Managing Customer Relationships
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  I: Administrative Information   II: Course Details   III: Topical Outline(s)  Printable Version
Section I: Administrative Information
  Total hours: 42.0
Credit Value: 3.0
Credit Value Notes: N/A
Effective: Spring/Summer 2014
Prerequisites: (MKTG70019)
Corequisites: N/A
Pre/Co/Equiv Notes: N/A

Program(s): Marketing & Sales Certificate
Program Coordinator(s): Multiple Coordinators
Course Leader or Contact: Multiple Course Leaders
Status: Approved (APPR)

Section I Notes: This course is offered in a classroom version and an online version. In the classroom version, there are three hours per week of classroom instruction. The online version is a web-based course offered entirely online through Sheridan and hosted by Sheridan College. Students taking this course will need reliable access to the internet, and should have a basic level of comfort using computers as well as the self-discipline to study online. Students can expect to spend an additional three hours per week for online activities such as postings, discussions, and homework.

Section II: Course Details

Detailed Description
Students explore business relationships with customers in both consumer and business markets. Students analyze market situations and internal customer data to describe and predict customer behaviour and create effective customer relationship management strategies. Students use a variety of learning tools including a database simulation, online text and video materials, online discussion forums, case studies, interactive learning tools, and a project demonstrating course concepts. Students will be expected to read/view online text and video resources on a regular basis. Participation in online discussions and/or journals is required and grades are assigned to these. Using a database, students will learn basic database concepts and will apply these in a term project which demonstrates key course learning outcomes.

Program Context

Marketing & Sales Certificate Program Coordinator: Multiple
This is a required course in the Marketing & Sales Certificate, offered through the Faculty of Continuing and Professional Studies.

Course Critical Performance and Learning Outcomes

 Critical Performance:
By the end of this course, students will have demonstrated the ability
to develop suitable promotional, customer service and acquisition
strategies based on distinct classes of customers defined using
customer relationship management concepts and databases.

Learning Outcomes:
To achieve the critical performance, students will have demonstrated
the ability to:
1) Demonstrate knowledge of principles, privacy issues and ethical 
   concerns in CRM strategy
2) Develop databases that reflect existing customer behaviour, sales
   and potential opportunities
3) Identify distinct segments of customers using customer 
   relationship management (CRM) concepts.
4) Recommend differentiated communications, promotion, and customer 
   service strategies that build customer loyalty.
5) Create a customer relationship management plan for a business.
6) Formulate a business strategy that incorporates CRM principles.
7) Demonstrate how CRM concepts can be applied using technology.
8) Apply the principles of E-Marketing in CRM strategies and tactics.
9) Identify the nature and value of customer data analysis.
10)Demonstrate professional behaviours, including:
      a) Meeting due dates
      b) Producing professional quality reports
      c) Exhibiting punctuality in all class and group activities
      d) Using APA formatting to reference materials responsibly
Evaluation Plan
Students demonstrate their learning in the following ways:

Tests                      45%
Test 1                    (15%)
Test 2                    (15%)
Test 3                    (15%)
Discussion Contributions   20%
Journal                    10%
Term Project               25%

Please note: All class evaluations are completed online with specific
due dates. The penalty for a late assignment is 10% of the total value
of the assessment for the first 24-hour period after it is due. For
every additional 24-hour period, 20% will be deducted. Discussions are
closed following completion of modules and late postings are not allowed.
Provincial Context
The course meets the following Ministry of Training, Colleges and Universities requirements:


Essential Employability Skills
Essential Employability Skills emphasized in the course:

  Communication   Critical Thinking & Problem Solving   Interpersonal
  Numeracy   Information Management   Personal

Notes: N/A

Prior Learning Assessment and Recognition
PLAR Contact (if course is PLAR-eligible) : Office of the Registrar

Students may apply to receive credit by demonstrating achievement of the course learning outcomes through previous relevant work/life experience, service, self-study and training on the job. This course is eligible for challenge through the following method(s):

Challenge Exam Portfolio Interview Other Not Eligible for PLAR

Notes:  N/A

Section III: Topical Outline
Some details of this outline may change as a result of circumstances such as weather cancellations, College and student activities, and class timetabling.
Effective term: Spring/Summer 2014
Professor: Multiple Professors
A variety of materials will provide the theoretical background for
this course. All references are available through course linkages and
will include excerpts from various texts, videos and industry reports.

