MRKT19049 - Customer Relationship Marketing
Term 1 - 2017


All details in this unit profile for MRKT19049 have been officially approved by CQUniversity and represent a learning partnership between the University and you (our student). The information will not be changed unless absolutely necessary and any change will be clearly indicated by an approved correction included in the profile.

Overview

The unit covers the essential elements of customer relationship marketing for organisations engaged in business-to-consumer (B2C) and business-to-business (B2B) markets. This unit addresses how relationships are initiated, developed and maintained overtime, what roles managers play in maintaining customer relationships in their organisations, how these activities are evaluated and compensated, what benefits/advantages are created by sustained customer relationships, and how customer relationships vary across industries/sectors.

Details

Career Level Undergraduate
Unit Level Level 2
Credit Points 6
Student Contribution Band 3A
Fraction of Full-Time Student Load 0.125

Pre-requisites or Co-requisites

Prerequisite: MRKT11029 or MRKT11028

Attendance Requirements

All on-campus students are expected to attend scheduled classes – in some units, these classes are identified as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa, must maintain a full time study load and meet both attendance and academic progress requirements in each study period (satisfactory attendance for International students is defined as maintaining at least an 80% attendance record).

Offerings

Term 1 - 2017
  • Brisbane
  • Distance
  • Melbourne
  • Sydney

Website

This unit has a website, within the Moodle system, which is available two weeks before the start of term. It is important that you visit your Moodle site throughout the term. Go to Moodle

Recommended Student Time Commitment

Each 6-credit Undergraduate unit at CQUniversity requires an overall time commitment of an average of 12.5 hours of study per week, making a total of 150 hours for the unit.

Class Timetable

Assessment Overview

Assessment Task Weighting
1. Written Assessment 20%
2. Online Quiz(zes) 30%
3. Presentation and Written Assessment 50%

This is a graded unit: your overall grade will be calculated from the marks or grades for each assessment task, based on the relative weightings shown in the table above. You must obtain an overall mark for the unit of at least 50%, or an overall grade of ‘pass’ in order to pass the unit. If any ‘pass/fail’ tasks are shown in the table above they must also be completed successfully (‘pass’ grade). You must also meet any minimum mark requirements specified for a particular assessment task, as detailed in the ‘assessment task’ section (note that in some instances, the minimum mark for a task may be greater than 50%). Consult the University’s Grades and Results Procedures for more details of interim results and final grades.

All University policies are available on the IMPortal.

You may wish to view these policies:

  • Grades and Results Procedure
  • Assessment Policy and Procedure (Higher Education Coursework)
  • Review of Grade Procedure
  • Academic Misconduct Procedure
  • Monitoring Academic Progress (MAP) Policy and Procedure – Domestic Students
  • Monitoring Academic Progress (MAP) Policy and Procedure – International Students
  • Refund and Excess Payments (Credit Balances) Policy and Procedure
  • Student Feedback – Compliments and Complaints Policy and Procedure
  • Acceptable Use of Information and Communications Technology Facilities and Devices Policy and Procedure

This list is not an exhaustive list of all University policies. The full list of University policies are available on the IMPortal.

Feedback, Recommendations and Responses

Every unit is reviewed for enhancement each year. At the most recent review, the following staff and student feedback items were identified and recommendations were made.

Feedback Source Recommendation
The quiz given was incredibly difficult and did not reflect the learning material. The book was hard to navigate with items not being in the index that we were talking about. Student feedback in 'Have your Say' It is recommended that students read the prescribed text chapters, reading materials, and PPT so that they are able to identify the solutions.
It was difficult to communicate with my lecturer on the forums and via email. Student feedback in 'Have your Say' The course coordinator will post relevant announcements on the Moodle site and student queries will be responded.
Moodle did not work well on my iPad Student feedback in 'Have your Say' Recommend to TaSAC that core programs such as Moodle are compatible with Apple hardware and operating system.
On successful completion of this unit, you will be able to:
  1. Identify and discuss the critical theories, models, environmental forces, key stakeholders and current industry practices affecting customer relationship marketing in the 21st Century.
  2. Demonstrate an understanding of planning, implementing, controlling, and maintaining B2B and B2C programs within the customer relationship marketing environment.
  3. Develop, justify and evaluate customer relationship marketing programs within B2B and B2C marketing settings.
  4. Assess the effects of social, environmental and ethical groups and their activities in managing, and successfully implementing the customer relationship marketing programs.

