CRM700 - CRM - Process and Patterns I

Outline information
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Last revision date May 25, 2020 12:16:32 AM
Last review date Aug 3, 2020 12:15:03 AM

Subject Title
CRM - Process and Patterns I

Subject Description
This subject will provide students with the knowledge of how to acquire and develop long term, profitable, customer relationships through Customer Relationship Management (CRM) systems and strategies. Using a variety of techniques, which may include case analysis, guest speakers and study of best practices. students will explore CRM issues and applications, current technologies and the potential of CRM systems. This course provides students with the knowledge to develop a Customer Relationship Management (CRM) strategy for an organization. Best practices, articles, current events and experiential learning will be used by students to gain an understanding of how to develop, build and maintain profitable customer relationships.

Credit Status
This subject is one full credit towards the Post-Diploma Brand Management Certificate.

Learning Outcomes
Upon successful completion of this subject the student will be able to:

1. Explain how customers and organizations are benefiting from CRM.

2. Provide a comprehensive product independent definition of CRM.

3. Discuss the issues of ethics and privacy as they apply to the development and implementation of CRM strategies in organizations.

4. Assess the impact of technological development on the management of customer relationships.

5. Understand CRM best practices, strategies, critical success factors, tactics and techniques.

6. Prepare a CRM plan for a real organization.

7. Work in a team-based environment.

Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: http://www.senecacollege.ca/about/policies/academic-integrity-policy.html Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).

Please visit the Academic Integrity website http://open2.senecac.on.ca/sites/academic-integrity/for-students to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

Discrimination/Harassment
All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at student.conduct@senecacollege.ca.

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.