CRM Strategies in Business Development

Sales and Marketing

Customer Services

Unit Code
Level 5
Distance Learning
Class Room
Unit Code
Level 5
Distance Learning Fee
Face to Face Fee
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Total Fee £1600

£2360 (£1600 during the tuition waiver period)

Please see the Tuition Fee section to see if you are eligible for a scholarship.
Course Overview

The "Business Development and Customer Relationship Management" module is a comprehensive exploration of managing interactions with customers and company contacts across marketing, sales, and service functions, spanning all distribution channels. The central aim of customer relationship management (CRM) is to foster strong and lasting connections with customers. Throughout this module, learners will gain invaluable insights into creating and executing CRM-driven relationship marketing strategies. Topics such as relationship marketing, analytical and collaborative CRM, the factors contributing to failed CRM deployments, and the pivotal role of CRM in marketing management will be extensively covered. By the end of this unit, participants will be equipped with the expertise to build and nurture successful customer relationships, leveraging CRM tools and techniques to optimize business development and ensure sustained customer satisfaction and loyalty in today's competitive market landscape.

Course Content

Introduction to the module

Introduction to CRM

  • Definition and Explanation of CRM
  • Goals and Objectives of CRM
  • Enhancing Customer Experiences and Satisfaction

CRM Processes and Cycle

  • Overview of CRM Processes and Cycle
  • Customer Acquisition, Retention, and Development
  • Customer Analysis and Segmentation

Effective Customer Interaction

  • Communication Skills for CRM
  • Customer Service Skills for CRM
  • CRM Tools and Technologies for Effective Interaction

CRM Strategic Planning

  • The Importance of Strategic Planning in CRM
  • Evaluating Service Quality in CRM
  • Developing Effective CRM Policies and Procedures

Emerging Trends in CRM

  • Automation and Its Role in CRM
  • Internet-based CRM and Its Benefits
  • E-commerce and Its Impact on CRM

Data-Driven CRM

  • Understanding the Importance of Data in CRM
  • Data Collection, Analysis, and Management
  • Personalization and Customization of CRM Based on Customer Data

CRM Implementation and Maintenance

  • Steps Involved in Implementing CRM
  • Challenges and Risks Associated with CRM implementation
  • Maintenance and Continuous Improvement of CRM Processes and Systems
Learning Outcome & Assessment Criteria

1.  Understand fundamental customer relation management (CRM) concepts and goals for sustainable business development

  1. Explain the definitions and concepts of CRM and fundamental concepts of CRM
  2. Demonstrate the capability to identify essential components in CRM
  3. Identify customer touchpoints based on the CRM concepts

2.  Understand the relevant processes and cycle of CRM and can apply the CRM process and cycle to interact with customers effectively

  1. Explore the relevant theories and concepts of the CRM process and cycle
  2. Design and plan a CRM plan based on the CRM process and cycle
  3. Analyse and apply the CRM process and cycle to improve customer satisfaction and business development

3.  Develop CRM strategic planning skills and evaluate service quality and CRM policies

  1. Develop skills in CRM strategic planning
  2. Assess and evaluate the service quality of CRM policies
  3. Compare and contrast different frameworks for CRM implementation

4.  Utilise the new trends in CRM, including automation, internet-based CRM, and e-commerce

  1. Explore the opportunities in applying automation in CRM for business development
  2. Compare and contrast and determine the values of the current e-business channels
  3. Create and suggest a CRM-based plan for business development
  • The assessment strategy for this course is designed to test all the learning outcomes.
  • Learners must demonstrate successful achievement of all learning outcomes to pass the course.
Assessment Marking Criteria


Citizens of the following countries are eligible for a 50% scholarship upon writing a personal statement. All scholarships are to be approved by the Academic Board. The list of countries are: Sri Lanka, Indonesia, Philippines, Bhutan, Morocco, Vietnam, Papua New Guinea, Laos, Cambodia, India, Nigeria, Ghana, Bangladesh, Laos, Myanmar, Pakistan, Nepal and South Africa. Please talk to your student counselor and ask for the Coupon Code to get the 50% Tuition Waiver.

  • The assessment criteria for a pass will be presented with the summative exercise.
  • Further information and guidance on the assessment will be made available through the tutor.
Unit Pass Requirements

To pass the unit a 40% overall grade must be achieved.

Frequently Asked Questions
What is included in the cost of my programme?
  • All course material, including online modules and written assignments
  • Unlimited personal tutor support with online sessions
  • Dedicated student support
  • Access to an online community learning forums
  • Assignment marking and feedback
Am I eligible for this programme?

You are eligible if you meet our stipulated entry requirements.

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