British Columbia Institute of


MKTG 3113 - Customer Relationship Management

Marketing Management Part-time Studies Course

School of Business

Course Details

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.



This course isn't currently offered through BCIT Part-time Studies. Please check back next term or subscribe to receive email updates.

Learning Outcomes

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.

Effective as of Winter 2018

Related Programs

MKTG 3113 is offered as a part of the following programs:

School of Business

  1. Marketing Management
    Part-time   Certificate
  2. Marketing Management (Marketing Communications Option)
    Part-time   Certificate
  3. Marketing Management - Customer Relationship Marketing
    Part-time   Associate Certificate


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Registration News

Registration is currently open for the Spring/Summer 2018 term.

The sneak preview for the Fall 2018 term starts Fri, May 25 at 8:30 am (PDT).

Students may register for Fall 2018 term courses online, by phone, mail or in-person starting Wed, May 30 at 9:00 am (PDT).

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Classroom locations are subject to last minute changes. Please check the Part-time Studies Classroom Locations listing at on the first day of any course you are registered for.

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