1. U24035
CUSTOMER RELATIONSHIP
MANAGEMENT
DR ADRIAN BENFELL

2. WHY CHOOSE CUSTOMER RELATIONSHIP
MANAGEMENT (CRM)?
• Many CRM systems are under utilised, why?
• Shortage of potential (or current) employees with understanding of
business needs combined with knowledge of CRM.
• Critical customer-facing activity for all businesses.
• Employment prospects within the UK and abroad.

3. This table shows
that people who
are able to link
CRM to business
requirements are
in high demand.
Source: IT JOBS
WATCH Jan/Feb
2014
CRM is listed in both IT and Business related fields due to its business focus.

4. KEY FEATURES OF THE UNIT AT A GLANCE
• Understanding and applying CRM from a business perspective.
• The unit includes a mixture of formal lectures, research-based seminars and
practical lab work. In Teaching Block 1, the unit will have 9 lectures and 3
research-based seminars. Practical lab work makes up the whole of Teaching
Block 2.
• Assessment:
• Two items of coursework (50% each);
• Item 1 – a research-based report (1500 words), and Item 2 – a practice-based report (1500 words);
• Both items are individual pieces of coursework.

5. LECTURES
• There are 9 lectures covering the following topics:
• Business Strategy;
• Organisational needs and expectations:
• Marketing and sales campaigns;
• Customer retention;
• Ethical and privacy issues;
• The role of CRM technology.

6. RESEARCH-BASED SEMINARS
• Once the lectures have finished the research-based seminars
will start and will include:
• A review of available CRM systems;
• An analysis of modern challenges when businesses want to use CRM
systems;
• The future direction of CRM.

7. PRACTICAL LAB WORK
• The practical lab work is related to the use of CRM systems.
• The needs of different types businesses will be explored with a
view to ensuring that CRM systems are suitable.
• Leading edge CRM systems such Microsoft Dynamics and
SAP/CRM are taught.

8. FINALLY
• CRM systems are essential for businesses.
• Many CRM systems are under utilised due to the shortage of
skilled employees.
• This unit will provide many of the skills needed to make CRM
systems work effectively.