The Unit Learning Outcomes for MRKT19049 are linked directly to the Marketing Course Learning Outcomes and are also consistent with the learning outcomes as specified in the threshold learning standards for the bachelor's level marketing degrees, developed by TEQSA under the Higher Education Standards Framework.

Alignment of Assessment Tasks to Learning Outcomes

Assessment Tasks Learning Outcomes
1 2 3 4
1 - Written Assessment
2 - Online Quiz(zes)
3 - Presentation and Written Assessment

Alignment of Graduate Attributes to Learning Outcomes

  • Introductory Level
  • Intermediate Level
  • Graduate Level
Graduate Attributes Learning Outcomes
1 2 3 4
1. Communication
2. Problem Solving
3. Critical Thinking
4. Information Literacy
5. Team Work
6. Information Technology Competence
7. Cross Cultural Competence
8. Ethical practice

Alignment of Assessment Tasks to Graduate Attributes

  • Introductory Level
  • Intermediate Level
  • Graduate Level
Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7 8
1 - Written Assessment
2 - Online Quiz(zes)  
3 - Presentation and Written Assessment

Prescribed Textbooks

Relationship Marketing: Exploring Relational Strategies in Marketing
Author/s: John Egan Year: 2011
Edition: 4 Publisher: Financial Times/Prentice Hall
City: Harlow State: Essex
Country: United Kingdom
View textbooks at the CQUniversity Bookshop

IT Resources

You will need access to the following IT resources:
  • Unit Website (Moodle)
  • CQUniversity Student Email
  • Internet
  • Microsoft Office
  • Zoom.us
All submissions for this unit must use the American Psychological Association (APA) referencing style (details can be obtained here). For further information, see the Assessment Tasks below.
Unit CoordinatorMalcolm Johnson (m.n.johnson@cqu.edu.au)
Note: Check the Term-Specific section for any additional contact information provided by the teaching team
Week Begin Date Module/Topic Chapter Events and Submissions
Week 1 06-03-2017

100 Years of Marketing & Relationships in Marketing

1 & 2

Zoom: Online workshop: Welcome to the unit

Week 2 13-03-2017

Relationships

3

Week 3 20-03-2017

Relationship Economics

4

Zoom: Online workshop for Assessment #1

Week 4 27-03-2017

Strategy Continuum & Relationship Drivers

5 & 6

Case Study Due Friday (31 Mar 17) 05:00 PM AEST
Week 5 03-04-2017

Customer Partnerships

7

Zoom: Online workshop to prepare for Assessment #2

Vacation Week 10-04-2017
Week 6 17-04-2017

Internal Partnerships

8

Week 7 24-04-2017

Supplier Partnerships

9

Online Quiz Due Friday (28 Apr 17) 05:00 PM AEST
Week 8 01-05-2017

External Partnerships

10

Week 9 08-05-2017

Relationship Management

11

Zoom: Online workshop to prepare for Assessment #3

Week 10 15-05-2017

Relationship Technology

12

Week 11 22-05-2017

Conceptual Developments

13

Zoom: Online workshop prior to submitting Assessment #3

Week 12 29-05-2017

Assessment #3 CRM Presentations

Customer Relationship Marketing report and Class Presentation or Sound/Video file Due Monday (29 May 17) 09:00 AM AEST
Review/Exam Week 05-06-2017
Exam Week 12-06-2017

To contact the Unit Coordinator:

Unit Coordinator: Dr Malcolm Johnson

Email: MRKT19049-admin@cqu.edu.au
If sending an email, please:
1. Include the Unit code in the Subject line
2. Ensure your questions are succinct.

