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CRM and Customer Experience - MGSM823

This unit is subject to a quota. Limited places are available. Please refer to the Faculty for further information

All businesses need to understand how to build ongoing profitable relationships with their customers. This unit explores the ways in which Customer Relationship Management (CRM) is concerned with the development and maintenance of long-term, mutually beneficial relationships with strategically significant customers.

This course presents CRM as an intelligent management of the existing and potential customer base, with a view to optimising long-term company and customer value. Issues such as customer portfolio analysis, network management, database development, data mining and capability including the Big Data phenomenon, developing customer value propositions, customer interactions across full set of touch points, IT for CRM customer bonding strategies and the role of social CRM will be covered.

Credit Points: 4
When Offered:

Term 3 North Ryde - June to September

Term 4 North Ryde - September to December

Staff Contact(s): studentservices@mgsm.edu.au
Prerequisites:

MGSM820 or MGNT607 Prerequisite Information

Corequisites:

NCCW(s):
Unit Designation(s):
Assessed As: Graded
Offered By:

Department of Marketing

Faculty of Business and Economics

Course structures, including unit offerings, are subject to change.
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