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Unit of study_

Customer Analytics and Relationship Management - MKTG6018

There have been two fundamental shifts in the focus of business and marketing strategy. On the one hand, companies have become more focused on managing relationships with their customers over an extended period of time. On the other hand, more than any time in history companies' decisions become more data-driven due to the exponential increase in the volume of data on customers, competitors and markets. To obtain, retain and grow a customer base, it is crucial to know how to obtain customer information and how to make sense of it. This unit introduces students to fundamental concepts of customer relationship management and state-of-art analytics and how to apply these to real world business problems. The unit covers topics including understanding customer relationships, implementing strategic customer relationship management, handling and analysing customer-related databases, increasing customer profitability based on actionable insights gained from customer data, and giving more value to data through visualisation. Students also gain statistical skills, however, no prior knowledge of statistics is required.

Classes
1x 3hr seminar per week

Assessment
final exam (40%); final presentation (10%), CRM program report (30%), data case write-up (10%), participation (10%)

Details

Faculty: Business (Business School)

Intensive January

07 Jan 2019

Department/School: Marketing
Study Mode: Block mode
Census Date: 25 Jan 2019
Unit of study level: Postgraduate
Credit points: 6.0
EFTSL: 0.125
Available for study abroad and exchange: No
Faculty/department permission required? No
Location
Camperdown
Faculty: Business (Business School)

Semester 2

05 Aug 2019

Department/School: Marketing
Study Mode: Normal (lecture/lab/tutorial) day
Census Date: 31 Aug 2019
Unit of study level: Postgraduate
Credit points: 6.0
EFTSL: 0.125
Available for study abroad and exchange: Yes
Faculty/department permission required? Yes
Location
Camperdown
Faculty: Business (Business School)

Semester 1

25 Feb 2019

Department/School: Marketing
Study Mode: Normal (lecture/lab/tutorial) day
Census Date: 31 Mar 2019
Unit of study level: Postgraduate
Credit points: 6.0
EFTSL: 0.125
Available for study abroad and exchange: Yes
Faculty/department permission required? No
Location
Camperdown
More details
Unit of Study coordinator: Sung Kim; Kiju Jung
HECS Band: 3
Courses that offer this unit

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