Phone: 07-40374731
Please leave a message: clearly state the unit code, your name, your question, and then a contact number (please repeat your contact number S-L-O-W-L-Y at the end of the message).

Campus Lecturers: Brisbane: Sandra Sergeant (s.sergeant1@cqu.edu.au); Sydney: Brenton Price (b.price@cqu.edu.au); Melbourne: Dr Steven Mennen (s.mennen@cqu.edu.au)

1 Written Assessment

Assessment Title Case Study
Task Description

Your task is to read a case study given to you at the commencement of the Term. In no more than 1000 words, not including references, answer both questions at the end of the case study.

Skills

  • This is an individual assessment (no groups).
  • Case studies help students recognise, diagnose and define problems.
  • Case studies are common methods of problem-based learning.
  • Case studies make learning relevant to real-world situations.

Instructions

  • Present your case study answers in a formal Word document format.
  • Please use size 12 font with 1.5 line spacing in a Word document (no PDF).
  • Your case study answers need to cover in total at least five (5) scholarly journal articles or academic text books, excluding the course text and references pointing to a Website, on the topic.
  • Selection of literary support from Google; Wikipedia; www.NetMBA.com; www.marketingteacher.com, www.tutor2u.com and similar will be treated very negatively. PLEASE BE AWARE, THESE ARE NOT APPROPRIATE SOURCES FOR YOUR ACADEMIC ASSIGNMENTS AND USE OF THEM IS NOT ACCEPTABLE.
Assessment Due Date Week 4 Friday (31-Mar-2017) 05:00 PM AEST
Return Date to Students Week 5 Friday (07-Apr-2017)
Weighting 20%
Assessment Criteria
  • Question 1 answer. Out of 7 marks.
  • Question 2 answer. Out of 8 marks.
  • Structure, grammar and presentation. Out of 2 marks.
  • Citations and Reference list (APA format). Out of 3 marks.
  • Total: Out of 20 marks
Referencing Style American Psychological Association (APA)
Submission Online

Please ensure that your assignment is in Word format and submitted through Turnitin in Moodle.

Learning Outcomes Assessed
This section can be expanded to view the assessed learning outcomes

1. Identify and discuss the critical theories, models, environmental forces, key stakeholders and current industry practices affecting customer relationship marketing in the 21st Century.

2. Demonstrate an understanding of planning, implementing, controlling, and maintaining B2B and B2C programs within the customer relationship marketing environment.

3. Develop, justify and evaluate customer relationship marketing programs within B2B and B2C marketing settings.

4. Assess the effects of social, environmental and ethical groups and their activities in managing, and successfully implementing the customer relationship marketing programs.

Graduate Attributes
This section can be expanded to view the assessed graduate attributes

1. Communication

2. Problem Solving

3. Critical Thinking

4. Information Literacy

5. Team Work

6. Information Technology Competence

7. Cross Cultural Competence

8. Ethical practice



2 Online Quiz(zes)

Assessment Title Online Quiz
Task Description

Online Quiz comprising 30 questions. Duration 60 minutes.

This one hour online exam will cover material from lectures and the chapters covered in Weeks 1-5 inclusive. The online exam will open at 5:00 PM on Friday in Week 6 and close at 5:00PM on Friday in Week 7. You can complete it at any time during this period.

Skills

  • This is an individual assessment (no groups).
  • Quiz will test knowledge and understanding.
  • Answer format will be a combination of multiple choice and true or false.

