N/A. Yes. Students are expected to review and understand all areas of the course outline.

Transcription

1 Course Outline School: Department: Course Title: Business Graduate Studies Sales Force Automation and Technology Course Code: MKTG 756 Course Hours/Credits: 28 Prerequisites: MKTG 751 Co-requisites: Eligible for Prior Learning, Assessment and Recognition: Originated by: N/A Yes Karen Adamson, Lina Jaglowitz Creation Date: Fall 2011 Revised by: Linda Traill Revision Date: Summer 2014 Current Semester: Summer 2015 Approved by: Chairperson/Dean Students are expected to review and understand all areas of the course outline. Retain this course outline for future transfer credit applications. A fee may be charged for additional copies. This course outline is available in alternative formats upon request.

2 Course Description Today's most successful sales teams leverage the power of CRM systems to effectively shorten sales cycles; smart sales professionals leverage sales force automation to generate better leads while closing more sales. Innovations in database technology have made it easier to provide customer service that generates revenue. Students in this course examine the concepts, processes, and technologies that organizations use to achieve superior sales performance through in-depth knowledge of customers. Students utilize CRM software to attain an understanding of several customer-facing business processes: lead management and the customer qualification process, sales process management, campaign management, and the execution of post-sales service. The methods of accessing knowledge, collaboration among team members, performance measurement, and continuous improvement through analysis of results are emphasized. Aligning business activities around the customer creates the opportunity to collect extensive amounts of customer-related descriptive and behavioral data. Methods of analyzing and interpreting this data are investigated taking into account the objective of leveraging sales. Program Outcomes Successful completion of this and other courses in the program culminates in the achievement of the Vocational Learning Outcomes (program outcomes) set by the Ministry of Training, Colleges and Universities in the Program Standard. The VLOs express the learning a student must reliably demonstrate before graduation. To ensure a meaningful learning experience and to better understand how this course and program prepare graduates for success, students are encouraged to review the Program Standard by visiting For apprenticeship-based programs, visit Course Learning Outcomes The student will reliably demonstrate the ability to: Define current tools used by sales professionals; industry standards, current process and technology options and best practices Input data using sales force automation by identifying sources for high potential leads and prospects Assess metrics to describe, analyze and predict the behavior of customers and to address their needs more effectively through the use of integrated information and supporting technology Use CRM software for typical CRM processes; qualification of leads, contract and opportunity management, sales process management and tracking, service delivery, after-sales service delivery and reporting Use analytic techniques for reporting, structured analysis and ad-hoc queries Essential Employability Skills (EES) The student will reliably demonstrate the ability to*: 1. Communicate clearly, concisely and correctly in the written, spoken, and visual form that fulfills the purpose and meets the needs of the audience. 3. Execute mathematical operations accurately. 4. Apply a systematic approach to solve problems. 5. Use a variety of thinking skills to anticipate and solve problems. THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar) 2

3 6. Locate, select, organize, and document information using appropriate technology and information systems. 7. Analyze, evaluate, and apply relevant information from a variety of sources. 9. Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals. *There are 11 Essential Employability Skills outcomes as per the Ministry Program Standard. Of these 11 outcomes, the following will be assessed in this course. Global Citizenship and Equity (GC&E) Outcomes N/A Text and other Instructional/Learning Materials Text Book(s): Customer Relationship Management: A Databased Approach. Kumar and Reinartz, John Wiley and Sons Inc.,2006. Online Resource(s): Course Site: e.centennialcollege.ca Evaluation Scheme Test #1 : Test #1 - Week 5 Case (in class) #1 : Case #1 - Week 2 Case (in class) #2: Case #2 - Week 3 Case (in class) #3: Case #3 - Week 4 Case (in class) #4: Case #4 - Week 6 #1 : #1 - Due Week 7 #2: #2 - Due Week 8 #3: #3- Due Week 9 #4: #4 - Due Week 10 Excel #1 : Excel #1 - Due Week 11 Excel #2: Excel #2 - Due Week 12 Excel #3: Excel #3 - Due Week 13 Final Test : Due Week 14 THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar) 3

