Gwybodaeth Modiwlau

Module Identifier
Module Title
Customer Relationship Management
Academic Year
Semester 2
Other Staff

Course Delivery

Delivery Type Delivery length / details
Lecture 10 x 2 hours
Seminars / Tutorials 4 x seminars - 1 hour each
Other Discussion and case studies


Assessment Type Assessment length / details Proportion
Semester Assessment Coursework: 2,500 words  40%
Semester Exam 2 Hours   Examination  60%
Supplementary Exam 2 Hours   Examination  60%
Supplementary Assessment Coursework: 2,500 words  40%

Learning Outcomes

On successful completion of this module students should be able to:

* Demonstrate understanding and critical evaluation of CRM theory and application.

* Determine the difference between a customer/market focused business and product focused business and articulate this using CRM theory and knowledge of how to apply this.

* Critically evaluate, analyse and assess the importance of CRM for contemporary businesses of all sizes and locations.

* Evaluate the importance of customer service to businesses of all types, assess where companies fall short of good sercice and know how to improve this.

* Demonstrate knowledge of the key loyalty drivers and how to apply them.

* Discuss different aspects of CRM with confidence.

* Demonstrate self learning, analysis and communication skills.

Brief description

Customer Relationship Management (CRM) is about building relationships with customers in order to develop and build loyalty and so keep customers for longer. This drives higher profits and keeps competitors out. Customer service is a key area here, along with delivering products that exceed customer expectations. The aim is to nurture customers who are loyal to the brand rather than price driven and open to switching to the competition. The module will adopt an international perspective and cover businesses of all types and sizes.


  • Introduction to relationship building
  • Theory, including the Loyalty Ladder, Buttle's Value Chain
  • Segmentation, targeting and positioning
  • CRM technology
  • Loyalty Schemes
  • Knowledge management for closer relationships
  • Channel balancing for profit
  • Customer Service
  • Organisational culture for relationship building - market driven business
  • Relationship building communications media
  • CRM Strategies
  • CRM B2B


Customer Relationship Management (CRM) is a fundamental area in marketing today. It has wide application in marketing prac tice, but is not covered at any depth in our present marketing curriculum. This is a significant gap in our curriculum. Graduates taking up any field in marketing (and business) will need a good understanding of this area in order to knit together other marketing disciplines be they product/brand management, consumer or business to business marketing. Offering this elective module will allow students to integrate theory and practice of contemporary marketing, and in doing so develop a specialism that will enhance their employability.

Module Skills

Skills Type Skills details
Application of Number No.
Communication The skills required for communicating the results of the analysis and recommendations of the business issues will be developed in the coursework. Other communication skills such as presenting and discussions will be obtained via seminar work.
Improving own Learning and Performance This will be gained through the evaluation and analysis of coursework company and classroom exercises.
Information Technology Students will be expected to make appropriate use of word-processing and presentational software in their coursework. Students will also gain an understanding of CRM technology from the lectures. Assessed via coursework outputs.
Personal Development and Career planning The coursework requires students to focus on an applied corporate setting, and in developing their understanding of the research, communication and analytical skills required in that context they will be able to make better-informed career choices and direct their personal development plans accordingly. However, neither skill is directly assessed but instead assessed in a formative way during seminars.
Problem solving Students will develop problem solv ing skills through the evaluation and analysis of the coursework business problem and classroom exercises.
Research skills Students will employ academic and commercial marketing research skills in the coursework.
Subject Specific Skills Critical evaluation and understanding of CRM knowledge and application, applied to a number of business situations.
Team work Students will be expected to work in teams in class exercises and seminars. No formal assessment but feedback given during seminars.


This module is at CQFW Level 6