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BUS354 Customer Relationship Management

To assess the students’ understanding of the three (3) pillars of Customer Relationship Management as applied and implemented in the respective companies.
In today’s competitive marketplace, managing customer relationships or Customer Relationship Management (CRM) is critical to a company’s profitability and long-term success. To be customer-focused, sales, marketing and service executives need to understand the rationale and process of building profitable relationship with valued customers.
In this report assignment, students are required to apply their knowledge and understanding of the three pillars of CRM and provide recommendations to improve the customer relationship management strategies in the chosen organization. 
This is an individual written assignment and students will be randomly allocated ONE company for this assignment. Students are to research on the assigned company and analyse its adoption of CRM principles based on the three main pillars of CRM. 
Students are required to apply relevant concepts and theories introduced in this module to support their findings. The report must include analyses and applications of knowledge. 
You are required to address all aspects of this individual coursework assignment.  Where appropriate, you are required to show evidences using tables, graphs and articles, including photos. 
A.  Assignment
1.  Assignment Objectives
This is an individual assignment in the form of a written report. The intent of assignment is for students to apply the concepts and principles learnt from Lessons 1 to 17. 
2.  Requirements for Content 
This assignment is case-specific to the company assigned to you.  State the name of the company. You are to derive your answers from articles, marketing collaterals, websites, newspaper reports, and/from your own research and observations. Provide supporting documents in the appropriate sections as necessary.

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