Full Title:Client Care and Relationship Marketing
Module Code:CUCR S7002
Credits: 5
Valid From:Semester 1 - 2013/14 ( September 2013 )
Module Delivered in 1 programme(s)
Module Description:This module will equip students with the knowledge and practical skills needed to provide excellent customer care to their clients on an recurring basis.
Learning Outcomes:
On successful completion of this module the learner should be able to
  1. Explain the benefits of customer care, relationship marketing and branding for clients, staff and the business.
  2. Recognise and apply verbal and non-verbal modes of communication in the workplace.
  3. Analyse the elements of customer care and complaints handling procedures.
  4. Demonstrate skills necessary to deal with a range of customer interactions that are likely to arise in a typical veterinary practice.
  5. Examine the role of marketing planning and discuss the elements of a marketing plan in the context of a veterinary practice.

Module Content & Assessment

Indicative Content
Fundamentals of customer care and relationship marketing
Definitions of marketing, client care and customer relationship marketing. The role of each in a veterinary practice. Client expectations. Customer retention. The impact of technology on customer service.
Communicating with customers
Key elements of the communication process. Verbal and non-verbal communications - body language, posture, gestures, proxemics, kinesics etc.
Customer care policy and procedures
Customer care planning. Statement of client care policy. Complaints handling procedures.
Developing customer care skills
Customer interactions including greeting the client, taking a history, dealing with complaints,telephone techniques, reception skills, letters and e-mails, selling.
Marketing planning
Elements of a marketing plan, the marketing mix, marketing communications, Veterinary Council rules affecting marketing.
Assessment Breakdown%
Course Work50.00%
End of Module Formal Examination50.00%

Full Time

Course Work
Assessment Type Assessment Description Outcome addressed % of total Marks Out Of Pass Marks Assessment Date Duration
Project Client care policy statement or procedures 3 20.00 0 0 Week 5 0
Performance Evaluation Client care role play and scenario test 4 30.00 0 0 Week 11 0
No Project
No Practical
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Marks Out Of Pass Marks Assessment Date Duration
Formal Exam End-of-Semester Final Examination 1,2,3,5 50.00 0 0 End-of-Semester 0

DKIT reserves the right to alter the nature and timings of assessment


Module Workload & Resources

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture No Description 4.00 Every Week 4.00
Directed Reading No Description 2.00 Every Week 2.00
Independent Study No Description 2.00 Every Week 2.00
Total Weekly Learner Workload 8.00
Total Weekly Contact Hours 4.00
This course has no Part Time workload.
Recommended Book Resources
  • Gray, C. and Moffett, J. 2010, Handbook of veterinary communication skills, Wiley-Blackwell
  • Twomey, S. 2012, Customer Service for Irish Students, 3 Ed., Gill & Macmillan Dublin
  • Corsan, J. and Mackay A. 2008, The veterinary receptionist : essential skills for client care, Elsevier Health Sciences
Supplementary Book Resources
  • McLanachan, D. 2012, Teach Yourself Successful Customer Care in a Week (TYW), Teach Yourself
  • Futrell, C. M. 2012, ABC's of Relationship Selling Through Service, 12th Ed., Irwin/McGraw-Hill
  • Quinn, F. 2006, Crowning the Customer: How to Become Customer-Driven, 4th Ed., O'Brien Press Ltd
  • Bell, A.H., Writing Effective Letters, Memos and E-mails, Barron's Educational Series, 2004, 3rd ed.
  • Shilcock, M. and Stuchfield, G 2008, Veterinary practice management: a practical guide, 2nd Ed., Elsevier Health Sciences
This module does not have any article/paper resources
Other Resources

Module Delivered in

Programme Code Programme Semester Delivery
Dk_SVETN_7 Bachelor of Science in Veterinary Nursing 2 Mandatory