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Level 5 Diploma in Tourism and Hospitality Management

Fundamentals of CRM in Tourism and Hospitality

THM505 · Tourism and Hospitality Customer Relationship Management — Week 1 of 16

CourseTHM505
Week1 of 16
SemesterII
TutorOnline in the course chat

This week’s topics

Fundamentals of CRM in Tourism and Hospitality

  1. Strategic value of CRM
  2. Customer retention versus acquisition
  3. Customer lifetime value (CLV)
  4. Sustainable competitive advantage
  5. CIMA E3 Customer relationship management and relationship marketing
  6. Customer Lifetime Value - Concept, Calculations and Examples - Simplest Explanation Ever
  7. The CRM (Customer Relationship Management) Process Explained

What you will be able to do

  • 1.1 Explain the importance of customer relationship management to a tourism and hospitality business.

Activity

Start with this week’s 3 videos, then: Seminar, guided reading and a short written task: explain the importance of customer relationship management to a tourism and hospitality business.

Study materials

Videos

  • CIMA E3 Customer relationship management and relationship marketing · YouTube · OpenTuition · 23 min · for registered students
  • Customer Lifetime Value - Concept, Calculations and Examples - Simplest Explanation Ever · YouTube · Mister Simplify · 17 min · for registered students
  • The CRM (Customer Relationship Management) Process Explained · YouTube · Professor Wolters · 7 min · for registered students

Further resources

  • Principles of Marketing, ch. 1.6: Customer relationship management · PDF · OpenStax, textbook chapter; pp. 32–34 · for registered students
  • All Are Welcome: An Introduction to the Hospitality Industry, ch. 12: Marketing and Social Media · Reading · Libretexts, textbook chapter · for registered students
  • Trust and commitment influences on customer retention: insights from B2B services · PDF · Reading, article · for registered students
Materials marked “for registered students” open in the student portal, which is set up as soon as you receive final acceptance.
Week 2
Course chat

Admitted students ask questions on this week’s page in the student portal: an AI assistant trained on the course answers first, and during the course’s timetabled classes Connect to your tutor brings your tutor into the chat, who may start a call if needed.

Open this week in the portal
Course plan
  • Week 1: Fundamentals of CRM in Tourism and Hospitality
  • Week 2: Cross-Functional Integration of CRM Systems
  • Week 3: Factors Influencing CRM Implementation
  • Week 4: Customer Decision-Making Models
  • Week 5: Determinants of Hospitality Consumer Purchases
  • Week 6: Relationship-Building and Loyalty Strategies
  • Week 7: Team Dynamics and Organisational Value
  • Midterm: Midterm evaluation
  • Week 9: Managerial Leadership in Team Development
  • Week 10: Monitoring and Measuring Guest Experience
  • Week 11: Strategic Customer Experience Enhancement
  • Week 12: Applying Tourism and Hospitality Customer Relationship Mana…
  • Week 13: Assignment workshop: research, planning and referencing
  • Week 14: Assignment workshop: drafting, feedback and improvement
  • Week 15: Review and coursework completion
  • Final: Final assessment and submission
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