Customer Lifecycle Management Course Descriptor

Course Summary

In this course learners will explore customer relationship management (CRM) and the importance of customer value to an organisation. Each stage of the customer management life cycle will be examined, with real-world examples to demonstrate how theoretical principles may be deployed.  Ethical and regulatory issues will be discussed regarding customer data management and individual rights. The course will conclude with an evaluation of CRM software solutions and how they can be effectively used by the IT consultant, taking into account diversity and inclusion and ensuring that digital technology solutions are accessible both to customers and employees in an organisation.

This course is designed to equip learners with skills in CRM, encompassing both understanding and managing the customer life cycle. By enhancing learners’ grasp of customer relationships, the course aims to bolster the learner’s ability to achieve personal, team, and organisational goals. Learners will perform customer analysis, facilitating the identification and comprehension of system requirements, and develop client relationships.

Learning Outcomes

On successful completion of the course, learners will be able to:

Knowledge and Understanding

Subject Specific Skills

Transferable and Professional Skills

Teaching and Learning

This is an e-learning course, taught throughout the year.

This course can be offered as a standalone short course.

Teaching and learning strategies for this course will include: 

• On-line learning
• On-line discussion groups
• On-line assessment

Course information and supplementary materials will be available on the University’s Virtual Learning Environment (VLE).

Learners are required to attend and participate in all the formal and timetabled sessions for this course. Learners are also expected to manage their self-directed learning and independent study in support of the course.

The course learning and teaching hours will be structured as follows:

• Off-the-job learning and teaching (6 days x 7 hours) = 42 hours
• On-the-job learning (12 days x 7 hours) = 84 hours (e.g. 2 days per week for 6 weeks)
• Private study (4 hours per week) = 24 hours

Total = 150 hours

Workplace assignments (see below) will be completed as part of on-the-job learning.

Assessment

Formative

Learners will be formatively assessed during the course by means of set assignments. These will not count towards the final degree but will provide learners with developmental feedback. 

Summative

Feedback

Learners will receive formal feedback in a variety of ways: written (via email or VLE correspondence) and indirectly through online discussion groups. Learners will also attend a formal meeting with their Academic Mentor (and for apprentices, including their Line Manager). These bi- or tri-partite reviews will monitor and evaluate the learner’s progress.

Feedback is provided on summatively assessed assignments and through generic internal examiners’ reports, both of which are posted on the VLE.

Indicative Reading

Note: Comprehensive and current reading lists for courses are produced annually in the Course Syllabus or other documentation provided to learners; the indicative reading list provided below is used as part of the approval/modification process only.

Books 

• Linoff, G.S., (2011), Data mining techniques for marketing, sales, and customer relationship management, Hoboken: Wiley
• Kostojohn, S., (2011), CRM fundamentals, Berkeley, CA: Apress
• Buttle, F., and Maklan, S., (2019), Customer Relationship Management: Concepts and Technologies, Routledge

Journals

Learners are encouraged to consult relevant journals on customer lifecycle management. 

Electronic Resources

Learners are encouraged to consult relevant electronic resources on customer lifecycle management. 

Indicative Topics

• Customer relationship management (CRM)
• Customer management lifecycle
• Ethics and data protection