MFC5604 - Negotiated Learning: Customer Relationship Management

Objectives:

On successful completion of the module, students will be able to:
Demonstrate the ability to identify and make appropriate use of a range of sources of knowledge and evidence in relation to customer relationship management.
Demonstrate an understanding of ethical principles and professional codes relevant to the customer relationship management.
Analyse and synthesise the information and ideas developed through the module in relation to customer relationship management.
Demonstrate reflection upon the conduct and outcomes of the module, paying attention to personal performance and behaviour.
Make a selection of approaches to advancing personal performance as a customer relationship manager, through assimilation and application of underpinning theories and models associated with customer relationship management, explaining how these are appropriate to their own work and the modules aims and objectives.
Select appropriate content, medium and style that is intended for a range of professional and /or academic communications. Evidence a range of sources of information and demonstrate origins of ideas by referencing sources using a consistent style.
Analyse how the module has been planned and managed.

Content:

The rationale, aims and objectives of this module are drawn up by apprentices in the ‘Learning Agreement’ developed at Level 4, and revisited at Levels 5 and 6. It follows that each negotiated module will be unique in terms of its aims.

The module will provide the underpinning subject knowledge for the majority of the Digital Marketer Degree Apprenticeship Standard at Level 5. The subsequent level will re-visit the elements of the standard covered both in this module and in the Level 4 Negotiated Learning module, but will go into greater depth (i.e. scaffolding the level from 4, to 5 and eventually 6) and introduce additional elements of the standard.

The skills to be evidenced at Level 5 will be demonstrated through the 40 credit Work-Based Learning Project Module, whilst the behaviours associated with the standard will be evidenced through the Apprentice’s e-portfolio.

Through MFC5614 Negotiated Learning: Customer Relationship Management, Apprentices will be introduced to all aspects of the apprenticeship standard but the negotiated content will focus on the following 5 skills requirements (nos.6-11 of the 15 skills set out in the Apprenticeship Standard):

1. Manage, plan, specify, lead and report on digital marketing projects.
2. Manage and optimise key channels and content within a digital marketing plan.
3. Manage interfaces and the supply network of the organisation and customer by applying the appropriate E-commerce strategies and models available and whenever appropriate taking global engagements into account.
4. Apply a marketing mix / digital marketing mix to meet customer expectations.
5. Accurately observe, record and draw conclusions from all types statistical analysis of campaign performance, recognising inherent uncertainties and limitations with financial and budgetary requirements to demonstrate Return on Investment (ROI).
6. Engage communities through Email Marketing and Social Media to stimulate and encourage communication through positive discussion and engagement.

Full details of the apprenticeship standard can be found at: https://www.instituteforapprenticeships.org/apprenticeship-standards/digital-marketer-integrated-degree/

Learning and Teaching Information:

Typically delivered on a blended learning basis with a combination of workshops and on-line support the learning and teaching will include a range of methods such as lectures, seminars, workshops and tutorials, with emphasis on real life work experience and both team and peer support. There will be large and small group discussions, problem-solving activities and individual and paired working.

Apprentices may be expected to draw on a range of theoretical/academic, personal and work-based resources. Course documentation, support materials and web-based materials will be available on the VLE as appropriate.

Implementation of study skills will be supported and in particular teamwork, and the capacity to develop written argument, will be developed. During the course of sessions, and subsequently through the contractual apprenticeship Progress Reviews there will be opportunities for tutor/student interaction to meet individual needs and to help develop skills, confidence, competence, knowledge and understanding relating to the aims and objectives of the module and more widely meeting the overall Knowledge, Skills and Behaviours (KSBs) of the Digital Marketer apprenticeship standard. Accessing library resources and help with coursework study skills will be available from services across the University.

Apprentices would be expected to prepare for the sessions by reading set texts and completion of tasks set in class or via the VLE and will be expected to take part in a wide range of learning activities.

Apprentices will maintain their Personal e-portfolio during this module and on-going self-evaluation will be part of the apprentices’ identification of needs.

Workshop
Hours: 21
Intended Group Size: 20

Tutorial
Hours: 2

Guided independent study
Hours: 377

Further details relating to assessment
The assessment method is in keeping with the approved module descriptor in the Work Based Learning Framework.

Learners will be expected to present the outcomes of their learning relevant to the subject content and in a specific format determined and approved by both their employer and the university via their Learning Agreement, which is reviewed and set at the beginning of each level.

As such, the report may be presented as a wholly written report or a combination of an oral and written report equating to the overall wordcount, OR the use of workplace artefacts developed to meet work need but evidencing the learning outcomes and subject coverage may be utilised alongside a critical commentary/reflective account of learning.

Students will be offered formative feedback throughout the module in order to help them to negotiate successful coverage of the apprenticeship standard’s KSBs in conjunction with the modules aims and outcomes. This will be done via formal sessions and also via online interactions on the Moodle platform and the use of tools such as email and Skype.

Other relevant matters
Learners are expected to demonstrate awareness of workplace application of learning and development of skills relating to the broad subject coverage and develop evidence through their personalised e-portfolio to sufficiently demonstrate the enhancement of skills and behaviours expected of a Digital Marketing Professional.

Assessment:

Fact File

Module Coordinator - Devon Page
Level - 5
Credit Value - 40
Pre-Requisites - NONE
Semester(s) Offered -

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