Course Information: Universiti Teknologi Mara

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UNIVERSITI TEKNOLOGI MARA

COURSE INFORMATION

Confidential

Course Code : OCS730

Course Name (English) : CUSTOMER RELATIONSHIP MANAGEMENT APPROVED

Course Name (Malay) : PENGURUSAN PERHUBUNGAN PELANGGAN

Course Level : 7 - Masters Degree

SLT : 124 Hours

Equivalent to 3 Credits

Face to Face: 46 Hours

Non Face to Face: 0 Hours

Student Preparation Time: 78 Hours

Pre-Requisite Courses : No course recommendations

Co-requisite Courses : No co-requisite Courses listed

Equivalent Courses : No equivalent Courses listed

Teaching Period Duration : 17 Weeks

Resource Person : MUHAMMAD ISKANDAR BIN HAMZAH

National Education Code : (3)Social Sciences, Business and Law

Delivery Period Duration : 1 Semester

Faculty Name : FACULTY OF BUSINESS MANAGEMENT Start Year : 2024


© Copyright Universiti Teknologi MARA Review Year : 2018
Course Learning Outcomes

At the end of the course, students should be able to:

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

2. CRM Marketing Aspects

2.1 Customer knowledge


2.2 Communication and multi channels
2.3 The individualized customer proposition
2.4 The relationship policy

3. Analytical and Operational CRM

3.1 Relationship data management


3.2 Data analysis and data mining
3.3 Segmentation and selections

4. Operational CRM

4.1 Call center management


4.2 Internet and the website
4.3 Direct mail

5. CRM Implementation

5.1 CRM systems


5.2 Implementation of CRM systems
5.3 The future

Teaching Methodologies

Case Study
Lectures
Seminar/Colloquium

Proposed % Marks Approved by KPP

Faculty Name : FACULTY OF BUSINESS MANAGEMENT Start Year : 2024


© Copyright Universiti Teknologi MARA Review Year : 2018
Question Difficulty Levels Range

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

Group Project - 30% out of 100 on End of Semester. Passing Mark(s): 50


In groups, students shall conduct field survey and perform statistical data analyses that focuses on
customer relationship management issues. Students have to write a report on the findings from the
identified customer relationship management issues. They have to propose solutions based on their
data analyses.
CLO: 3

Individual Project - 20% out of 100 on Week 10. Passing Mark(s): 50


Also known as Chapter Review and Reflection, each students has to write an essay of not less than
1,000 words that offers their thoughts and insight on real-world problems based on what they've learned
from the course.
CLO: 2

Test - 20% out of 100 on Week 12. Passing Mark(s): 50


A single test.
CLO: 1

Transferable Skills

Personal skills, Digital skills, Numeracy skills.

Special Regulation

This Module has no special regulation

Reassessment Requirement

This Module has no Reassessment Requirement

Reassessment Description

This Module has no 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

Faculty Name : FACULTY OF BUSINESS MANAGEMENT Start Year : 2024


© Copyright Universiti Teknologi MARA Review Year : 2018
Other References

This module does not have other references

Course Extra Information

This Module has no extra information

Faculty Name : FACULTY OF BUSINESS MANAGEMENT Start Year : 2024


© Copyright Universiti Teknologi MARA Review Year : 2018
UNIVERSITY TEKNOLOGI MARA

COURSE LEARNING OUTCOMES - MOE LEARNING OUTCOMES - SOFT SKILLS LEARNING OUTCOMES RELATIONSHIP MATRIX

COURSE CODE OCS730 FACULTY / ACADEMY FACULTY OF BUSINESS MANAGEMENT

COURSE NAME (IN ENGLISH) CUSTOMER RELATIONSHIP MANAGEMENT CREDIT UNIT 3

COURSE NAME (IN MALAY) PENGURUSAN PERHUBUNGAN PELANGGAN Resource Person MUHAMMAD ISKANDAR BIN HAMZAH

Achievement of MOHE Learning Outcomes(LO) Achievement of Soft Skills Learning


Outcomes(SS)

Course Learning Outcomes 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 1 2 3 4 5 6 7


(CLO)

CLO1 To assess the


components of CRM
and its relevant issues /
in the service
industry.
( C5 )

CLO2 To propose solutions


to customer
relationship
management issues
by using various / /
information, media
and technology
applications.
( A3 )

