Course Code: BUS354
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Synopsis

The digital age has transformed how businesses engage with customers, making customer relationship management (CRM) more dynamic and data-driven than ever before. BUS354 Customer Relationship Management introduces students to key CRM principles, focusing on how organisations can effectively acquire, engage, and retain customers. The course examines the integration of people, processes, and technology in managing customer relationships. Students will also examine the latest CRM advancements, including artificial intelligence, customer analytics, and omnichannel engagement. Through this course, students will understand how modern CRM strategies and solutions enhance customer experience and create long-term customer value.
Level: 3
Credit Units: 5
Presentation Pattern: EVERY REGULAR SEMESTER

Topics

  • Understanding customer relationships
  • Introduction to CRM
  • Models of CRM
  • Strategic CRM
  • Analytical CRM
  • Operational CRM
  • Social CRM
  • Customisation for customers
  • Implementing CRM
  • CRM in non-profit organisations
  • Privacy and data protection
  • Leveraging AI for CRM

Learning Outcome

  • Demonstrate understanding of core concepts and principles in CRM
  • Differentiate perspectives and forms of CRM
  • Recognise the importance of managing and protecting customer data
  • Formulate a successful CRM strategy
  • Appraise the use of CRM in organisations
  • Examine emerging trends in CRM
Full-time Programmes Part-time Programmes / CET Courses

Who Should Attend

This course is for executive roles requiring business knowledge. It is also suitable for professionals who are interested to learn how they can engage their customers effectively.


Relevance of Course to employment/upskilling/reskilling

This course equips learners with understanding and knowledge on customer relationship management in the digital age. Learners will explore key CRM concepts, customer journey management, and the use of technology and analytics to enhance customer engagement and loyalty.


Schedule

SeminarTimeAgenda
Seminar 1
19:00 – 19:15
Introduction and course expectations
19:15 – 20:30Topic 1
20:30 - 20:40Break
20:40 – 21:50Topic 2
21:50 – 22:00Summary of Seminar 1
Seminar 2
19:00 – 19:15
Recap of Seminar 1
19:15 – 20:30Topic 3
20:30 - 20:40Break
20:40 – 21:50Topic 4
21:50 – 22:00Summary of Seminar 2
Seminar 3
19:00 – 19:15
Recap of Seminar 2
19:15 – 20:30Topic 5
20:30 - 20:40Break
20:40 – 21:50Topic 6
21:50 – 22:00Summary of Seminar 3
Seminar 4
19:00 – 19:15
Recap of Seminar 3
19:15 – 20:30Topic 7
20:30 - 20:40Break
20:40 – 21:50Topic 8
21:50 – 22:00Summary of Seminar 4
Seminar 5
19:00 – 19:15
Recap of Seminar 4
19:15 – 20:30Topic 9
20:30 - 20:40Break
20:40 – 21:50Topic 10
21:50 – 22:00Summary of Seminar 5
Seminar 6
19:00 – 19:15
Recap of Seminar 5
19:15 – 20:30Topic 11
20:30 - 20:40Break
20:40 – 21:50Topic 12
21:50 – 22:00Summary of Seminar 6
SUSS reserves the right to change the course dates, topics, schedule, and trainers.

Assessments

Assignments, Online Test, Others, Written Exam


Requirements

  • Applicants should hold a diploma or an equivalent qualification from a recognised institution.

About the Trainers

Mr Willie Ang has over 15 years of experience lecturing and mentoring undergraduates at SUSS and NTU. He has managed SME portfolios, led regional business development teams, and overseen account management initiatives for MNCs. This extensive experience enables him to integrate practical financial and marketing insights into his teaching, bringing to the classroom a broad professional background in banking, marketing management, business development, logistics, advertising, and relationship management for cross cultural business operations.

Willie is a postgraduate from the University of Birmingham UK and is ACTA certified. Beyond his professional work, he is actively involved in outreaches supporting low-income developing countries. He also demonstrates strong personal discipline and stamina as an avid endurance cyclist and triathlete.


Course Fees, payment and refund policy

 International ParticipantsSingapore Citizen Below 40 years old/ Permanent ResidentSkillsFuture Mid-Career Enhanced Subsidy1 (Singaporeans aged 40 and above)Enhanced Training Support for SMEs2 (Singaporeans and PRs)
Full Course Fee (A)$1,753 $1,461 $1,461 $1,461
SSG Grant Rate (B)0%70%70%70%
SSG grant (C)-$1,022.70 $1,022.70 $1,022.70
Nett course fee (A)-(C) = (D)$1,753.00 $438.30 $438.30 $438.30
9% GST on net course fee (E)$157.77 $39.45 $39.45 $39.45
SSG Enhanced Funding Rate (F)0%0%20%20%
SSG Enhanced Grant (G)- -$292.20 $292.20
Total nett course fee payable, including GST (D) + (E) - (G) = (H)$1,910.77 $477.75 $185.55 $185.55

1 Mid-Career Enhanced Subsidy: Singaporeans aged 40 and above may enjoy subsidies up to 90% of the course fees.
2 Enhanced Training Support for SMEs: SME-sponsored employees (Singapore citizens and PRs) aged 21 and above may enjoy subsidies up to 90% of the course fees.

For the various payment mode, please refer here.
For the refund policy, please refer here. 

A written request for a refund must be submitted and is subject to approval. If written notice of withdrawal is given within the cooling off period1 and before the course start date, a full refund of the fees paid less an administrative charge of $110.00 (exclusive of GST) will be given. No refund will be given for withdrawal thereafter.

1The cooling off period is defined as 7 working days after payment of course fee.


Completion Requirement

  • Attendance: Participants must achieve at least 75% attendance.
  • Assessment: Participants must sit and pass all prescribed assessments and submit all course work stipulated in the section Assessments.
  • Evaluation: Participants are required to complete course evaluations conducted by SUSS and SSG at the end of the training.
Students who achieve at least 75% attendance and meet the course completion requirements will be awarded a Certificate of Completion. For those who do not meet the course requirements, a Certificate of Participation will be issued instead.


For clarification, please contact the SUSS Academy via the following:
Telephone: +65 6248 0263
Email: [email protected]