Applicable student group(s): Online Continuing Education Students in the Faculty of Continuing and Professional Studies.
Course Details:
Introduction: Online Learning, Course Overview
 - Welcome
 - Netiquette
 - Instructor Bio
 - SLATE2 Navigation
 - Course Overview
 - Course Outline

Module 1: CRM and Traditional Marketing; Weeks 1 & 2
 - Review: What is Marketing?
 - Relationships in marketing
 - Core CRM concepts
 - Privacy and permissions
Learning Outcome 1
Learning activities and Assessment: Narrated PowerPoints, online
postings for introduction, module 1 topics. (See Course Overview for

Module 2: Customer Analytics: LTV; Week 3
Instructor Course outline resources MMCN 2013
 - Concept of Lifetime Value
 - Calculation of LTV of a customer group
 - Applications of LTV
Learning Outcomes 1, 3, 7, 9
Learning activities and Assessment: Narrated PowerPoints, online
postings for module 2 topics. (See Course Overview for evaluations)

Module 3: Customer Analytics: RFM; Week 4
 - Importance of Recency, Frequency and Monetary Value
 - Segmenting customers with RFM
 - Determining strategies using RFM
Learning Outcomes 2, 3, 4, 8, 9
Learning activities and Assessment: Narrated PowerPoints, online
postings for module 3 topics. Overview of term project. (See Course
Overview for evaluations)
Assessment: Discussion contributions, Modules 1-3, 5%

Module 4: Customer Segmentation; Weeks 5 & 6
 - Segmenting existing customers
 - Customer loyalty
 - Customer profiling
Learning Outcomes 3, 4, 9
Learning activities and Assessment: Narrated PowerPoints, online
postings for module 4 topics. (See Course Overview for evaluations)
Assessment: Test #1, 15%

Module 5: Building CRM Strategies; Weeks 7 & 8
 - Nature of CRM Strategies
 - Internet Marketing
 - Social Media
Learning Outcomes 3, 4, 5, 6, 7, 8
Learning activities and Assessment: Narrated PowerPoints, online
postings for module 5 topics. (See Course Overview for evaluations)
Assessment: Discussion contributions, Modules 4 & 5, 10%

Module 6: CRM Trends, Technology; Weeks 9 & 10
 - Direct Marketing
 - CRM Software packages
 - Sales force automation
 - What is Big Data?
Learning Outcomes 3, 6, 8, 9
Learning activities and Assessment: Narrated PowerPoints, online
postings for module 6 topics. (See Course Overview for evaluations)
Assessments: Journal Submission, 10%
Test 2, 15%
Discussion contributions, Module 6, 5%

Module 7: Databases in Action; Weeks 11, 12, 13
 - What is a database
 - Building databases
 - Querying databases
 - Producing reports from queries
 - Refining databases
Learning Outcomes 1, 3, 7, 10
Learning activities and Assessment: Narrated PowerPoints, Guide to
LibreOffice Database, activities in database to learn features. (See
Course Overview for evaluations)
Assessments: Term Project Due, Week 11 20%

Module 8: Wrapping Up; Week 14
 - Exploring database marketing
 - Course wrap up
Learning Outcomes 1, 3, 7
Learning activities and Assessment: Closing thoughts on relationships,
CRM and database marketing. (See Course Overview for evaluations)
Assessments: Test 3, 15%

Sheridan Policies

All Sheridan policies can be viewed on the Sheridan policy website.

Academic Integrity: The principle of academic integrity requires that all work submitted for evaluation and course credit be the original, unassisted work of the student. Cheating or plagiarism including borrowing, copying, purchasing or collaborating on work, except for group projects arranged and approved by the professor, or otherwise submitting work that is not the student's own, violates this principle and will not be tolerated. Students who have any questions regarding whether or not specific circumstances involve a breach of academic integrity are advised to review the Academic Integrity Policy and procedure and/or discuss them with the professor.

Copyright: A majority of the course lectures and materials provided in class and posted in SLATE are protected by copyright. Use of these materials must comply with the Acceptable Use Policy, Use of Copyright Protected Work Policy and Student Code of Conduct. Students may use, copy and share these materials for learning and/or research purposes provided that the use complies with fair dealing or an exception in the Copyright Act. Permission from the rights holder would be necessary otherwise. Please note that it is prohibited to reproduce and/or post a work that is not your own on third-party commercial websites including but not limited to Course Hero or OneNote. It is also prohibited to reproduce and/or post a work that is not your own or your own work with the intent to assist others in cheating on third-party commercial websites including but not limited to Course Hero or OneNote.

Intellectual Property: Sheridan's Intellectual Property Policy generally applies such that students own their own work. Please be advised that students working with external research and/or industry collaborators may be asked to sign agreements that waive or modify their IP rights. Please refer to Sheridan's IP Policy and Procedure.

Respectful Behaviour: Sheridan is committed to provide a learning environment that supports academic achievement by respecting the dignity, self-esteem and fair treatment of every person engaged in the learning process. Behaviour which is inconsistent with this principle will not be tolerated. Details of Sheridan's policy on Harassment and Discrimination, Academic Integrity and other academic policies are available on the Sheridan policy website.

Accessible Learning: Accessible Learning coordinates academic accommodations for students with disabilities. For more information or to register, please see the Accessible Learning website (Statement added September 2016)

Course Outline Changes: The information contained in this Course Outline including but not limited to faculty and program information and course description is subject to change without notice. Any changes to course curriculum and/or assessment shall adhere to approved Sheridan protocol. Nothing in this Course Outline should be viewed as a representation, offer and/or warranty. Students are responsible for reading the Important Notice and Disclaimer which applies to Programs and Courses.

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