Module Purpose
The purpose of this module is to provide you with foundational knowledge to establish and
maintain good Customer Relations in business. The module will include approaches to
understanding and influencing consumer behaviour through meaningful communication
which is needed to improve customer acquisition, customer retention, customer loyalty and
customer satisfaction.
Module Outcomes
On successful completion of this module the student should be able to demonstrate
knowledge and understanding of:
MO1 Customer Relationship Management concepts, evolution, costs and processes within
the business environment;
MO2 Quality Management concepts, roles and environments within the business
environment;
MO3 Social, ethical and legal issues in relationship selling.
Module Pacer Total Credits: 25
Total Contact Sessions: 62
Learning Unit 1
Theme: Customer Relationship Defined
Outcomes covered:
MO1
Objectives:
and discuss the evolution of customer
relationships in the business environment;
Sessions:
1–4
Assessed in:
Assignment 1;
Test;
Final
Examination.
o Evolution of “Customer Orientation;”
o Production concept;
o Selling concept;
o Marketing concept.
Learning Unit 2
Theme: Customer Relationship Management
Outcomes covered:
MO1
Objectives:
differences between relationship marketing,
customer relationship management and customer
management;
Sessions:
5–9
Assessed in:
Assignment 1;
Test;
Final
Examination.
Management (CRM);
strategies;
-up service for customer
retention.
1 out of 5 ICE Tasks to be completed by this point.
Learning Unit 3
Theme: Quality Management
Outcomes covered:
MO2
Objectives:
business environment as part of the management
role;
Sessions:
10–13
Assessed in:
Assignment 1;
Test;
Final
Examination.
Explain the management of quality in the
business environment as a management
responsibility and management tool.
Learning Unit 4
Theme: Relationship Marketing
Outcomes covered:
MO1
Objectives:
Learning Unit 5
Identify how the knowledge gained could be
used to prepare a basic relationship marketing
mission and vision for an organisation.
Theme: Levels of Relationship Marketing
Sessions:
14–16
Assessed in:
Assignment 1;
Test;
Final
Examination.
Sessions:
17–19
Outcomes covered:
MO1
Objectives:
Understand the various levels of customer
service as it impacts on the business
environment.
2 out of 5 ICE Tasks to be completed by this point.
Learning Unit 6
Theme: Relationship Management
Outcomes covered:
MO1
Objectives:
customer relationships;
bonding and customer loyalty;
Assessed in:
Assignment 1;
Test;
Final
Examination.
Sessions:
20–22
Assessed in:
Assignment 1;
Test;
Final
Examination.
concept of segmentation in order to
accommodate relationship management.
Learning Unit 7
Theme: Preparation for Relationship Selling
Outcomes covered:
MO1
Objectives:
Learning Unit 8
Outcomes covered:
MO1
relationship-driven selling in the business
environment;
Explain the preparation of the business and
marketing/ sales environment for relationship
selling in theory.
Theme: Customer Satisfaction
Objectives:
environment;
handle customer complaints in a courteous and
professional manner;
orrect way to handle
complaints linked to products and or services.
3 out of 5 ICE Tasks to be completed by this point.
Learning Unit 9
Theme: Managing Customer Service
Outcomes covered:
MO1
Objectives:
in an effective manner to the benefit of CRM;
Sessions:
23–25
Assessed in:
Assignment 1;
Test;
Final
Examination.
Sessions:
26–29
Assessed in:
Assignment 2;
Test;
Final
Examination.
Sessions:
30–33
Assessed in:
Assignment 2;
Test;
Final
Examination.
service.
Learning Unit 10
Theme: Managing Customer Conflict
Sessions:
34–37
Outcomes covered:
MO1
Objectives:
Explain the basic skills to handle conflict
resolution on a general level;
Assessed In:
Assignment 2;
Final
Examination.
management.
Learning Unit 11
Theme: Maintaining Customer Relationships
Outcomes covered:
MO1
Objectives:
Utilise customer relationship maintenance
principles in the working environment;
tionship
maintenance.
4 out of 5 ICE Tasks to be completed by this point.
Learning Unit 12
Theme: Assessing the Customer Relations
Strategy
Outcomes covered:
Objectives:
MO1
sess CRM strategies in the working
environment;
Sessions:
38–41
Assessed in:
Assignment 2;
Final
Examination.
Sessions:
42–44
Assessed in:
Assignment 2;
Final
Examination.
based on the best practices in this field.
Learning Unit 13
Outcomes covered:
MO3
Theme: Social, Ethical, and Legal Issue in
doing Business
Objectives:
and be able to assess behaviour in terms of good
ethical conduct in the workplace and business
environment;
to the area of
selling;
Sessions:
45–47
Assessed in:
Assignment 2;
Final
Examination.
Learning Unit 14
Theme: Ethics in Dealing with Sales People
Sessions:
48–50
Outcomes covered:
MO3
Objectives:
with a group of sales people in an ethical
way;
Assessed in:
Assignment 2;
Final
Examination.
.
5 out of 5 ICE Tasks to be completed by this point.
Learning Unit 15
Theme: Ethics in Dealing with Customers
Sessions:
51–54
Outcomes covered:
MO3
Objectives:
Assessed in:
Assignment 2;
Final
Examination.
in dealing with customers;
associated with healthy ethical conduct in the
workplace and business environment.
Learning Unit 16
Theme: Managing Sales Ethics
Outcomes covered:
MO3
Objectives:
Learning Unit 17
Outcomes covered:
MO1
Create ethical structures.
Theme: Establishing Control Systems
Objectives:
the workplace environment;
aging ethics;
Sessions:
55–58
Assessed in:
Final
Examination.
Sessions:
59–62
Assessed In:
Final
Examination