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Managing Customer Relationships - MKTG714

The area of customer relationship management (CRM) has become an increasingly important area for most organisations as they operate in increasingly competitive environments where they must attract, retain and develop customers. This unit will develop students' understanding of the concept of CRM; promote a deeper understanding of the process of CRM; and encourage students to become sensitive to the value of developing deep relationships with customers and the value of these relationships in the long term success of any business. Students will analyse domestic and international case studies and will develop their own CRM strategy as part of a final assignment. Students will also develop a critical awareness of the CRM academic literature including contemporary theoretical and research issues.

Credit Points: 4
When Offered:

S1 Day - Session 1, North Ryde, Day

Staff Contact(s): Dr Con Korkofingas

Admission to MRes Prerequisite Information


NCCW(s): MKTG814
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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