Customer Relationship Management

Singapore University of Social Sciences

Customer Relationship Management (BUS354)

Applications Open: 01 October 2023

Applications Close: 15 November 2023

Next Available Intake: January 2024

Course Types: Modular Undergraduate Course

Language: English

Duration: 6 months

Fees: $1378 View More Details on Fees

Area of Interest: Business Administration

Schemes: Alumni Continuing Education (ACE), Resilience

Funding: SkillsFuture

School/Department: School of Business

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Synopsis

The digital age has transformed how businesses engage their customers. The latest technologies can help organisations to deliver valuable customer experience. BUS354 Customer Relationship Management aims to equip students with the important concepts related to customer relationship management (CRM). Students will learn how companies can understand their customers and build relationships with them. The effective management of customer relationship requires an integrated approach that integrates people, process and technology. Students will also appreciate how technology and analytics can be used to enrich customer experience and strengthen customer relationship in this digital age.

Level: 3
Credit Units: 5
Presentation Pattern: Every semester

Topics

Evolution of customer strategy
Management of customer experience
Perspectives of CRM
Model for CRM
Customer identification
Customer differentiation
Customer interaction
Mass customisation
Technologies for CRM
Customer analytics
Privacy and data protection
CRM for non-profit organisations

Learning Outcome

Demonstrate understanding of CRM evolution and perspectives
Appraise the benefits of CRM
Recognise the importance of managing and protecting customer data
Formulate a successful CRM strategy
Illustrate the impact of customer analytics in the digital age
Examine the use of technologies in CRM