4 Evaluation Name CLO(s) EES GCE Outcome(s) Outcome(s) Weight/100 Test #1 1 1, 3, 4, 5 20 Case (in class) #1 2, 3, 4, 5 4, 5, 6 5 Case (in class) #2 2, 3, 4, 5 4, 5, 6 5 Case (in class) #3 2, 3, 4, 5 4, 5, 6 5 Case (in class) #4 2, 3, 4, 5 3, 4, 5, 6 5 #1 2, 3, 4, 5 3, 4, 5, 6 5 #2 2, 3, 4, 5 3, 4, 5, 6 5 #3 2, 3, 4, 5 3, 4, 5, 6 5 #4 2, 3, 4, 5 5, 6, 7, 9 5 Excel #1 2, 3, 4, 5 3, 4, 5, 6 5 Excel #2 2, 3, 4, 5 5, 6, 7, 9 5 Excel #3 2, 3, 4, 5 5, 6, 7, 9 5 Final Test 1, 2, 3, 4, 5 4, 5, 6, 7, 9 25 Total 100% If students are unable to write a test they should immediately contact their professor or program Chair for advice. In exceptional and well documented circumstances (e.g. unforeseen family problems, serious illness, or death of a close family member), students may be able to write a make-up test. All submitted work may be reviewed for authenticity and originality utilizing Turnitin. Students who do not wish to have their work submitted to Turnitin must, by the end of the second week of class, communicate this in writing to the instructor and make mutually agreeable alternate arrangements. When writing tests, students must be able to produce official College photo identification or they may be refused the right to take the test or test results will be void. Student Accommodation It is College Policy to provide accommodation based on grounds defined in the Ontario Human Rights Code. Accommodation may include modifications to standard practices. Students with disabilities who require academic accommodations must register with the Centre for Students with Disabilities. Students requiring accommodation based on other human rights grounds should talk with their professors as early as possible. Please see the Student Accommodation Policy. Use of Dictionaries English-Additional Language (e.g. English-Chinese) or Additional Language-English (e.g. Russian- English) dictionaries may be used in regular class work. Program or School Policies N/A Course Policies In consultation with the Chair or Dean, a faculty member or instructor may administer additional or alternative evaluations to fully assess the capability of a student. THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar) 4

5 When writing a test or examination, students must put their official College photo-id cards in full view for review by the invigilator. Students who do not have official photo-id will be permitted to write the examination with a substitute photo-id, but they will be required to produce photo-id at the program or department office within 24 hours or the next business day following the examination, or else the examination results will be void. Student Accommodation: All students have the right to study in an environment that is free from discrimination and/or harassment. It is College Policy to provide accommodation based on grounds defined in the Ontario Human Rights Code. Accommodation may include changes or modifications to standard practices. This document is available in alternative formats upon request. Please contact the originating department or school of study. Students with disabilities who require academic accommodations must register with the Centre for Student with Disabilities. Please see the Centre for Students with Disabilities for details. Students requiring accommodation based on human rights grounds should talk with their professors as early as possible. Details are available on the Centennial College website ( If students are unable to write an examination due to a medical problem or unforeseen family problems, they should immediately contact their professor or program Chair for advice. In exceptional and welldocumented circumstances (e.g. unexpected family problems, serious illness, or death of a close family member), students should be able to write a make-up examination to replace an examination missed. Use of Dictionaries Bilingual dictionaries may be used in tests and examinations, or in portions of tests and examinations, as long as they are non-electronic (not capable of storing information) and hard copy (reviewed by the invigilator to ensure notes are not incorporated that would affect test or examination integrity); Faculty Support Professors are available to see students outside of class time. Students can contact professors via voice mail, , or through their program or department office. Information regarding how to contact teachers will be provided at the beginning of the course and is also available in the program or department office. Course, Program or School Policies N/A Student Rights and Responsibilities Students should familiarize themselves with all College Policies that cover students rights and responsibilities. For more information on the following and other policies, please visit or consult the Academic Matters Section in the full-time and Continuing Education catalogues. THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar) 5

