Customer Marketing

Module code: MARK 3014

Module descriptor

Customer Management is about: 

  • Finding the right customers (those with an acceptable current and future net value)
  • Getting to know them (as individuals or groups)
  • Growing their value (if appropriate) and
  • Retaining their business in the most efficient and effective way.

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.

Customer management involves a comprehensive understanding of customer needs as either individual customers or segments of customers. Propositions need to be developed that will match the needs of these customers and will be attractive to new customers.

CEOs should demonstrate leadership in customer management and be responsible for looking after customers as this is too important to be delegated to the marketing department. Having the right people, processes, customer information and technology helps enable good customer management.

This module develops an understanding of how an organisation can avoid becoming a 'stupid company' by developing and implementing effective Customer Management.

Please note that assessment information is subject to change.

Contact hours per student per year:

  • Lectures: 23 hours
  • Tutorials: 8 hours


  • Individual report: 40%
  • Unseen exam: 60%

Additional costs: No extra costs other than purchase of books

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