Program Overview

Award in Customer Relationship Management

Overview

This course allows learners to become knowledgeable and focus on customers, effective customer management, and its importance on the overall success of the organisation.

Programme Description

This course will allow learners to be exposed to various philosophies of customer relationship, various relationship processes, various models on providing values and satisfaction, as well as the importance of understanding customers.

Awarding Body & Accreditation

This qualification is awarded by eie Institute of Education and is accredited by the Malta Further and Higher Education Authority (MFHEA). MFHEA deems this Award to be at MQF Level 5 (12 ECTS) of the Malta Qualifications Framework and the European Qualifications Framework for lifelong learning.

Learning Outcomes

Competences

At the end of the course, the learner will have acquired the responsibility and autonomy to:

• Ensure in-depth understanding of the core concepts of customer relationship management
• Ensure effective use of various tools which enhance and strengthen customer relationship management
• Monitor trends and new CRM systems which can be implemented within organisations to enhance performance

Knowledge

At the end of the course, the learner will have been exposed to the following:

• Define ‘customer’ and ‘customer relationship management’
• Critically identify the role of customer relationship management in the overall strategy of the organisation
• Recall and critically discuss the ‘customer lifecycle’ and its different stages including acquisition, retention, and development
• Describe the importance of implementing customer relationship management strategies in an organisation and its challenges and potential benefits
• List and discuss various tools which can be used for effective customer relationship management and its implementation
• Recall tools such as the ‘Value Pyramid’, ‘Customer Interaction Cycle’, ‘Customer Profiling’, and ‘Total Customer Experience’ and their potential application
• Critically recall and analyse the role of marketing and marketing campaigns in relation to customer relationship management
• List and critically reflect on different types of communication methods which can be used to communicate with customers
• Critically discuss the importance of customer identification, segmentation, selection, profiling, and retention
• Critically discuss the importance of various marketing activities on value of customers
• Critically evaluate and assess various CRM strategies

Skills

At the end of the course, the learner will have acquired the following skills:

• Demonstrate critical thinking and problem-solving techniques when dealing with customers within any given organisations
• Plan and conduct an effective analysis of various aspects of customer relationship management
• Communicate findings sourced from research related to customer relationship management in a fair and transparent manner
• Use and apply tools such as the balanced scorecard to ensure effective analytical customer relationship management
• Demonstrate in-depth knowledge of customer proposition and how to use this for competitive advantage
• Critically analyse various customer relationship management systems and their implementation within organisations to ensure organisational success

Programme Delivery

This course shall be taught with a student-centred approach whereby learners are encouraged to take active participation in their own learning. Learners shall be presented with PowerPoint presentations, case-study examples, and other interactive learning materials. Students will be asked to discuss and exchange communication amongst each other (classroom or online, as per learning mode chosen).

Assessment

This course shall be assessed with a presentation (75%), a classroom assessment (20%), and a reflective journal (5%). Moreover, learners are expected to obtain a minimum of 50% of the total mark to successfully pass from the module.

Fees

• Total lecture hours: 60
• Fees: €1,500.00
• EU & Non-EU Nationals: €1,500 Euro (Whole course will cost you €450 Euro after Tax Credit - Save €1,050 Euro) Get Qualified Scheme

Upon successful completion of this course, you will be able to recover (if eligible) up to 70% (through tax credits) of expenses on both the registration and tuition fees paid when starting the course.