780717152605].
This module does not have any article/paper resources
Other Resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_BBUSS_7 Bachelor of Business 4 Group Elective 2
CR_BMRKT_8 Bachelor of Business (Honours) in Marketing 4 Mandatory
CR_BBUSS_6 Higher Certificate in Business 4 Elective