Archievement of MOHE Learning Outcomes Soft Skills Learning Outcomes

1. Knowledge 1. Critical Thinking and Problem-solving Skills


2. Practical Skills 2. Communication Skills
3. Thinking and Scientific Skills 3. Team Skills
4. Communication Skills 4. Ethics & Moral Professionalism
5. Social skills, Teamwork and Responsibilities 5. Life-long Learning & Information Management
6. Values, Ethics, Moral and Professionalism 6. Entrepreneurial Skills
7. Information Management and Life Long Learning 7. Leadership Skills
8. Management and Entrepreneurship
9. Leadership Skills
10. Cognitive
11. Interpersonal Skills
12. Digital Skills
13. Leadership,autonomy and responsibility
14. Personal Skills
15. Entrepreneurial skills
16. Numeracy Skills
17. Ethics and Professionalism

Faculty Name : FACULTY OF BUSINESS MANAGEMENT Start Year : 2024


© Copyright Universiti Teknologi MARA Review Year : 2018
Achievement of MOHE Learning Outcomes(LO) Achievement of Soft Skills Learning
Outcomes(SS)

Course Learning Outcomes 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 1 2 3 4 5 6 7


(CLO)

CLO3 To recommend
solutions to customer
relationship
management issues / /
by analysing
statistics.
( C5 )

Archievement of MOHE Learning Outcomes Soft Skills Learning Outcomes

1. Knowledge 1. Critical Thinking and Problem-solving Skills


2. Practical Skills 2. Communication Skills
3. Thinking and Scientific Skills 3. Team Skills
4. Communication Skills 4. Ethics & Moral Professionalism
5. Social skills, Teamwork and Responsibilities 5. Life-long Learning & Information Management
6. Values, Ethics, Moral and Professionalism 6. Entrepreneurial Skills
7. Information Management and Life Long Learning 7. Leadership Skills
8. Management and Entrepreneurship
9. Leadership Skills
10. Cognitive
11. Interpersonal Skills
12. Digital Skills
13. Leadership,autonomy and responsibility
14. Personal Skills
15. Entrepreneurial skills
16. Numeracy Skills
17. Ethics and Professionalism

Faculty Name : FACULTY OF BUSINESS MANAGEMENT Start Year : 2024


© Copyright Universiti Teknologi MARA Review Year : 2018
UNIVERSITY TEKNOLOGI MARA

COURSE LEARNING OUTCOMES - TAXONOMY LEVELS

COURSE CODE OCS730 FACULTY / ACADEMY FACULTY OF BUSINESS MANAGEMENT

COURSE NAME (IN ENGLISH) CUSTOMER RELATIONSHIP MANAGEMENT CREDIT UNIT 3

COURSE NAME (IN MALAY) PENGURUSAN PERHUBUNGAN PELANGGAN Resource Person MUHAMMAD ISKANDAR BIN HAMZAH

COGNITIVE PSYCHOMOTOR AFFECTIVE


COURSE OUTCOMES
C1 C1 C2 C2 C3 C3 C4 C4 C5 C5 C6 C6 P1 P2 P3 P4 P5 P6 P7 A1 A2 A3 A4 A5

To assess the components


of CRM and its relevant
1 issues in the service /
industry.
( C5 )

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 )

Faculty Name : FACULTY OF BUSINESS MANAGEMENT Start Year : 2024


© Copyright Universiti Teknologi MARA Review Year : 2018
UNIVERSITY TEKNOLOGI MARA

COURSE OUTCOMES

COURSE CODE OCS730 FACULTY / ACADEMY FACULTY OF BUSINESS MANAGEMENT

COURSE NAME (IN ENGLISH) CUSTOMER RELATIONSHIP MANAGEMENT CREDIT UNIT 3

COURSE NAME (IN MALAY) PENGURUSAN PERHUBUNGAN PELANGGAN Resource Person MUHAMMAD ISKANDAR BIN HAMZAH

ACHIEVEMENT OF MOE LEARNING OUTCOMES


TEACHING
COURSE LEARNING OUTCOMES METHODOLOGY ASSESSMENT
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17

To assess the components of Lecture Test


1 CRM and its relevant issues in /
the service industry.

To propose solutions to Lecture Case Study


customer relationship Test Individual Project
2 management issues by using / Assignment
various information, media and
technology applications.

To recommend solutions to Lecture Group Project


3 customer relationship /
management issues by
analysing statistics.

Faculty Name : FACULTY OF BUSINESS MANAGEMENT Start Year : 2024


© Copyright Universiti Teknologi MARA Review Year : 2018

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