NCHNAL6119 Customer Lifecycle Management Course Descriptor

Course Summary

In this course students will explore customer relationship management (CRM) and the importance of customer value to an organisation. Each stage of the customer management lifecycle 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.

Course Aims

• Train students in customer relationship management.
• Train students in understanding and managing the customer lifecycle.
• For students to better understand customer relationships and thus be more successful at achieving individual, team and organisation goals.

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).

Students are required to attend and participate in all the formal and timetabled sessions for this course. Students 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:

• Learning and teaching (6 days x 8 hours) = 48 hours 
• Independent study = 102 hours 

Indicative total learning hours for this course: 150 hours 

Assignments (see below) will be completed as part of private study.

Assessment

Formative

Students 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

All summative assessments will be assessed in accordance with the assessment aims set out in the programme specification.

Feedback

Students will receive formal feedback in a variety of ways: written (via email or VLE correspondence) and indirectly through online discussion groups. Students will also attend a formal meeting with their Mentor. These reviews will monitor and evaluate the learner’s progress.

Feedback is provided on summative assessment and is made available to the student either via email, the VLE or another appropriate method.

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

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

Electronic Resources

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

Indicative Topics

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