Module details for Customer Relationship Management


This module provides students with the understanding of the role of relationship building and customer experience management to business performance.


The aim of this module is to give students an in-depth understanding of the various facets of relationship building and customer experience management. The module aims to provide students with the skills to develop appropriate strategies for managing customer relationships.

Learning Outcomes

By the end of this module the student should be able to:

1.  Critically evaluate the significance of relationship management and customer experience management to business performance.

2.  Develop creative solutions for a relevant relationship building and customer experience management problem.

Indicative Content

1 Defining the nature of customer relationship management

The use of data and insights to drive the strategic, operational and analytical aspects of relationship management. Aligning customer relationships with organisational visions and objectives.

2 Understanding customer relationships

Understanding the benefit of relationships to customers and to organisations. The use of technology to evaluate the customer lifecycle, develop customer loyalty and enhance the value of the customer relationship.

3 Customer portfolio management

The process of using data and insight to support segmenting, targeting and profiling customers andw to analyse the value of the various segments and provide them with tailored, relevant acquisition or retention strategies.

4 Customer experience management

Using various digital tools to support the delivery of customer-experienced value. Exploring how value of a customer experience is determined and by whom. The difference between customer experience management and customer relationship management.

Teaching and Learning Work Loads

Teaching and Learning Method Hours
Lecture 0
Tutorial/Seminar 12
Practical Activity 24
Assessment 50
Independent 114
Total 200

Guidance notes

SCQF Level - The Scottish Credit and Qualifications Framework provides an indication of the complexity of award qualifications and associated learning and operates on an ascending numeric scale from Levels 1-12 with SCQF Level 10 equating to a Scottish undergraduate Honours degree.

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.


We make every effort to ensure that the information on our website is accurate but it is possible that some changes may occur prior to the academic year of entry. The modules listed in this catalogue are offered subject to availability during academic year 2021/22 , and may be subject to change for future years.