Customer Relationship Management

Unit code: BCO6604 | Study level: Postgraduate
(One credit point is usually equivalent to one hour of study per week)
City Campus
VU Sydney


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.

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.


For Melbourne campuses

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

Required reading

See VU Collaborate for required readings.

As part of a course

This unit is not a compulsorily taken as part of any specific course. Depending on the course you study, this unit may be taken as an elective.

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