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Level 5 Diploma in Tourism and Hospitality Management

Cross-Functional Integration of CRM Systems

THM505 · Tourism and Hospitality Customer Relationship Management — Week 2 of 16

CourseTHM505
Week2 of 16
SemesterII
TutorOnline in the course chat

This week’s topics

Cross-Functional Integration of CRM Systems

  1. Front office and reservations data sharing
  2. Food and beverage service touchpoints
  3. Marketing and sales alignment
  4. Housekeeping and maintenance feedback loops
  5. Marketing and its interrelationship with functional departments
  6. Customer Relations Management

What you will be able to do

  • 1.2 Analyse the different functions within tourism and hospitality businesses that are linked to customer relationship management.

Activity

Start with this week’s 2 videos, then: Seminar, guided reading and a short written task: analyse the different functions within tourism and hospitality businesses that are linked to customer relationship management.

Study materials

Videos

  • Marketing and its interrelationship with functional departments · YouTube · Galton College · 44 min · for registered students
  • Customer Relations Management · YouTube · Galton College · 54 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
  • Introduction to Business 2e, ch. 7.3: Teams to enhance motivation and performance · PDF · OpenStax, textbook chapter; pp. 227–230 · for registered students
  • Abusive Supervision, Customer Orientation and Proactive Customer Service Performance · Reading · 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 1Week 3
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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.

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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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