Singapore University of Social Sciences

Customers are at the centre of any business. To achieve business excellence, companies need to understand their customers, manage them and build long lasting relationships with them. BUS354 Customer Relationship Management (CRM) aims to equip students with the important concepts related to managing long-term customer relationships. Students will be taught how to strategise and organise for managing customer relationships. They will also be taught the analytical aspects of customer relationship management that includes data management, data analyses and mining and segmentation. Finally, they will acquire knowledge in the operational aspects of customer relationship management and examine the implementation of CRM systems.