Handbook home
Managing Customers for Competitive Advtg (MGMT90162)
Graduate courseworkPoints: 6.25Not available in 2020
For information about the University’s phased return to campus and in-person activity in Winter and Semester 2, please refer to the on-campus subjects page.
Please refer to the LMS for up-to-date subject information, including assessment and participation requirements, for subjects being offered in 2020.
Overview
Fees | Look up fees |
---|
This programme focuses on how to manage customer acquisition and retention to improve overall business performance. In particular it addresses this issue of managing customer relationships profitably, and how to create and maintain customer loyalty over time. The subject examines methods for building customer loyalty, ways of nurturing trust and commitment, strategies to enhance customer relations, and ways of communicating effectively with customers. The first half of the programme lays the foundations for understanding customer behaviour, customer focus and loyalty. The second part focuses on the specific tools that can help build customer intimacy and turn transactional customers into loyalists who, through their word of mouth and referrals, can operate as advocates of the firm.
Intended learning outcomes
On successful completion of this program, students should be able to:
- analyse customer segments to be able to craft compelling value propositions;
- Understand the importance of taking an organisation-wide perspective on creating value;
- examine critical issues associated with how strong customer relationships are built and managed over time;
- respond to the customer acquisition and retention activities of competitors;
- explain why some customers are more profitable than others;
- understand how customer loyalty can be measured;
- better understand the link between customer loyalty and financial returns;
- know what skills are required to recover from service failure
Generic skills
- Capacity to analyse and synthesize information and develop strategies.
- Critical thinking and problem solving skills.
- Written skills in the preparation of high quality reports.
- Oral skills in the presentation of analyses.
- Application of analytical and measurement skills.
Last updated: 3 November 2022
Eligibility and requirements
Prerequisites
Admission to
- Specialist Certificate in Strategic Marketing
- Specialist Certificate in Leadership (Professional Services)
Or
- An undergraduate degree or equivalent qualification, and three years of documented relevant professional experience; or ten years of documented relevant professional experience which demonstrates the capacity to undertake the course successfully
- and approval by the Academic Director of the Open Programs
Corequisites
None
Non-allowed subjects
None
Inherent requirements (core participation requirements)
The University of Melbourne is committed to providing students with reasonable adjustments to assessment and participation under the Disability Standards for Education (2005), and the Assessment and Results Policy (MPF1326). Students are expected to meet the core participation requirements for their course. These can be viewed under Entry and Participation Requirements for the course outlines in the Handbook.
Further details on how to seek academic adjustments can be found on the Student Equity and Disability Support website: http://services.unimelb.edu.au/student-equity/home
Last updated: 3 November 2022
Assessment
Due to the impact of COVID-19, assessment may differ from that published in the Handbook. Students are reminded to check the subject assessment requirements published in the subject outline on the LMS
Description | Timing | Percentage |
---|---|---|
Assignment on the effectiveness of customer relationship initiatives in a selected firm
| 4 Weeks after the end of teaching | 100% |
Last updated: 3 November 2022
Dates & times
Not available in 2020
Time commitment details
85 hours
Last updated: 3 November 2022
Further information
- Texts
Prescribed texts
A study guide with readings and cases will be provided before the commencement of the subject.
- Related Handbook entries
This subject contributes to the following:
Type Name Course Specialist Certificate in Leadership (Professional Services) Course Specialist Certificate in Strategic Marketing - Available through the Community Access Program
About the Community Access Program (CAP)
This subject is available through the Community Access Program (also called Single Subject Studies) which allows you to enrol in single subjects offered by the University of Melbourne, without the commitment required to complete a whole degree.
Entry requirements including prerequisites may apply. Please refer to the CAP applications page for further information.
Last updated: 3 November 2022