Please note this module descriptor is indicative of the structure of this course and may be subject to change.
This module investigates the nature and management of customer relationships, (CRM). It concerns an organisation's ability to build and maintain effective relationships with its customers through identifying current and future needs. It critically evaluates the role and application of digital electronic technologies in CRM strategies.
A student passing this module should be able to:
Understand fully concepts relevant to customer relationship management and their application in a variety of business settings
Evaluate strategic and tactical issues involved in customer relationship management. Investigate and evaluate different forms of relationship, such as those that can exist within B2B and B2C CRM frameworks.
Evaluate the role, value and application of information and communication technologies (ICT) in CRM.
Determine the legal issues relevant to the application of ICT within CRM
Enhance skills in: Communications and literacy;Analysis and problem solving; Independent learning and group work; Information and Communications Technology.
A course map contains a list of the individual study units, called modules, that you study to complete your course. Some modules are compulsory, but you can sometimes choose modules outside your core area of study which interest you.
A module is a self-contained, individual unit of study. The module descriptor provides various details about the module including who the module tutor is, what you will be studying, how you will be assessed and what you will have learned once you have completed the module.
Course maps and module descriptors from previous years can be found in the Course Resources Archive.
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