4.10 customer management(2)

MARK3014 – Customer Management [Level 6] Welcome to the Customer Management module. This is a final year 15-credit module.

This module provides a comprehensive review of Customer Relationship Management (CRM). It explains what CRM is, the costs it creates and the benefits it delivers along with insight into how CRM can be implemented. You will learn how CRM practices and technologies are used to enhance the achievement of marketing, sales, and service objectives throughout the customer lifecycle stages of customer acquisition, retention and development, whilst simultaneously supporting broader organisational goals.

CRM, and the business strategies it supports, have changed dramatically in recent years. No longer do businesses set the rules about how they will interact with customers through their control of communication channels and brand messaging. Customers now decide when and how they will interact with companies. Customers create and communicate their own messages that may be very different from the brand owner’s and that appear on social media platforms like Facebook and Twitter.

Thereby, this module provides an overview of customer management and CRM, with a particular emphasis on managerial perspective on CRM and at the same time is grounded in strong academic foundation provided by research from a number of disciplines.

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Learning Outcomes On successfully completing this module, you should be able to demonstrate the following:

1. Assess organisational competence and weaknesses in customer management (CM) performance 2. Make recommendations on how an organisation can improve its CM performance and profitability 3. Appreciate the impact of customer acquisition, retention, development and cost to serve on business profitability 4. Understand the importance of customer data in management decision making

Real-life examples will be used as much as possible in the module and the assessments will be based on offering advice to clients regarding real case studies.

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Main Topic Areas

MARK3014/MARK3114 Customer Management Indicative Lecture Schedule (2022-23)

1 2-6 Oct

Introduction to Module and Coursework 1

 Introduction to Customer Management module and its assessment

 Defining CRM  How to recognise a business relationship  Attributes of successful relationships  What makes a good quality relationship?

5. Chapter 1 (Buttle & Maklan)

6. Chapter 1 (Buttle & Maklan)

2 9-13 Oct

Customer Value

 Understanding value  Sources of customer value  Value through the marketing mix

• Chapter 6 (Buttle & Maklan)

3 16-20 Oct

Customer Acquisition

 Customer acquisition  Strategies for customer acquisition

• Chapter 4 (Buttle & Maklan)

4 23-27 Oct

Customer Retention & Development

 Strategies for customer retention  Strategies for customer development

• Chapter 4 (Buttle & Maklan)

5 30 Oct – 3 Nov

Key Models of CRM

 The IDIC model  Kano model

 Chapter 1 (Buttle &

Maklan)

University Week Lecture Topic Indicative Reading List

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Coursework 1 Support (1) 7

13-17 Nov

ENHANCEMENT WEEK (no teaching) 6

6 - 10 Nov

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8 20-24 Nov

Managing Customer Experience

 What is customer experience?  How to manage customer experience?  Customer experience versus CRM

• Chapter 7 (Buttle & Maklan)

10

4 – 8 Dec Customer Portfolio Management (1)

 What is a portfolio?  Market segmentation  Consumer markets versus

business markets

• Chapter 5 (Buttle & Maklan)

11 11 – 15 Dec

Customer Portfolio Management (2)  Consumer portfolio management

tools

• Chapter 5 (Buttle & Maklan)

12-14 18 Dec - 5 Jan

CHRISTMAS BREAK (no teaching)

END OF TERM 1

15 8 - 12 Jan

Coursework 1 Support 3

Coursework 1 Due: Week 15,

Friday 12 January at 12:00 noon (UK time)

16 15-19 Jan Introducing Coursework 2

•

17

22-26 Jan

SOSTAC Planning Model •  How to set up SMART objectives  Linking objectives to strategies  Monitoring performance

9 27 Nov - 1 Dec Coursework 1 Support (2)

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18 • Jan - 2 Feb

CRM to SCRM (Part 1) How CRM is evolving with digital developments (including social media)

 Considerations & challenges for companies/organisations

• Chapter 1 (Buttle & Maklan)

19 5 - 9 Feb

20 12 - 16 Feb

CRM to SCRM (Part 2)  Social CRM as part of customer

management MARKETING METRICS

 Introduction to metric  Exploring metrics for CW2  Considerations for organisations

• Chapter 9 (Buttle & Maklan)

23 4 - 8 March

Marketing Automation and SM Customer Services

 What is marketing automation?  Benefits of marketing automation  Introducing various theories of

consumer complaining behaviour

• Chapter 10 (Buttle & Maklan)

24 11 - 15 March

Service and Sales Force Automation  What is service automation?  Benefits of service automation  Software applications for service  What is sales force automation?  Benefits of sales force automation

