1. U24035 CUSTOMER RELATIONSHIP MANAGEMENT DR ADRIAN BENFELL

2. WHY CHOOSE CUSTOMER RELATIONSHIP MANAGEMENT (CRM)? Many CRM systems are under utilised, why? Shortage of potential (or current) employees with understanding of business needs combined with knowledge of CRM. Critical customer-facing activity for all businesses. Employment prospects within the UK and abroad. 3. This table shows that people who are able to link CRM to business requirements are in high demand.Source: IT JOBS WATCH Jan/Feb 2014CRM is listed in both IT and Business related fields due to its business focus. 4. KEY FEATURES OF THE UNIT AT A GLANCE Understanding and applying CRM from a business perspective. The unit includes a mixture of formal lectures, research-based seminars and practical lab work. In Teaching Block 1, the unit will have 9 lectures and 3 research-based seminars. Practical lab work makes up the whole of Teaching Block 2. Assessment: Two items of coursework (50% each); Item 1 a research-based report (1500 words), and Item 2 a practice-based report (1500 words); Both items are individual pieces of coursework. 5. LECTURES There are 9 lectures covering the following topics: Business Strategy; Organisational needs and expectations: Marketing and sales campaigns; Customer retention; Ethical and privacy issues; The role of CRM technology. 6. RESEARCH-BASED SEMINARS Once the lectures have finished the research-based seminars will start and will include: A review of available CRM systems; An analysis of modern challenges when businesses want to use CRM systems; The future direction of CRM. 7. PRACTICAL LAB WORK The practical lab work is related to the use of CRM systems. The needs of different types businesses will be explored with a view to ensuring that CRM systems are suitable. Leading edge CRM systems such Microsoft Dynamics and SAP/CRM are taught. 8. FINALLY CRM systems are essential for businesses. Many CRM systems are under utilised due to the shortage of skilled employees. This unit will provide many of the skills needed to make CRM systems work effectively.