Customer Management

Module code: MARK 3114

Module description

Revenue comes from customers. Good customer management is essential, and it is now being recognised that there is a very strong link between customer management performance and overall business performance. Doing this means understanding which customers are profitable and which are not, and then acquiring, retaining and developing the right customers in the most efficient way.

This module will (a) assess organisational competence and weaknesses in customer management performance; (b) make recommendations on how an organisation can improve its CM performance and profitability; (c) appreciate the impact of customer acquisition, retention, development and cost to serve on business profitability; and, (d) understand the importance of customer data in management decision making.

Please note that assessment information is subject to change.

Contact hours per student per year

  • Lectures: 22 hours
  • Tutorials: 8 hours

Assessment components

  • Individual Report: 50%
  • Individual Report: 50%

Additional costs: No extra costs other than purchase of books

 
Events at DMU
Events

At DMU there is always something to do or see, check out our events for yourself.

News target area image
News

DMU is a dynamic university, read about what we have been up to in our latest news section.

Mission and vision target area image
Mission and vision

Read about our mission and vision and how these create a supportive and exciting learning environment.