Instructions and advice

  • Quiz will be available in the Assessment block on the Unit's Moodle site.
  • Responsibility for access, Internet Service Provider, browsers, Internet connection and the computer you use remains with the student.
  • Refer system access problems (e.g. Moodle login or password issues) to the Technology and Services Assistance Centre (tasac@cqu.edu.au) as soon as possible.
  • Any problems during the quiz (e.g. screen has frozen) email the Course Coordinator (MRKT19049-admin@cqu.edu.au) as soon as possible providing your name, student number, campus and approximate time the problem occurred.
  • We encourage you to use your own timer and not rely on the computer.
  • The online quizzes will be available 24 hours a day from the opening day/time until the closing day/time.
  • We encourage you not to wait until the last day to complete the quiz.
Number of Quizzes 1
Frequency of Quizzes Other
Assessment Due Date Week 7 Friday (28-Apr-2017) 05:00 PM AEST
Quiz will open 5:00PM Friday Week 6 and close 5:00PM Friday Week 7 AEST.
Return Date to Students Week 8 Monday (01-May-2017)
Marks automatically available on completion of the quiz
Weighting 30%
Assessment Criteria
  • Each question is worth one mark.
  • Length 30 questions.
  • Duration 60 minutes
  • Total: Out of 30 marks.
Submission Online

Access the exam through Moodle

Learning Outcomes Assessed
This section can be expanded to view the assessed learning outcomes

1. Identify and discuss the critical theories, models, environmental forces, key stakeholders and current industry practices affecting customer relationship marketing in the 21st Century.

2. Demonstrate an understanding of planning, implementing, controlling, and maintaining B2B and B2C programs within the customer relationship marketing environment.

3. Develop, justify and evaluate customer relationship marketing programs within B2B and B2C marketing settings.

4. Assess the effects of social, environmental and ethical groups and their activities in managing, and successfully implementing the customer relationship marketing programs.

Graduate Attributes
This section can be expanded to view the assessed graduate attributes

1. Communication

2. Problem Solving

3. Critical Thinking

4. Information Literacy

6. Information Technology Competence

7. Cross Cultural Competence

8. Ethical practice



3 Presentation and Written Assessment

Assessment Title Customer Relationship Marketing report and Class Presentation or Sound/Video file
Task Description

Assessment "Reasons Why Customer Relationship Marketing is Important in Business" (50%)

Choose one organisation (perhaps even CQU) where you are already a customer/client, and where there is some evidence that they use relationship marketing. Your task in this group assessment is to write an insightful 3000 word report (maximum: penalties apply if this is exceeded) on the organisation's CRM and to deliver a five minute presentation of key findings.

Some words of caution:

ALL submissions are scrutinised by Turnitin and compared with work that has been submitted by your colleagues, and those that have taken this unit in prior semesters. Significant penalties apply if any part of a submission is not your own work.

CRM Report

  1. Identify and explain the customer relationship marketing techniques used by the organisation (e.g. customer satisfaction survey for important feedback, customer service departments, maintenance plans and promotions, instalment payment plans, extended warranties etc.);
  2. Discuss the different methods used by the organisation for attracting and keeping customers (e.g. marketing campaigns promoting the firm, special pricing offers, quality products/services, loyalty schemes, club memberships, free gifts, valued customer bookings etc.);
  3. Discuss how the organisation makes use of customer relationship management (CRM) systems (e.g. customer satisfaction monitoring, software systems that manage billings, analysis of customer data, triggers for sales promotion activities etc.); and
  4. Provide three ways your chosen organisation might improve relationships with its customers.

Skills

  1. This is a group assignment (two to three people per group) encouraging development of skills in team work
  2. Encourages application of evidence-based insights through consulting a wide range of academic research journals.
  3. As a comprehensive analysis, this assignment will provide you with the opportunity to demonstrate what you have learnt in this course; and
  4. Customer Relationship Marketing reports are an essential aspect in marketing.

Instructions

  1. The Customer Relationship Marketing report will be presented as a formal business report;
  2. Please use size 12 font with 1.5 line spacing in a Word document (no PDF);
  3. Your report needs to cover at least ten scholarly journal articles, excluding the course text and references pointing to a Website, on the topic; and
  4. Selection of literary support from Google; Wikipedia; www.NetMBA.com; www.marketingteacher.com, www.tutor2u.com and similar will be treated very negatively. PLEASE BE AWARE, THESE ARE NOT APPROPRIATE SOURCES FOR YOUR ACADEMIC ASSIGNMENTS AND USE OF THEM IS NOT ACCEPTABLE.

Presentation

On submission of your written report, you are required to make a five minute presentation on your report (with supporting Word script).

