Customer Relationship Management (CRM) embraces aspects of daily business activities that include marketing, sales and service where customers tend to be directly and regularly engaged. This subject will investigate and explore different aspects of the way that a firm can practice CRM with content potentially developed and drawn from topics that deal with marketing and planning, campaign management, e-marketing, lead management, analytics, customer segmentation, service order support and customer processing. Both theoretical and practice-based content will be critiqued in the subject with student learning being based on using a combination of computer-based exercises, case studies and industry speakers.

Unit details

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Learning Outcomes

On successful completion of this unit, students will be able to:
  1. Critically review and interpret the theoretical aspects of CRM across the main areas of sales, services and marketing;  
  2. Exhibit creative and technical practical professional skills and justify the strategy adopted with reference to specified briefs;  
  3. Investigate, analyse, demonstrate and present the salient aspects of a CRM implementation or CRM innovation in a work-related environment;  
  4. Collaborate with other students from different backgrounds and vocations in a team environment demonstrating a high level of personal autonomy and accountability in achieving group outcomes and recognition of the roles of culture, values and dispositions in affecting achievement of goals; and  
  5. Persuasively advocate their professional judgments and recommendations in both written and oral form to a variety of specialist and non-specialist audiences.  


Assessment type Description Grade
Test Practical Workshop Test 25%
Assignment Case report on CRM using Enterprise Systems 25%
Presentation CRM Systems 20%
Test CRM Theory 30%

Where to next?

As part of a course

This unit is studied as part of the following courses. Refer to the course page for information on how to apply for the course.

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