Module details for Customer Relationship Management


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.

Learning Outcomes

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.

Indicative Content

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.

Teaching and Learning Work Loads

Teaching and Learning Method Hours
Lecture 0
Tutorial/Seminar 0
Practical Activity 0
Assessment 0
Independent 0
Total 0

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.