The area of customer relationship management (CRM) has become an increasingly important area for most organisations as they operate in increasingly competitive environments where they must attract, retain and develop customers. This unit will develop students' understanding of the concept of CRM; promote a deeper understanding of the process of CRM; and encourage students to become sensitive to the value of developing deep relationships with customers and the value of these relationships in the long term success of any business. Students will analyse domestic and international case studies and will develop their own CRM strategy as part of a final assignment. -- Course Website
Instructor: Mr Con Korkofingas
Prerequisites: BUS651 or MKTG696 or admission to MCom or MIntBus or MEc or MActPrac prior to 2011
