Course Information: Universiti Teknologi Mara
Course Information: Universiti Teknologi Mara
Course Information: Universiti Teknologi Mara
COURSE INFORMATION
Confidential
Equivalent to 3 Credits
1. To assess the components of CRM and its relevant issues in the service industry. ( C5 )
2. To propose solutions to customer relationship management issues by using various information, media and
technology applications. ( A3 )
3. To recommend solutions to customer relationship management issues by analysing statistics. ( C5 )
Course Description
The objective of this course is to equip students with the knowledge, skills and confidence to succeed as customer and
related service professionals for managerial-level skills in services marketing and managing the customer-supplier
relationship. The course provides a comprehensive, practical, and easy to understand view of CRM and illustrate how to
successfully implement an enterprise customer-focused solution. It will serve both as a resource, defining and illustrating
key CRM concepts and directing the best approaches for adopting and implementing CRM solutions. Case studies will be
used to highlight and illustrate the principles and practices of CRM.
Syllabus Content
1. Introduction to CRM
1.1 Introduction
1.2 Customer-supplier relationships
1.3 CRM as an integral business strategy
1.4 The relationship-oriented organization
4. Operational CRM
5. CRM Implementation
Teaching Methodologies
Case Study
Lectures
Seminar/Colloquium
C1 - C2 30 - 75
C3 - C4 15 - 40
Assessment
Continuous 100.00%
Assessment: Case Study - 30% out of 100 on Every Week. Passing Mark(s): 50
Text-book Case Study. Students shall work in a group by proposing solutions to customer relationship
management issues and problems by using various information, media and technology applications
available.
CLO: 2
Transferable Skills
Special Regulation
Reassessment Requirement
Reassessment Description
Recommended Text
1. Ed Peelen,Rob Beltman, Customer Relationship Management, 2nd Edition, Pearson Education, 2013, ISBN:
0273774956
2. Annekie Brink,Adele Berndt, Relationship Marketing and Customer Relationship Management, Juta and Company Ltd,
2008, ISBN: 0702177393
3. Francis Buttle, Customer Relationship Management, Routledge, 2009, ISBN: 1856175227
References
COURSE LEARNING OUTCOMES - MOE LEARNING OUTCOMES - SOFT SKILLS LEARNING OUTCOMES RELATIONSHIP MATRIX
COURSE NAME (IN MALAY) PENGURUSAN PERHUBUNGAN PELANGGAN Resource Person MUHAMMAD ISKANDAR BIN HAMZAH
CLO3 To recommend
solutions to customer
relationship
management issues / /
by analysing
statistics.
( C5 )
COURSE NAME (IN MALAY) PENGURUSAN PERHUBUNGAN PELANGGAN Resource Person MUHAMMAD ISKANDAR BIN HAMZAH
To propose solutions to
customer relationship
management issues by
2 using various information, /
media and technology
applications.
( A3 )
To recommend solutions to
customer relationship
3 management issues by /
analysing statistics.
( C5 )
COURSE OUTCOMES
COURSE NAME (IN MALAY) PENGURUSAN PERHUBUNGAN PELANGGAN Resource Person MUHAMMAD ISKANDAR BIN HAMZAH