Overview

The constantly increasing availability of customer data offers great opportunities to gain managerial insights for attracting new customers and developing and maintaining relationships with existing customers. This course will equip you with the knowledge required to use data to inform customer relationship management (CRM) practices to increase their effectiveness and … For more content click the Read More button below. Instead of standard two-hour lectures, the course uses a combination of short lecturing videos and accompanying materials and short interactive sessions. Through short online videos and accompanying materials you will be able to adapt the learning experience to your needs so that you gain a general understanding of typical CRM problems and suitable methods to solve them. During the short interactive sessions, you will deepen this understanding through case studies, discussions, and quizzes. During lab-based tutorials, you’ll tackle real-world CRM problems exercising hands-on data analytics using R. No prior knowledge of R is needed because this course will go through R step-by-step.

Conditions for Enrolment

Pre-requisite: (COMM5005 or COMM5011 or COMM5000 or COMM5501 or ECON5248 or MARK5811) OR (in program 8543, 8338, 8621 or 5659).
If students can demonstrate equivalent statistics knowledge, but haven't met the listed pre-requisites, they can seek permission by submitting an online form.

Delivery

Multimodal - Standard (usually weekly or fortnightly)

Fully online - Standard (usually weekly or fortnightly)

In-person - Standard (usually weekly or fortnightly)

Fees

Pre-2019 Handbook Editions

Access past handbook editions (2018 and prior)