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Unit of study_

MKTG6018: Customer Analytics and Relationship Management

There have been two fundamental shifts in the focus of business and marketing strategy. On the one hand, companies have become more focused on managing relationships with their customers over an extended period of time. On the other hand, more than any time in history companies' decisions become more data-driven due to the exponential increase in the volume of data on customers, competitors and markets. To obtain, retain and grow a customer base, it is crucial to know how to obtain customer information and how to make sense of it. This unit introduces students to fundamental concepts of customer relationship management and state-of-art analytics and how to apply these to real-world business problems. The unit covers topics including understanding customer relationships, implementing strategic customer relationship management, handling and analysing customer-related databases, increasing customer profitability based on actionable insights gained from customer data, and giving more value to data through visualisation. Students also gain statistical skills, however, no prior knowledge of statistics is required.

Code MKTG6018
Academic unit Marketing
Credit points 6

At the completion of this unit, you should be able to:

  • LO1. understand the concepts and terminology of customer analytics and customer relationship management (CRM) and their role in the organisation
  • LO2. demonstrate knowledge and analytical skills useful for customer analytics and CRM
  • LO3. relate course material to critically analysing customer data and CRM-related business issues
  • LO4. develop your own insights into novel CRM problems and create innovative solutions that can be used to advance your own organisation's agenda
  • LO5. communicate your ideas and solutions effectively through written and verbal channels
  • LO6. participate in a team to research and produce a quality group outcome.

Unit outlines

Unit outlines will be available 1 week before the first day of teaching for the relevant session.