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Module Code - Title:

MG4917 - SUPPLY CHAIN MANAGEMENT AND CUSTOMER RELATIONSHIP MANAGEMENT

Year Last Offered:

2020/1

Hours Per Week:

Lecture

1

Lab

0

Tutorial

0

Other

0

Private

0

Credits

9

Grading Type:

Prerequisite Modules:

Rationale and Purpose of the Module:

This course is designed to understand how logistical decisions impact the performance of the firm as well as the entire supply chain. The key will be to understand the link between supply chain structures and logistical capabilities in a firm - or the entire supply chain. It deals with the integration of information and material flows across multiple organizations in the supply chain. By managing functional areas of logistics such as customer service, transportation and order processing as an integrated unit, a firm can gain a strategic advantage in logistics competency and be a strong contributor to successful supply chain management. Four major perspectives of CRM (Strategic, Operational, Collaborative and Analytical).and the five generic models of CRM with a specific focus on the Value Chain Model are explored.

Syllabus:

Introduce and define Logistics and Supply Chain Management. Demonstrate the relationship between Marketing and Logistics. Identify the components of Logistics Management in terms of inputs, outputs and activities. Demonstrate the role of logistics in Supply Chain Management. Describe the factors that influence supply chain network structure, business processes, and SC management components .Introduce customer service and show the difference between customer service and customer satisfaction. Identify the key performance measures used for customer service. Demonstrate how the order processing system can form the basis of a logistics information system at the strategic and tactical levels. Show how advanced information technologies support logistics and the supply chain. Introduce basic inventory management concepts and show how they are applied. Show how production policies influence inventory levels. Describe various types of non-automated and automated materials handling systems. Examine the role of warehousing in a just-in-time (JIT) environment. Investigate the four major perspectives of CRM. Review the five generic models of CRM (IDIC, QCI, Value Chain, Payne¿s Five Process Model, Gartner¿s Competency Model

Learning Outcomes:

Cognitive (Knowledge, Understanding, Application, Analysis, Evaluation, Synthesis)

Develop an understanding of key drivers of supply chain performance and their inter-relationships with strategy and other functions of the company such as marketing, manufacturing and accounting. Describe the scope and function of business logistics, and its terms and principles. Develop an understanding of the potential contribution of logistics to the formation of business strategy. Apply concept of integrated supply chain management to the business. Define and develop a working knowledge of customer service and its contribution as a value added service. Estimate the cost and service trade-offs in the supply chain. Demonstrate the link between supply chain performance and financial performance. Assess the implementation of CRM and the concept of continuous improvement re-engineering.

Affective (Attitudes and Values)

Acknowledge the importance of Logistics and Supply chain management in a global setting and; the challenges for managing the different elements that make up the supply chain. Embrace the underlying structures that are required in Logistics and Supply Chain Management.

Psychomotor (Physical Skills)

N/A

How the Module will be Taught and what will be the Learning Experiences of the Students:

This module will be taught in both interactive workshop based format and by distance learning. While based on essential academic theories, concepts and techniques there will also be significant focus afforded to individual personal development allied with the practical application of learning within the workplace.

Research Findings Incorporated in to the Syllabus (If Relevant):

N/A

Prime Texts:

Bowersox, Donald, Closs, David and Cooper M. Bixby (2009) Supply Chain Logistics Management , London: McGraw-Hill
Stock, R. James, Lambert, M. Douglas (2000) Strategic Logistics Management, 4th edition , London; McGraw-Hill
Dyche, J. (2001) The CRM Handbook: A Business Guide to Customer Relationship Management , London: Addison-Wesley

Other Relevant Texts:

Wood, A. and Zemke, R. (1999) Best Practices in Customer Services , American Management Association (AMACOM)

Programme(s) in which this Module is Offered:

Semester - Year to be First Offered:

Module Leader:

Carmel.McGarr@ul.ie