Managing Customers for Competitive Advtg

This subject has the following teaching availabilities in 2014:

2 days intensive delivery

Students should expect to undertake a minimum of 60 hours research, reading, writing and general study to complete this subject successfully

To enrol in this subject, you must be admitted in the Specilist Certificate in Strategic Marketing, or be enrolled in the Single Subject Study. This subject is not available for students admitted in any other courses.

For the purposes of considering requests for Reasonable Adjustments under the Disability Standards for Education (Commonwealth 2005), and Students Experiencing Academic Disadvantage Policy, academic requirements for this subject are articulated in the Subject Overview, Objectives, Assessment and Generic Skills sections of this entry.

It is University policy to take all reasonable steps to minimise the impact of disability upon academic study, and reasonable adjustments will be made to enhance a student's participation in the University's programs. Students who feel their disability may impact on meeting the requirements of this subject are encouraged to discuss this matter with a Faculty Student Adviser and the Disability Liaison Unit:
http://www.services.unimelb.edu.au/disability/

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.

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

2,500 word assignment on the effectiveness of customer relationship initiatives in a selected firm due four weeks after the completion of the programme (100%)

A study guide with readings and cases will be provided before the commencement of the subject.

This subject is not available as a breadth subject.

1. Capacity to analyse and synthesize information and develop strategies.
2. Critical thinking and problem solving skills.
3. Written skills in the preparation of high quality reports.
4. Oral skills in the presentation of analyses.
5. Application of analytical and measurement skills.