6 Respect at Centennial At Centennial College, we are committed to providing a safe and respectful learning, teaching and working environment for all students, faculty and staff that promotes equity. Policies have been put in place to ensure that Centennial is a place that demonstrates respect and consistency with the Ontario Human Rights Code. All incidents of harassment, discrimination, bullying and violencewill be addressed and responded to. As a college, we take the position that all forms of harassment, including personal harassment and bullying, must be stopped. Please refer to and Academic Honesty Academic honesty is integral to the learning process and a necessary ingredient of academic integrity. Students have a responsibility to be aware of and comply with standards of academic conduct. Academic dishonesty includes cheating, plagiarism, and impersonation. All of these occur when the work of others is presented by a student as their own and/or without citing sources of information. Breaches of academic honesty will be investigated and if warranted appropriate remedies and penalties will be applied, which may include a failing grade on the assignment/course, suspension or expulsion from the college. Grades Appeal Students and faculty have rights and responsibilities in the Grades Appeal process. Students who need to appeal a grade should consult the Grades Appeal policy and procedures. Progression and Academic Standing Students are expected to meet the academic standards of their School or program. The academic standing of each Centennial student is monitored during as well as at the end of each semester. Any student not demonstrating satisfactory progress will be informed of his/her standing in the College and will receive academic advising within their School. Unsatisfactory academic performance may result in conditional academic standing, probation or suspension. Campus Safety Students must produce official photo identification at any time during the semester when requested to do so by any college staff. College Policies Students should familiarize themselves with all College Policies that cover academic matters and student conduct. All students and employees have the right to study and work in an environment that is free from discrimination and harassment and promotes respect and equity. Centennial policies ensure all incidents of harassment, discrimination, bullying and violence will be addressed and responded to accordingly. Academic honesty is integral to the learning process and a necessary ingredient of academic integrity. Academic dishonesty includes cheating, plagiarism, and impersonation. All of these occur when the work of others is presented by a student as their own and/or without citing sources of information. Breaches of THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar) 6

7 academic honesty may result in a failing grade on the assignment/course, suspension or expulsion from the college. For more information on these and other policies, please visit Students enrolled in a joint or collaborative program are subject to the partner institution's academic policies. PLAR Process This course is eligible for Prior Learning Assessment and Recognition (PLAR). PLAR is a process by which course credit may be granted for past learning acquired through work or other life experiences. The PLAR process involves completing an assessment (portfolio, test, assignment, etc.) that reliably demonstrates achievement of the course learning outcomes. Contact the academic school to obtain information on the PLAR process and the required assessment. This course outline and its associated weekly topical(s) may not be reproduced, in whole or in part, without the prior permission of Centennial College. THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar) 7

8 Topical Outline (subject to change): Week Topics Readings/Materials Weekly Learning Outcome(s) Instructional Strategies Evaluation Name 1 Course Introduction Chapter 1 1. Recognize the importance of the course Lecture outline to student success Discussion CRM, Database 2. Discuss what CRM is and how it impacts Marketing and success in any type of business Students are expected Customer Value 3. Understand and be able to describe, using to attend class having relevant examples, the link between CRM and read the topic material customer value. and ready to participate in class discussions. Completion of end of chapter summaries and exercise questions will assist the student in determining if he/she has mastered the chapter material 2 Achieving Customer Handout Readings and Loyalty in the current Corporate Examples business environment. 3 Strategic CRM: The Impact of Adopting CRM as an Organizational Philosophy Chapter 3 4 CRM Implementation Chapter 4 Introduction to CRM Test Review in Preparation for Week 5 5 Test #1 - Chapters 1, 3, 4 ad Loyalty Handouts 1.How organizations define and observe loyal customer behavior 2.The role of loyalty programs in promoting customer loyalty 3.Understand how data collection is a key goal of loyalty programs 4.Investigate ways consumer data is utilized by companies to create intimate customer experiences, engagement and satisfaction. 1.define the four components of a CRM strategy 1. Identify the stages of a CRM implementation and challenges of each stage 2. Illustrate strategic CRM concepts by reference to industry implementations 3. list the components of a CRM implementation and the related software application requirements Lecture, group discussion and case analysis Lecture Video In-Class Case Study Discussion Lecture Video In-Class Case Study Discussion In-Class # 1: Loyalty Research Presentation & In-Class # 2: CRM Implementatio n Case (week 3) ICA # 3: Chapter 3 & 4 Textbook questions (Due before class of Week 4) Test #1 Evaluation Date THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar) 8

