ELECTIVE III

BBDT3203 Customer Relationship Management (Elective III)

This course covers the concepts and context of CRM, understanding customer differences, managing
customer relationship, information gathering, collection, analysis and evaluation, identifying cost of effective
information sources and developing CRM strategy.

1. The Concepts and Context of CRM - What is CRM? - Why is CRM a Big Issue Today? - Potential benefits
and costs of CRM systems
2. CRM Industry Landscape - Evolution & Growth of CRM - Key Factors Driving the CRM - CRM
Implementation Options - Future of CRM
3. Strategic CRM - Components of Strategic CRM - Developing a CRM Strategy Issues for Implementing
a CRM Systems
4. Customer Metrics - Traditional Marketing Metrics - Primary customer-based metrics - Popular
customer-based metrics - Strategic customer-based metrics
5. Using Databases - Types of Databases - Values/Benefits of Databases Uses of Databases
6. Data Mining - The Need for Data Mining - The Data Mining Process - Data Mining Functions
7. Customer Loyalty - What is loyalty? - Are all satisfied customer loyal? - Behavioural and Attitudinal
Loyalty
8. Customer Loyalty (continued) - Loyalty programs and Objectives - Problems with Loyalty Programs -
Drivers of Loyalty Programs Effectiveness - Shackle or Reward
9. Customer Retention - Positive and negative barriers to customer defection - A retention strategy –
customer centric approach
10. Customer Retention (Continued) - How to decrease attrition and increase customer lifetime value? -
Understanding and managing customer expectations - Service Gaps 1-5 - Influencing customer
expectations - Improving Service Dimensions
11. Winback and Acquisition Strategies - Conflicts and Customer Complaint Management
12. Winback and Acquisition Strategies (Continued) - Relationship Management Strategies -
Segmentation and Communication Strategies
13. Impact of CRM Marketing Channels- Emerging Channel Trends that Impact CRM
14. Impact of CRM Marketing Channels (Continued) - Opportunities and Challenges for CRM with Respect
to Distribution Channels- Implications for CRM in Channel Management
BACS3713 Management Information Systems (Elective III)

This course provides students the concepts and roles of information systems in organizations. Management
of organizations needs reliable information systems to aid its daily decision making to ensure resources are
optimized, to address issues to be resolved and to gain competitive advantage in the global marketplace.

1. Information, Management, and Decision Making • Components of Information Systems • Types of

Information Systems • Challenges of Information Systems • Introduction to Decision Making •
Decision Making Model (Simon’s) • How IT Has Changed the Management Process
2. Data Science and Data Analytics • Introduction to Data Science and Data Analytics • Types of Data
Analytics • Big Data Analytics (BDA) and Technologies • Applications • Impacts of BDA on business
3. Organising Information Technology Resources • IS Architecture and Management - Centralised IS
Architecture - Decentralised IS Architecture - Centralised IS Management - Decentralised IS
Management • Organising the IS Staff - Central IS Organisation - Functional IS Organisation • The
Information Centre - Coordination and Control - Support and services
4. Strategic Case for IT Investment • Costs & Benefits - Cost categories - Benefits (tangible and Intangible)
• Traditional Capital Budgeting Models - Payback method - Return on Investment (ROI) - Net Present
Value - Internal Rate of Return (IRR) • Limitations of Traditional Models • Other methods of Evaluation
- Portfolio Analysis - Scoring Models
5. System Development and Management • System Development Life Cycle • System Development
Methodologies • Alternative System -Building Approaches • Purchased Applications • Customisation
of Software Package • Outsourcing • Project Management and Concepts
6. System Success and Failure: Implementation • Information System Problem Areas • Causes of
Information System Success and Failure • Controlling Risk Factors • Managing Implementation
7. Ethical and Social Impact of Information Systems • Understanding Ethical and Social Issues Related to
Systems • Ethics in an Information Society • The Moral Dimensions of Information Systems
8. Lab 1: Practical 1 (3 hours) (Data Science Platform) • Introduction to Data Science Platform • Steps to
install Data Science Platform • Import, store and examine data • Data cleansing • Setting roles and
labels
9. Lab 2: Practical 2 (6 hours) (Data Science Platform) • Handle missing values • Filter obvious outliers •
Define roles • Remove unnecessary columns • Work and analyse the cleansed data
BBMF3173 Bond Analysis (Elective III) (Dual Award)

This course will provide exposure to students on the various aspects of bond investment. Students would be
exposed to the risk involved in bond investment, industry analysis, bond valuation and strategies. Students
will develop a solid understanding and knowledge of both the conceptual and practical aspects of bond
investment.

1. Organization and Functioning of Bond Markets • Characteristics of financial markets • Structure of

capital market
2. Bond • Bond market • Characteristics of bond
3. Bond Analysis and valuation • Types of bonds
4. Bond Analysis and valuation • Term structure of interest rates • Yield curve
5. Bond Analysis and valuation • Bond valuation
6. Bond Analysis and valuation • Bond pricing
7. Bond Analysis and valuation • Alternative yield measures
8. Bond Analysis and valuation • Bond convexity
9. Bond Analysis and valuation • Bond duration
10. Economic Analysis • Factors to consider in economic analysis • Fiscal vs Monetary Policy
11. Fundamental Analysis • Valuation of bond • Calculation, interpretation and implications earnings and
5C’s on the issuer of the bond
12. Credit Analysis • Credit rating
13. Volatility and Risk Analysis • Risk Measurement
14. Investment Management Process • Setting Objectives • Evaluate alternative bonds strategies