This courses aims to equip students with key knowledge and skills in direct marketing and customer relationship management. It will cover the core elements of customer relationship management and topics such as customer decision making, cutomer loyalty, strategic formation and key developmental processes of customer relationship management will be included. Advances and critical processes in direct marketing will also be emphasized. Students will be able to diagnose and establish customer relationship management strategies and direct marketing strategies that support integrated resort objectives. Case studies and best practices will be emphasized, with an enhanced ability in communication, research and analytical skills upon course completion.

CILO-1: Discuss the fundamental concepts and techniques related to direct marketing and customer relationship building. CILO-2: Critically evaluate the effectiveness of the various direct marketing and customer relationship management tools. CILO-3: Articulate the role of direct marketing and customer relationship management in the overall competitive strategy of the organizational practices. CILO-4: Demonstrate the key competencies of a practitioner in customer relationship management and direct marketing through problem solving and decision making. CILO-5: Manage to communicate (both oral and written communications) and collaborate with teammates.