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Customer Relationship Management - MKTG308

Conventional marketing theory and corporate mission statements lead us to believe that today's organisations should understand and serve customers well. The reality of our experiences as customers is often quite different; conflicting goals, the interests of stakeholders, and even traditional management theory all conspire to ensure that customers are left wondering why they "can't get no satisfaction" (Mick Jagger, 1965). In this unit we explore what customer relationship management (CRM) is really about, and present a proven, managerially-relevant approach to succeeding with CRM programs. CRM normally requires software implementation, but more importantly it involves the alignment of strategy, people, processes and information technology with a strategic focus on customers in order to succeed. Key topics include: customer strategies; customer value; loyalty; experience; life cycle management; sales force automation; marketing automation; service automation; customer profitability; benchmarking; and program implementation. The project in this unit allows students to conduct some simple research based on experience with various organisations.

Credit Points: 3
When Offered:

S1 Day - Session 1, North Ryde, Day

Staff Contact(s): Dr Con Korkofingas

(STAT150 or STAT170 or STAT171 or PSY122) and 6cp at 200 level including (MKTG202 or MKTG203 or MKTG204 or MKTG208 or MKTG210 or MKTG213Prerequisite Information


Unit Designation(s):


Unit Type:
Assessed As: Graded
Offered By:

Department of Marketing and Management

Faculty of Business and Economics

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