MKM703 - Customer Relationship Management

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Last revision date 2012-10-12 14:59:23.63
Last review date 2012-10-12 14:59:23.63

Subject Title
Customer Relationship Management

Subject Description
This course provides students with the marketing 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 Marketing 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.

Cheating and Plagiarism
Each student should be aware of the College's policy regarding Cheating and Plagiarism. Seneca's Academic Policy will be strictly enforced.

To support academic honesty at Seneca College, all work submitted by students may be reviewed for authenticity and originality, utilizing software tools and third party services. Please visit the Academic Honesty site on for further information regarding cheating and plagiarism policies and procedures.

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

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 Disabilities Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.