• Chapters 8 & 10 (Buttle & Maklan)

25 18 - 22 March Coursework 2 Support (2)

26-28 Easter Break (no teaching) 25 March–12 Apr

29 15 - 19 April

Coursework 2 Support (3)

• Customer Related Databases & Using • Chapters 11 & 12

ENHANCEMENT WEEK (no teaching) 22

26 Feb - 1 March

Coursework 2 Support (1) 21

19 - 23 Feb

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22 - 26 April

Customer Data  Structured and unstructured data  Developing a customer-related

database  Data warehousing

(Buttle & Maklan)

Coursework 2 Due: Wednesday the 1st May at 12:00 noon (UK time)

END OF TERM 2

Timetabled Classes Learning material will be delivered as follows:

• One-hour face-to-face lectures per week from week 1

• One-hour face-to-face seminars per week from week 1

In addition, you should spend an average of 3.4 hours per week, over a 30-week period, on self-study as per QAA guidelines.

The full lecture and seminar programme are uploaded on Blackboard.

Learning takes place through lectures, videos and reading of the relevant literature (textbooks & provided coursework material),

seminars and assigned exercises, including formative assessments on a weekly basis. Lectures will formally introduce the concepts, and seminars will be more informal and student-centred providing an opportunity for discussion.

Seminars will operate on a weekly basis and are designed to help you with the topic covered in the previous week’s lecture. They are an opportunity to solve any problems or clarify issues which may be bothering you. They are compulsory.

Using the VLE (optional) All the materials, lectures, videos, articles and web links are available in the weekly folders in the Learning Materials tab. If you have any problems then you should contact the module leader, [email protected] and request help. This is also where you will find the Turnitin link to submit your assignments.

Reading Resource List A DMU Resource List is available for the module, linked into the Blackboard area, providing an on-line list of resources with links into the library catalogues or can be found by following the below link.

https://dmu.rl.talis.com/modules/mark3014

Compulsory core textbook: Buttle, F. and Maklan, S. (2019), Customer Relationship Management: Concepts and Technologies, 4th edition, Routledge:New York

You can get access to the online copy through this link: https://ebookcentral.proquest.com/lib/dmu/detail.action?docID=5755765

Assessment There are two coursework, each 1,500 words with equal weighting. Details of the coursework are in Appendix C. Both coursework needs to be submitted to Turnitin.

Assessment Length Weight towards

Module grade Submission date Anonymous

Submission? Anticipated Return Date

Coursework 1 Individual Report

1500 words 10% +/-

50 % 12th January 2024 by 12:00 (mid-day)

Yes 02.02.2024

Coursework 2 Individual Report

1500 words 10% +/-

50% 1st May 2024 by 12:00 (mid-day)

Yes 31.05.2024

1. Return of marked work with feedback will normally be given up to 15 working days after the due date indicated. In exceptional circumstances where

you experience a delay in receiving this then you will be informed by the Lecturer.

Please below links for university generic mark descriptors:

Undergraduate mark descriptors

Anonymous Marking Anonymous marking will be implemented for both assessments, which are subject to both internal and external moderation within the module teams and department, as well as by an academic member of staff external to the university.

Feedback All marks on assessed work are provisional marks only and they will not be confirmed until the Assessment Board meets. Marks and feedback on assessed work will be available within 20 working days. The turnaround time does not include weekends, bank holidays or university closure days

The full Assessment and Feedback policy can be consulted at:

http://www.dmu.ac.uk/about-dmu/quality-management-and-policy/academic-quality/learning-teaching-assessment/assessment- feedback-policy.aspx

Academic Offences and Bad Academic Practice These include but are not limited to plagiarism, cheating, contract cheating, exam cheating, collusion, copying work and reuse of your own work, poor referencing or the passing off of somebody else's ideas as your own (as defined in Chapter 4 of the General Regulations and Procedures Affecting Students). For modules containing a research element, please note that the conduct of research without an ethics review (if applicable) will be treated as Bad Academic Practice.

If you are in any doubt about what constitutes an academic offence or bad academic practice, you must check with your tutor.

If you are suspected of committing an academic offence you will be called to a meeting with an Academic Practice Officer (APO). APOs are based within in each faculty and it is their role to advise on how to prevent bad academic practice and academic offences and to deal with serious cases.

For further information please see the below webpages:

Academic offences webpage

Bad academic practice webpage

The current Academic Practice Officer (APO) for your faculty who you may contact for any advice on this matter is: Bob Webber, HU5.99 [email protected]