City University of Hong Kong. Information on a Course offered by Department of Information Systems with effect from Semester B in 2012 / 2013

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1 City University of Hong Kong Information on a Course offered by Department of Information Systems with effect from Semester B in 2012 / 2013 Part I Course Title: Course Code: Course Duration: Digital Marketing and Customer Relationship Management IS4246 One Semester (13 weeks) No. of Credit Units: 3 Level: Medium of Instruction: B4 English Prerequisites: (Course Code and Title) Precursors: (Course Code and Title) Equivalent Courses: (Course Code and Title) Nil Nil Nil Exclusive Courses: (Course Code and Title) IS4130 Multi-Channel Information Management Technologies Part II 1. Course Aims: This course aims to: Introduce the fundamental concepts and approaches of and the relationship using different approaches on various digital platforms; Innovate and develop integrated campaign for both online and offline Explain how integrated plans and loyalty programs are designed and measured.

2 2. Course Intended Learning Outcomes (CILOs) Upon successful completion of this course, students should be able to: No. CILOs Weighting (if applicable) 1. Describe how and various types 2 of digital media are used to enhance the strategies of business organisations. 2. Explain the impact of the Internet and the benefits 2 of database technology to traditional. 3. Apply knowledge and digital 3 analytics to design and evaluate integrated plans. 4. Demonstrate creative problem solving skills in 3 formulating strategies for and customer relationship management in business environments. 5. Exercise good and interpersonal 1 skills in proposing and presenting appropriate strategies for customer relationship management systems. (3: Relatively most focused ILOs; 2: moderately focused ILOs; 1: less focused ILOs) 3. Teaching and Learning Activities (TLAs) (designed to facilitate students achievement of the CILOs) Lecture: Tutorial: 26 hours (2 hours per week) 13 hours (1 hour per week) TLA1. Presentation: Concepts and applications of and customer relationship management are explained by instructor. TLA2. Case Studies: The specific strategies and customer relationship management applications to achieve higher competitive advantages in real-world organizations are discussed and presented to the students. TLA3. Application Demonstrations and Practices: Application demonstrations and practical exercises to highlight the operational characteristics of using digital media channels. Students will be able to apply and evaluate various contemporary tools and applications. TLA4. Practical: Developing the hands-on skills for running campaigns across various digital media channels and traditional channels.

3 TLA5. On-Line Exercises and seminars: It is a means of self-reflection and sharing concepts, techniques, and methods for testing students understanding on and relationship management strategies. ILO No TLA1 TLA2 TLA3 TLA4 TLA5 Hours/week (if applicable) CILO CILO CILO CILO CILO (1: Indirectly Supporting ILO; 2: Directly Supporting ILO) 4. Assessment Tasks/Activities (designed to assess how well the students achieve the CILOs) AT1. Tutorial Exercises, Class Discussion and Participation (20%): Tutorials consist of exercises, small group discussions, self reflection, or student presentations and participations to assess students understanding of the chosen topics and their abilities to apply their skills. AT2. Outside Classroom Mobile learning and Online Quizzes (10%): Students will be asked to attend /CRM related seminars, for examples, WAW, and do real-time reflection during seminars. Quizzes will be conducted in the beginning of the lectures or after seminars using various online platforms such as ilearn, GoogleApp, etc, to test students understanding on covered topics. AT3. Group Projects (40%): Two group projects are designed for this course. The first one asks students to do a mini research of a topic and present it in class. The second one requires students to apply techniques across various offline and digital channels to achieve business goals. AT4. Examination (30%, one 2-hour exam): A written examination is developed to assess student s competence level of the taught subjects. ** Students must pass BOTH coursework and examination in order to get an overall pass in this course. ** ILO No AT1 (20%) AT2 (10%) AT3 (40%) AT4 (30%) Remarks CILO ILO moderately CILO assessed by AT; CILO ILO heavily CILO assessed by AT. CILO (1: ILO moderately assessed by AT; 2: ILO heavily assessed by AT)

4 5. Grading of Student Achievement: Refer to Grading of Courses in the Academic Regulations. Grading pattern: Standard (A+, A, A- C-, D, F) ILO Excellent Good Adequate Marginal CILO1 describe all key digital concepts on various media, and effectively compare and discriminate among the key concepts; describe all key concepts on various media; describe most key concepts on various media; CILO2 CILO3 CILO4 CILO5 explain all the impact of the Internet and database technology to traditional and how digital application can effectively help and keep good customer Apply digital knowledge applications to design an effective and efficient business plan Demonstrates a cogent ability to apply digital knowledge and CRM applications to design an effective and efficient plan; Creatively and effectively formulate strategies and digital analytics with respect to specific contexts; Demonstrates a cogent ability to integrate skills so that ideas are communicated in the most cost-effective way; explain most of the impact of the Internet and database technology to traditional and how digital applications help and keep good customer Effectively apply applications to design an effective and efficient plan; Effectively formulate digital strategies and digital analytics with respect to specific contexts; Effectively communicate ideas by using all feasible explain some impact of the Internet and database technology to traditional and how digital applications help and keep good customer Most of the digital applications are appropriate in the given situation; Most of the digital strategies and digital analytics are appropriate with respect to specific contexts; Most of the ideas are communicated accurately using appropriate describe some key concepts on various media; Adequately explain few impact of the Internet and database technology help and keep good customer Some of the application are appropriate in the given situation; Some of the strategies and digital analytics are appropriate with respect to specific contexts; Some of the ideas are communicated accurately using one or more

5 Part III Keyword Syllabus: Key Concepts of Digital Marketing What is DIGITAL MARKETING, and how is it APPLIED by businesses? How are CUSTOMER VALUES measured? What are the METRICS for CUSTOMER-BASED MARKETING? Which STRATEGIES can be used for CUSTOMER RETENTION? How are LOYALTY PROGRAMS designed and used? Strategies for Digital Marketing Campaigns What are the customer relationship management COMPONENTS and ARCHITECTURE of a campaign? How is a MARKETING CAMPAIGN CONFIGURED? How are customer relationship management systems MANAGED? Using Digital Analytics to Increase Sales What are DIGITAL ANALYTICS, and how are they used? How are DATA MINING and TEXT MINING used in customer relationship management? How does SENTIMENT ANALYSIS contribute to? How is KNOWLEDGE MANAGEMENT used in customer relationship management? Recommended Textbook: Dave Chaffey, Fiona Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice, 5/e, Prentice Hall, ISBN: Recommended Reading: Dave Chaffey, Fiona Ellis-Chadwick, Richard Mayer, Kevin Johnston, Internet Marketing: Strategy, Implementation and Practice, 4/e, Prentice Hall, ISBN: Jason Milesky, Don Gosselin, Principles of Internet Marketing, New Tools & Methods for Web Developers, Course Technology, Course Technology Cengage Learning. Judy Strauss, Raymond Frost, E-Marketing, 5/e, Pearson Prentice Hall ISBN: Relationship and customer relationship management / editors, Annekie Brink, Adele Berndt, Lansdowne, South Africa: Juta, Kumar, V. and Reinartz, W., Customer Relationship Management: A Databased Approach, John Wiley & Sons, ISBN:

6 Online Resources: Course reading materials, online examples and demonstrations will be augmented throughout the course.