| CODE | MGT3201 | ||||||||
| TITLE | e-CRM Systems, Data, Service | ||||||||
| UM LEVEL | 03 - Years 2, 3, 4 in Modular Undergraduate Course | ||||||||
| MQF LEVEL | 6 | ||||||||
| ECTS CREDITS | 4 | ||||||||
| DEPARTMENT | Business and Enterprise Management | ||||||||
| DESCRIPTION | The study-unit will discuss eCRM Systems, and related Data and Service with the following content: - eCRM functionality; functionality for the seller / buyer interaction; - different channels; - eCRM UI; Charts, Dashboard, Views; - e-CRM User Roles: CXOs, Managers 鈥� service managers, marketing managers, salespersons; - the sales funnel concept 鈥� a generic workflow: software functionality; data; - Calendar and calendaring functionality; - eCRM entity types; Lead, Connection, Appointment, Contact, Account, Opportunity, Case and Bill entity types; - Marketing campaign; Budget; planning; creating, managing and closing campaigns and budgets; - Workflows: creating workflows, editing workflows e.g. adding / removing business steps, conditional statements, publishing; - Query and Reporting; Dashboards and Charts; - Internal Alerts; criteria; - Scheduling; facilities and equipment; resource groups; staff availability; - e-CRM relationship to Business Analysis and Enterprise IT Plans, company Strategic Planning (ISSPs). Study-Unit Aims: The e-CRM study aims are competence and skill as follows: - Answer scenario-based / situational questions on concepts, eCRM practice, and systems deployment in real-world settings; - Plan and deploy e-CRM implementations; - Deliberate with seniors / superiors in enterprise settings on the mutating marketplace and AI deployments in industry, focus on lessons learned. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - Undertake further academic and / or professional study and research in eCRM; - Understand and communicate eCRM as System spanning the strategic and tactical 鈥� eCRM System as Workbench; - Reason in writing about the rapidly mutating possibilities of eCRM in relation to other systems in place or planned; ML / AI takeup or impact; - Report to managers in scenario questions on the above. 2. Skills: By the end of the study-unit the student will be able to: - Answer scenario / situational questions writing accounts demonstrating critical thinking on eCRM; - Participate as joiners in real-world organizations acquiring eCRM systems / systems providers or integrators proposing them; - Contribute / operate as junior participants in deliberations in real-world organizations on eCRM Systems e.g. a Use Case for new features, e.g. developer thinking in Python; - Contribute / operate as junior participants in real-world deliberations on eCRM Data sets, reason critically on the capture and use data / information assets in analytics, in foresight work. Students will have, besides Books in the University library a selection of materials on the VLE such as: - Case Studies for critical evaluation - Product / System Reports, Surveys - Industry / Sector Reports on eCRM nuance and emergence - Qualitative / Quantitative Survey studies - VLE materials complement learnings in Lectures, class discussion, individual independent study, and Group study initiatives among students Main Text/s and any supplementary readings: Main Texts - Books, selected readigs: - AI Strategy for Sales and Marketing: Connecting Marketing, Sales and Customer Experience. Katie King, Kogan Page, 2025. - Marketing with AI For Dummies, Shiv Singh, J Wiley, 2024. - The Art of CRM: Proven strategies for modern customer relationship management, Fatouretchi M., Packt Publishing, 362 pages, ISBN:1789538920, 2019. - Strategic planning: systems thinking in practice, by The Open University, 157 pages, 2023. - Customer Relationship Management, Springer, 2018. Supplementary Readings: Academia 鈥� Management ML / AI nuance and emergence: - IMD 鈥� Lusanne. http://www.imd.ch/. - INSEAD 鈥� Fontainebleau. http://www.insead.edu/home/. - Universita鈥� Commerciale Luigi Bocconi 鈥� Milanhttp://www.unibocconi.eu/wps/wcm/connect/SitoPubblico_EN/Navigation+Tree/Home. - Said Business School 鈥� Oxford University. http://www.sbs.ox.ac.uk/. - Judge Business School 鈥� Cambridge University. http://www.jbs.cam.ac.uk/. ENVIRONMENTAL SCANNING AT STUDENT'S INITIATIVE: - Students would be habitually following emerging issues and trends in business and technology. - Students follow and read-up on and around CRM, at their own initiative, on the VLE and seeking further. - Students seek credible sources, academics / professionals, with affiliated with reputable organisations. - Journal and professional magazine updates. |
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| STUDY-UNIT TYPE | Lecture, Independent Study and Group Learning | ||||||||
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| LECTURER/S | Robert M. Cachia |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2025/6. It may be subject to change in subsequent years. |
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