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Course Outlines

MKTG 3113

Customer Relationship Management

School School of Business + Media
Program Marketing Management
Course Credits 3
Minimum Passing Grade 50%
Start Date September 07, 2021
End Date November 27, 2021
Total Hours 36
Total Weeks 12
Hours/Weeks 3
Delivery Type Other
CRN 46272

Acknowledgement of Territories

The British Columbia Institute of Technology acknowledges that our campuses are located on the unceded traditional territories of the Coast Salish Nations of Sḵwx̱wú7mesh (Squamish), səl̓ilwətaɁɬ (Tsleil-Waututh), and xwməθkwəy̓əm (Musqueam).

Instructor Details

Name Alexandra Yallouz
E-mail Instructor to provide
Location n/a
Office Hours Instructor to provide

Course Description

How do we build customer centric strategies to keep pace with rapidly changing business environments? Every company should put customer relationship management as a strategic business priority in order to maintain mutually sustainable and profitable relationships. This course is designed to provide students with an understanding of Customer Relationship Management (CRM) including strategy, organization, marketing, information technology and implementation.

Course Learning Outcomes/Competencies

Upon successful completion of this course, the student will be able to:

  • Explain the importance of the strategic, technological and organization aspects of CRM.
  • Define and analyze the core elements of CRM that optimize profitability, revenue and customer satisfaction and excellence.
  • Understand how to grow the value of the customer base by setting priorities, targeting the right segments, developing the relationship and creating value at life time events and improving retention rates.
  • Define customer service excellence and how it drives extraordinary experience and relationship management.
  • Describe how multi-channel management, personal selling, and the online environment has influenced the development of long-term customer relationships.
  • Evaluate CRM case studies in the context of current trends and changes in the business environment.
  • Conduct a CRM analysis for an organization.

Learning Resources

“Customer Relationship Management”, 2nd Edition, by Ed Peelan and Rob Beltman. 2014; Pearson Education Canada

Other readings to be handed out, as needed.

Course Goals

Upon successful completion of this course, the student will be able to:

  • Explain the importance of the strategic, technological and organization aspects of CRM.
  • Define and analyze the core elements of CRM that optimize profitability, revenue and customer satisfaction and excellence.
  • Understand how to grow the value of the customer base by setting priorities, targeting the right segments, developing the relationship and creating value at life time events and improving retention rates.
  • Define customer service excellence and how it drives extraordinary experience and relationship management.
  • Describe how multi-channel management, personal selling, and the online environment has influenced the development of long-term customer relationships.
  • Evaluate CRM case studies in the context of current trends and changes in the business environment.
  • Conduct a CRM analysis for an organization.

Evaluation Criteria

Criteria

%

Comments

Week 1 Discussions

5

Week 2 Discussions

5

Week 3 Discussions

5

Week 4 Discussions

5

Week 5 Discussions

5

Week 8 Discussions

5

Week 9 Discussions

5

Term Project

25

Midterm Assignment

20

Final Exam

20

Attendance Requirements

As per BCIT Attendance Policies 5101, 5102, 5104, and 7507, and their accompanying procedures.

Illness: A doctor's note is required for any illness causing you to miss assignments, quizzes, tests, projects, or exams.

Course Schedule and Assignments

Session

Outcome/Material Covered

Reference & Activities

Week #1:

Introducing Customer Relationship Management

Chapter 1 & 2

Week #2:

CRM as a business strategy

Chapter 3 & 4

*Group Assignment Outline - groups assigned

Week #3:

Customer knowledge and CRM tools

Chapter 5

Week #4:

Customer data management

Internet Regulations

The Internet, Big Data and Cyborg Technology

Chapter 6

Week #5:

The customer proposition

The relationship policy

Chapter 11 & 12

Week #6:

Multichannel strategy

*Review for Midterm Exam

Chapter 13

Week #7:

MIDTERM ASSIGNMENT

No lecture - one week to complete the assignment.

Week #8:

Omni-Marketing and Personal selling strategies

Chapter 14

Week #9:

The online environment

A brief history of the Internet

How the Internet has changed marketing

Chapters 15 & 16

Week #10:

The Future of CRM

Chapter 17 & 18

Week #11:

Review

*Term Projects due

Week #12:

Final Exam

*Covers ALL course material

BCIT Policy

Any student who needs special assistance in the event of a medical emergency or building evacuation (either because of a disability or for any other reason) should promptly inform their course instructor(s) and Accessibility Services of their personal circumstances.

Human Rights, Harassment and Discrimination:
The BCIT community is made up of individuals from every ability, background, experience and identity, each contributing uniquely to the richness and diversity of the BCIT community as a whole. In recognition of this, and the intrinsic value of our diversity, BCIT seeks to foster a climate of collaboration, understanding and mutual respect between all members of the community and ensure an inclusive accessible working and learning environment where everyone can succeed.

Respect, Diversity, and Inclusion is a supportive resource for both students and employees of BCIT, to foster a respectful learning and working environment. Any student who feels that they are experiencing discrimination or harassment (personal or human rights-related) can confidentially access this resource for advice and support. Please see Policy 7507 – Harassment and Discrimination and accompanying procedure.

Students should make themselves aware of additional Education, Administration, Safety and other BCIT policies listed at https://www.bcit.ca/about/administration/policies.shtml

Guidelines for School of Business + Media

Attempts:
Students must successfully complete a course within a maximum of three (3) attempts at the course. Students with two attempts in a single course will be allowed to repeat the course only upon special written permission from the Associate Dean. Students who have not successfully completed a course within three attempts may not be eligible to graduate from their respective program.

Attendance:
Regular attendance in lectures and labs is seen as integral to student success, therefore, attendance in class is monitored. Unexcused absences in excess of 10% of the time prescribed for this course may result in the assignment of a failing grade. Attendance may be taken at any time during class. A student not present for attendance will be marked absent. A student who leaves class for a period of time deemed excessive by the instructor may be considered absent regardless of whether they are present when attendance is taken.

In case of illness or other unavoidable absence, students must communicate with the instructor, or the appropriate Program Head, as soon as possible (preferably in advance) indicating the reason for the absence. Students who are seeking accommodation for a medical absence must have a BCIT-approved medical certificate ). For other absences, students must be prepared to provide appropriate supporting documentation.

A student who has unexcused absences in excess of 10% of the time prescribed for the course by the Withdrawal Deadline is considered to have ‘Vanished’ and will be assigned a grade of ‘V’. In these cases, no further work will be graded.

These requirements are set out in accordance with BCIT Policy 5101 Student Regulations. More information regarding withdrawals from PTS courses is available at https://www.bcit.ca/pts/pts_withdrawals.shtml.

Approved

I verify that the content of this course outline is current.
Alexandra Yallouz, Instructor
September 06, 2021

I verify that this course outline has been reviewed.
Bruce Anthony, Program Head
September 07, 2021

I verify that this course outline has been reviewed.
Joe Freeburn, Program Head
September 07, 2021

I verify that this course outline has been reviewed and complies with BCIT policy.
Morgan Westcott, Associate Dean
September 07, 2021

Note: Should changes be required to the content of this course outline, students will be given reasonable notice.