This course is designed to enable the students to comprehend how understanding the needs of the customer is an essential part of Supply Chain Management and should transcend all elements of the supply chain. The key is to understand the link between supply chain structures and what the customer values 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 gathering and understanding what the customer values, in an integrated manner, a firm can gain strategic advantage in supply chain competency. Lean tools are introduced in the context of understanding value adding activities from the perspective of the customer. Value Stream Mapping (VSM) is one lean tool that is presented and discussed as a technique for managing efficiency in the Supply Chain, reducing waste and optimizing performance.

- Introduce the concept of CRM - customers and their management in terms of customer lifecycles, segmentation and targeting. - Examine various data gathering and management tools. - Explore the importance of Porter's Value Chain and examine the idea of a balanced scorecard. - Provide a link between Supply Chain Management and Customer relationship management, against the backdrop of Supply Chain 4.0: the Digital Era - Examine lean tools which can be utilised across the supply chain to deliver customer value.

On successful completion of this module, students will be able to: - Explain what is supply chain supply management and the inter-relationships across the entire supply chain - Describe the potential contribution of CRM in understanding how best to deliver the needs of the customer - Define and develop a working knowledge of customer service and its contribution as a value-added service. - Demonstrate an understanding of lean tools, with a particular focus on Value Stream Mapping as one tool to provide effective customer value in a digital era.

On successful completion of this module, students will be able to: - Acknowledge the importance of 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 customer relationship management and Supply Chain Management

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This module will be delivered in a blended format, the online element will be facilitated by the University of Limerick's Virtual Learning Environment (VLE). Attendance at the weekly Live sessions is highly recommended. Each week the students are provided with material in a variety of formats (pdfs, pre-recorded Lectures, You-Tube videos and audio recordings) which they are required to study before the live session. The live sessions include a Q&A session where the students are provided with a forum where they can receive direct support from the Module Leader. Self-directed study is supported with guided reading and online content via the virtual learning environment. 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. The module will be assessed using Tutor Marked Assignment(s) (TMA). Fulfilling UL Graduate Attributes: • Knowledgeable - Demonstrate Critical Thinking; Insight into latest developments and theoretical thinking • Creative - Use of a modern eLearning platform; innovative teaching techniques and methods of assessment. • Responsible - Appreciate the importance of adopting a responsible approach to their learning journey and also in their interactions with their peers especially in the context of group work. • Collaborative - Use of social media, online platforms and eLearning environments. • Articulate - Competency in conveying ideas clearly, effectively and professionally; recognition of the importance of effective written, verbal and digital communication skills.