SCQF Level: 10
Module Code: MKT402
Credit Value: 20
Term: Term 2
School: Dundee Business School
To provide critical insight into customer profiling and relationship building in business.
The aim of this Module is to provide the student with : the ability to analyse the contribution of customer profiling and relationship building to business performance and to determine the strategies and approaches appropriate in specific situations.
By the end of this module the student should be able to:
1. Critically evaluate the significance and importance of customer profiling and relationship building and their impact on business performance and customer interaction.
2. Develop creative solutions in the context of relationship building and customer profiling for a specified marketing problem.
1 Customer profiling
Targeting, segmenting and profiling customers, understanding basket analysis and the impact of acquisition and retention on business.
2 Managing relationships
Relationship building, the use of technology, evaluating relationships and engendering loyalty with stakeholders.
3 Building and maintaining the customer base
Identifying new prospects, rewarding existing customers, encouraging testimonials and referrals through personalised communications.
4 Customer loyalty
Understanding the importance of attitudinal and behavioural data, the nature and type of customer loyalty and the challenges facing the development of loyalty and its impact on profitability.
Statement on Teaching, Learning and Assessment
Students will be engaged in enquiry and real-world business problems, individually and in groups, for at least 60% of their contact time, and that enquiry process will increasingly drive their independent access to the information they work with.
Teaching and Learning Work Loads
|Supervised Practical Activity||0|
|Unsupervised Practical Activity||0|
Credit Value – The total value of SCQF credits for the module. 20 credits are the equivalent of 10 ECTS credits. A full-time student should normally register for 60 SCQF credits per semester.