Module code: MARK 3114
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
Additional costs: No extra costs other than purchase of books
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