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Customer Relationship Management - MARK6006
 Students on quad lawn

   
   
   
 
Campus: Kensington Campus
 
 
Career: Postgraduate
 
 
Units of Credit: 3
 
 
EFTSL: 0.06250 (more info)
 
 
Indicative Contact Hours per Week: 3
 
 
Enrolment Requirements:
 
 
Prerequisite: Enrolment in Graduate Certificate or Master of Marketing programs
 
 
CSS Contribution Charge:Band 3 (more info)
 
   
 
Further Information: See Class Timetable
 
  

Description

Customer relationship management is an enterprise-wide customer-centric approach to maximising customer value. It is aimed at creating long-lasting and profitable relationships with individual customers - in both B2B and B2C contexts. To be effective it requires the creation and maintenance of a direct link between the organisation and its customers. Developments in technology have allowed organizations to look at their customers as individuals and to gather, store and analyse customer-based information. An outcome is an increase in the use of direct marketing techniques such as those for designing and managing consumer databases and customer service centres. Topics include: creating a conducive organisational structure, creating and using databases, managing loyalty programs, the strategic use of consumer data, managing direct distribution and direct communication (electronic and surface mail), consumer databases and privacy, ethics and regulation. Participants will be exposed to a range of relationship-building strategies and techniques, as well as software and eCRM technologies.
Exclusion: MARK5985

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© The University of New South Wales (CRICOS Provider No.: 00098G), 2004-2011. The information contained in this Handbook is indicative only. While every effort is made to keep this information up-to-date, the University reserves the right to discontinue or vary arrangements, programs and courses at any time without notice and at its discretion. While the University will try to avoid or minimise any inconvenience, changes may also be made to programs, courses and staff after enrolment. The University may also set limits on the number of students in a course.