9 Week Topics Readings/Materials Weekly Learning Outcome(s) Instructional Strategies Evaluation Name Handouts 6 MS Dynamics CRM Microsoft CRM Software software usage The student will demonstrate (using CRM software) their knowledge of CRM software components in the following operational areas: In-Class assignment # 4 Evaluation Date 7 MS Dynamics CRM Software 8 MS Dynamics CRM Software Microsoft CRM Microsoft CRM 1. Contact and Opportunity Management 2. Sales Process Automation 3. Service Contract design and implementation 4. Design and use of a Knowledge Management repository Salesperson supervision, operational review, and performance measurement by accessing and interpreting reports The student will demonstrate (using CRM software) their knowledge of CRM software components in the following operational areas: 1. Contact and Opportunity Management 2. Sales Process Automation 3. Service Contract design and implementation 4. Design and use of a Knowledge Management repository Salesperson supervision, operational review, and performance measurement by accessing and interpreting reports The student will demonstrate (using CRM software) their knowledge of CRM software components in the following operational areas: 1. Contact and Opportunity Management 2. Sales Process Automation 3. Service Contract design and implementation 4. Design and use of a Knowledge Management repository Salesperson supervision, operational review, and performance measurement by accessing and interpreting reports software usage software usage #1 - Business scenario assignment using Microsoft Dynamics #2 - Business scenario assignment using Microsoft Dynamics THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar) 9

10 Week Topics Readings/Materials Weekly Learning Outcome(s) Instructional Strategies Evaluation Name 9 MS Dynamics CRM Microsoft CRM Software software usage 10 MS Dynamics CRM Software 11 Databases, Data Mining and Data Analytics Microsoft CRM Chapter 7 The student will demonstrate (using CRM software) their knowledge of CRM software components in the following operational areas: 1. Contact and Opportunity Management 2. Sales Process Automation 3. Service Contract design and implementation 4. Design and use of a Knowledge Management repository Salesperson supervision, operational review, and performance measurement by accessing and interpreting reports The student will demonstrate (using CRM software) their knowledge of CRM software components in the following operational areas: 1. Contact and Opportunity Management 2. Sales Process Automation 3. Service Contract design and implementation 4. Design and use of a Knowledge Management repository Salesperson supervision, operational review, and performance measurement by accessing and interpreting reports The student will be able to explain the structure and format of database data storage to a non-technical user. software usage completion of sample analytical scenarios #3 - Business scenario assignment using Microsoft Dynamics #4 - Business scenario assignment using Microsoft Dynamics Excel #1 Evaluation Date 12 Databases, Data mining and Data Analytics 13 Databases, Data mining, Data Analytics Chapter 10 Excel Analytic The student will be able to define and classify databases by their information content, their use for specific marketing activities, and their underlying technology. The student will be able to explain the business benefits of data mining and describe completion of sample the features and processes involved in each analytical scenarios data-mining step. The student will use Excel models to simulate data-based business problems, model design, Excel #2 Excel THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar) 10

11 Week Topics Readings/Materials Weekly Learning Outcome(s) Instructional Strategies Evaluation Name evaluation of data appropriateness, #3 execution, and interpretation of results 14 Final Test Covers Chapters 7, 10, Final Test MS CRM Handouts, MS Excel and Class Handouts Evaluation Date THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar) 11