On-campus students will deliver your presentation in class, and submit your script on Moodle.

Off-campus students will record a sound or video file of your presentation, and submit the file and your script on Moodle.

Skills

  1. This is a group assignment as noted above;
  2. The assignment assesses your ability to personally ‘brief’ a client or business owner/manager on the importance of Customer Relationship Marketing (CRM); and
  3. Encourages application of evidence-based insights to persuasively support your recommendations.
  4. Participation in the Assignment Discussion Forum will extend the development of your skills in team work and improve the quality of the presentation.

Instructions

  1. Maximum duration: 5 minutes;
  2. The written script has no word limit but should reflect each word spoken in the presentation;
  3. Use of PowerPoint slides is not necessary;
  4. If you decide to use PowerPoint slides, five slides are maximum;
  5. Citations and a reference list is not required;
  6. Target audience: a client or a business owner/manager;
  7. On-campus students ‘deliver’ during the class, and then submit your script on Moodle;
  8. Off-campus students must upload a sound or video file to Moodle and also submit your script on Moodle; and
  9. As this is an assessment item, you are not permitted to post your sound or video file on YouTube or any other publicly accessible site.
Assessment Due Date Week 12 Monday (29-May-2017) 09:00 AM AEST
Report and Presentation due at the same time
Return Date to Students Exam Week Friday (16-Jun-2017)
After ratification of unit results by the Assessment Board
Weighting 50%
Assessment Criteria

CRM Report

  • Executive summary. (Out of 2 marks)
  • Introduction. (Out of 2 marks).
  • Identification and explanation of relationship marketing techniques. (Out of 5 marks)
  • Customer acquisition and retention strategies. (Out of 7 marks)
  • Use of CRM system. (Out of 7 marks)
  • Conclusion. (Out of 2 marks)
  • Three recommendations. (Out of 4 marks)
  • Structure, grammar and presentation. (Out of 5 marks)
  • Citations and Reference list. (Out of 6 marks)
  • Total: Out of 40 marks

CRM Presentation

  • Clear and confident delivery. (Out of 2 marks)
  • CRM defined and explained. (Out of 4 marks)
  • Importance of CRM. (Out of 4 marks)
  • Total: Out of 10 marks
Referencing Style American Psychological Association (APA)
Submission Online

Please ensure that your assignment is in Word format and submitted through Turnitin in Moodle.

Learning Outcomes Assessed
This section can be expanded to view the assessed learning outcomes

1. Identify and discuss the critical theories, models, environmental forces, key stakeholders and current industry practices affecting customer relationship marketing in the 21st Century.

2. Demonstrate an understanding of planning, implementing, controlling, and maintaining B2B and B2C programs within the customer relationship marketing environment.

3. Develop, justify and evaluate customer relationship marketing programs within B2B and B2C marketing settings.

4. Assess the effects of social, environmental and ethical groups and their activities in managing, and successfully implementing the customer relationship marketing programs.

Graduate Attributes
This section can be expanded to view the assessed graduate attributes

1. Communication

2. Problem Solving

3. Critical Thinking

4. Information Literacy

5. Team Work

6. Information Technology Competence

7. Cross Cultural Competence

8. Ethical practice



Engagement

The assessment in this Unit provides an opportunity to apply customer relationship marketing concepts and frameworks to identify how an organisation might improve its service delivery to its customers/clients.

Graduate Attributes

Graduate Attributes encompass:

  • Communication
  • Problem solving
  • Critical thinking
  • Information literacy
  • Team work
  • Information technology competence
  • Cross-cultural competence
  • Ethical practice

Sustainability

Business sustainability has its foundation in providing profitable services to clients that meet or exceed their expectations. Inputs to this may include social and environmental sustainability as determined by the nature of the service and its delivery. Such measures are increasingly being used by organisations in their reporting to shareholders and stakeholders.

Work Related Learning

Work submitted for assessment has a purpose beyond demonstrating academic achievement. It can be added to your portfolio of work to demonstrate the quality of your customer relationship marketing analysis and the potential contribution you can make to current and future employers


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