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ES924 - e-Customer Relationship Management

  • Module code: ES924
  • Module name: e-Customer Relationship Management
  • Department: Warwick Manufacturing Group
  • Credit: 10

Content and teaching | Assessment | Availability

Module content and teaching

Principal aims

Customer relationship management (CRM) is a marketing-led approach to building and sustaining long-term business with customers. Electronic customer relationship management uses digital communications technologies to maximise sales to existing customers and encourage continued usage of online services.This module will include the factors of relationship marketing, direct marketing and database marketing that are required to target, acquire and retain customers in the context of traditional CRM and e-CRM.

Principal learning outcomes

On completing this module participants will be able to: Understand the strategic importance of electronic integration of corporate functions; Understand and influence the process of winning business at both personal and organisational levels using relationship management; Understand how e-CRM can generate sales opportunities and create new processes in the business environment; Understand the key factors influencing customer-supplier relationships and relatiionship-based marketing.

Timetabled teaching activities

40 hours

Departmental link

Module assessment

Assessment group Assessment name Percentage
10 CATS (Module code: ES924-10)
A (Assessed work only) Assessed work as specified by department 100%

Module availability

This module is available on the following courses:



Optional Core