WM9B4-15 eCustomer Relationship Management
Introductory description
eCustomer Relationship Management (eCRM) tools and techniques are key to the modern enterprise, particularly for eBusiness and eCommerce companies. At its essence, successful eCRM is achieved at the intersection of people, process, and technology, each of which represents a key theme of the module.
● People: concerning the business's customers but also its staff. This aspect includes sessions on selling, customer requirements, influencing, and the use of social media channels to manage relationships.
● Process: a key determiner of successful eCRM implementations is integrating the technologies and techniques with business process. In this part of the module participants will be introduced to process mapping and re-engineering.
● Technology: the final aspect concerns eCRM solutions themselves. Participants will be working with an industry standard eCRM solution, currently VTiger but potentially subject to change dependent on market trends. Alongside the theoretical underpinnings and architectures of eCRM tools, participants engage on hands-on activity, including a simulation activity.
Module aims
The module aims to expose participants to the latest technologies and techniques used in modern eCRM practice. Throughout this curricula particular emphasis is made on both the role of digital technologies (website solutions, social media and eCRM tools themselves), and also on practical implementation. The module culminates in a simulation activity where participants engage in a full sales process including client meetings, sales propositions, and reputation management, all delivered via an industry-standard eCRM solution.
Outline syllabus
This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.
"eCustomer Relationship Management Fundamentals a. What is eCustomer Relationship Management? b. People, Process and Technology
Customer Management (People) a. Lead Generation b. Sales Pipelines and Sales Practice c. Customer Segmentation d. Social CRM (CRM through social media) e. Reputation Management
Process and Project Management (Process) a. Process Mapping b. Process Re-engineering and Optimisation c. Project Management for eCRM
eCustomer Relationship Solutions a. eCRM Tool Analysis b. Customer Data Management c. Solution Integration
eCustomer Relationship Management Simulation a. A simulation exercise incorporating the aspects above."
Learning outcomes
By the end of the module, students should be able to:
- Demonstrate a comprehensive understanding of eCustomer Relationship Management
- Critically evaluate and map business processes, and evaluate opportunities for optimisation
- Interpret and evaluate business requirements and determine appropriate eCustomer Relationship Management solutions
- Critically evaluate complex organisational structures and determine appropriate implementation plans
Indicative reading list
View reading list on Talis Aspire
Interdisciplinary
A mixure of technology/computing topics and business topics
International
Topics are of high international demand
Subject specific skills
Customer relationship management, customer experience management, social media, reputation management
Transferable skills
Presentation skills, research, teamwork, consulting skills, sales skills, critical thinking
Study time
| Type | Required |
|---|---|
| Lectures | 14 sessions of 1 hour 30 minutes (14%) |
| Seminars | 12 sessions of 1 hour 30 minutes (12%) |
| Online learning (independent) | 4 sessions of 1 hour 30 minutes (4%) |
| Assessment | 105 hours (70%) |
| Total | 150 hours |
Private study description
No private study requirements defined for this module.
Costs
No further costs have been identified for this module.
You do not need to pass all assessment components to pass the module.
Assessment group A
| Weighting | Study time | Eligible for self-certification | |
|---|---|---|---|
| Presentation of an eCRM solution | 20% | 15 hours | No |
|
Presenting the results of an in-class simulation |
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| Post Module Assignment | 80% | 90 hours | Yes (extension) |
|
A business-style report on an eCRM topic |
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Assessment group R
| Weighting | Study time | Eligible for self-certification | |
|---|---|---|---|
| Post Module Assignment | 100% | Yes (extension) | |
|
A business-style report on an eCRM topic |
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Feedback on assessment
Verbal feedback for in-module element. Written feedback and annotated scripts for post-module element
Courses
This module is Optional for:
- Year 2 of TWMS-H1S4 Postgraduate Taught e-Business Management (Full-time)