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MRKT19049 - Customer Relationship Marketing

General Information

Unit Synopsis

This course covers the essential elements of both consumer and business-to-business relationship marketing. Both applications are addressed in terms of how relationships are initiated and developed, their role in the management of customers, and their significance in contributing to enhanced competitive advantage. The assessment for the course comprises two assignments, one for each focus.

Details

Level Undergraduate
Unit Level 2
Credit Points 6
Student Contribution Band SCA Band 4
Fraction of Full-Time Student Load 0.125
Pre-requisites or Co-requisites

Prerequisite: MRKT 11029 or MRKT 11028

Important note: Students enrolled in a subsequent unit who failed their pre-requisite unit, should drop the subsequent unit before the census date or within 10 working days of Fail grade notification. Students who do not drop the unit in this timeframe cannot later drop the unit without academic and financial liability. See details in the Assessment Policy and Procedure (Higher Education Coursework).

Class Timetable View Unit Timetable
Residential School No Residential School

Unit Availabilities from Term 3 - 2014

Term 1 - 2017 Profile
Brisbane
Distance
Melbourne
Sydney

Attendance Requirements

All on-campus students are expected to attend scheduled classes – in some units, these classes are identified as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa, must maintain a full time study load and meet both attendance and academic progress requirements in each study period (satisfactory attendance for International students is defined as maintaining at least an 80% attendance record).

Assessment Overview

Recommended Student Time Commitment

Each 6-credit Undergraduate unit at CQUniversity requires an overall time commitment of an average of 12.5 hours of study per week, making a total of 150 hours for the unit.

Assessment Tasks

Assessment Task Weighting
1. Written Assessment 50%
2. Examination 50%

This is a graded unit: your overall grade will be calculated from the marks or grades for each assessment task, based on the relative weightings shown in the table above. You must obtain an overall mark for the unit of at least 50%, or an overall grade of ‘pass’ in order to pass the unit. If any ‘pass/fail’ tasks are shown in the table above they must also be completed successfully (‘pass’ grade). You must also meet any minimum mark requirements specified for a particular assessment task, as detailed in the ‘assessment task’ section (note that in some instances, the minimum mark for a task may be greater than 50%).

Consult the University’s Grades and Results Policy for more details of interim results and final grades

Past Exams

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Previous Feedback

No previous feedback available

Feedback, Recommendations and Responses

Every unit is reviewed for enhancement each year. At the most recent review, the following staff and student feedback items were identified and recommendations were made.

Source: Student feedback in 'Have your Say'
Feedback
The quiz given was incredibly difficult and did not reflect the learning material. The book was hard to navigate with items not being in the index that we were talking about.
Recommendation
It is recommended that students read the prescribed text chapters, reading materials, and PPT so that they are able to identify the solutions.
Action Taken
Workshop sessions stressed this aspect but students were largely unprepared and did not attend consistently.
Source: Student feedback in 'Have your Say'
Feedback
Moodle did not work well on my iPad
Recommendation
Recommend to TaSAC that core programs such as Moodle are compatible with Apple hardware and operating system.
Action Taken
With increasing mobility and devices, an ability for students to use their iPads to access Moodle would be an advantage.
Source: Student feedback in 'Have your Say'
Feedback
It was difficult to communicate with my lecturer on the forums and via email.
Recommendation
The course coordinator will post relevant announcements on the Moodle site and student queries will be responded.
Action Taken
Moodle posts and emails were used extensively through the term. Emails direct to the UC were tracked and retained on file for audit purposes.
Unit learning Outcomes

On successful completion of this unit, you will be able to:

  1. discuss how to establish a customer oriented culture for relationship marketing in a consumer environment. a. identify and discuss the key tenets of Customer Relationship Marketing (CRM). b. explain the need for CRM and its place in marketing strategy within a consumer environment (B2C - Business to Consumer). c. identify and discuss the critical success factors of CRM within a consumer environment (B2C).
  2. identify, analyse and develop customer relationship programmes in a consumer environment. a. demonstrate an understanding of planning, implementing and maintaining CRM programs in a consumer environment.
  3. discuss how to establish a customer oriented culture for relationship marketing in a business-to-business (B2B) environment. a. develop a well-reasoned definition of CRM in a B2B environment. b. compare and contrast the differences between CRM programs in a B2B environment and a B2C environment
  4. identify, analyse and develop customer relationship programmes in a business-to-business environment. a. demonstrate an understanding of planning, implementing and maintaining CRM programs in a consumer environment.
  5. examine and assess the ethical considerations in CRM

Alignment of Assessment Tasks to Learning Outcomes
Assessment Tasks Learning Outcomes
1 2 3 4 5
1 - Written Assessment • • • • •
2 - Examination • • • • •
Alignment of Graduate Attributes to Learning Outcomes
• Introductory Level
• Intermediate Level
• Graduate Level
Graduate Attributes Learning Outcomes
1 2 3 4 5
1 - Communication • • • • •
2 - Problem Solving • • • • •
3 - Critical Thinking • • • • •
4 - Information Literacy • • • • •
5 - Team Work • • • • •
6 - Information Technology Competence • • • • •
7 - Cross Cultural Competence • • • • •
8 - Ethical practice • • • • •
Alignment of Assessment Tasks to Graduate Attributes
• Introductory Level
• Intermediate Level
• Graduate Level
Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7 8 9 10
1 - Written Assessment • • • • •
2 - Examination • • • •