CIS/MKTG4500 Customer Relationship Management Textbook and LAB Handouts Principles of Customer Relationship Management by Baran, Galka, Strunk, SOUTH- WESTERN [CENGAGE Learning], 2008 Lab Handouts: LAB Handouts will be provided during Lab Sessions. Recommended Reading Customer Relationship Management by Francis Buttle (2 nd Edition), Elsevier Ltd., 2009 Course Description: This course examines customer relationship management (CRM) and its application in marketing, sales, and service. Effective CRM strategies help companies align business process with customer centric strategies using people, technology, and knowledge. Companies strive to use CRM to optimize the identification, acquisition, growth and retention of desired customers to gain competitive advantage and maximize profit. Anyone interested in working with customers and CRM technology and would like to be responsible for the development of any major aspect of CRM will find this course beneficial. Emphasis is given on both conceptual knowledge and hands-on learning using a leading CRM software. CRM discussions and assignments will address relationship marketing with both organizational customers (B2B) and consumers/households (B2C). This course will be delivered through a mix of lectures, mini-cases, and hands-on exercises. In each week a conceptual/theoretical lecture will be given first, followed by a hands-on exercise in the lab. A CRM software is used throughout the semester. Although organizations continue to invest heavily in CRM, CRM implementations experience a high failure rate. The pitfalls as well as the benefits of CRM strategy and implementation are addressed in the course. Prerequisite: BUS2700 and MKTG2500 and Admission to the Business Administration Program 1
Course Objectives: After successfully completing this course, a student should: 1) Understand the fundamentals of CRM, which include: a) customer behavior, relationship marketing, customer satisfaction, loyalty, customer defection; b) key concepts, such as Sales Management, Closed Loop Marketing, Drip Marketing; c) CRM impact on sales and marketing strategies; d) data, information and technology; e) privacy, ethics: consumer and organization privacy concerns; f) ways unsatisfied customers may use Internet to bring disrepute to company brand and products; g) ways companies may use Technology including Internet to support corporate CRM strategy; h) The role of CRM in managing customers as critical assets; i) The role of Business Intelligence in CRM; 2) Recognize the basic technological infrastructure and organizations involved in current and emerging CRM practices. Course Topics and Contents: covering the following 5 learning modules. Module I CRM Theory & Development This module is designed to provide introduction to Customer Relationship Management, History and Development of CRM, and Relationship Marketing. This module also explores the issues related to Organizational structure and CRM. Module II Data, Information & Technology This module introduces students to the CRM Technology and Data Platforms, Database and Data Management, and the role of Business Intelligence (BI) in CRM. Module III CRM: Impact on Sales & Marketing Strategy This module is dedicated for exploration of the impact of Customer Relationship management on Sales & Marketing Strategy. Module IV CRM Evaluation In the CRM Evaluation module, several categories of measurement of CRM effectiveness including CRM s impact on company efficiency, effectiveness, and employee behavior are discussed Module V Privacy, Ethics and Future of CRM CRM strategy relies heavily on the efficient and accurate capture and use of customer information. Therefore, organizations have a responsibility to meet or exceed their customer s expectations to privacy. This module highlights consumer privacy concerns and what organizations can do in support of privacy and ethical compliance. 2
CRM Mini-Project1: The Global Impact of Customer Relationship Marketing. The detail of this mini-project will be posted on elearning on or before the scheduled date. CRM Mini-Project2: A model of customer relationship management and business intelligence systems for catalogue and online retailers. The detail of this mini-project will be posted on elearning on or before the scheduled date. CRM Team Project: Technology and CRM Opportunities New and emerging technologies and software applications bring new marketing communication opportunities. In this project you will be responsible for identifying opportunities for CRM communications that are or can be addressed through new and emerging technologies. The most obvious areas include wireless access/technology, mobile access/technology, Social Networking Services (Facebook, Twitter, MySpace, etc.), GPS, and Geographical Information Systems (GIS). Wireless networks help customers remain connected virtually anywhere and anytime. Therefore, the objective of this project is to find how might this anywhere, anytime connectivity along with Internet based tools be used to attract new leads, and ultimately, build effective and efficient customer relationship. The detail of this project will be posted on elearning on or before the scheduled date. Point Distributions Projects, Presentation, Evaluation, and Attendance: 300 points CRM Mini-Project 1 Individual 30 CRM Mini-Project 2 Individual 30 CRM Team Project Report Team 50 CRM Team Project Presentation Team 20 Microsoft Dynamics CRM Labs (9 @ 15/Lab) Individual 135 Project Team Participation Evaluation (Peer Evaluation) Individual 5 Attendance Individual 30 Exams & Quizzes: 330 points Quizzes (6 @ 10 points each) 60 Midterm 120 Final Exam 150 Total Points 630 3
Course Grading Scale Final course grades will be determined based on your total weighted score (S) derived from your performance in course requirements. The following fixed percentage cutoffs will be used: A 94 S 100 BA 88 S < 94 B 81 S < 88 CB 75 S < 81 C 70 S < 75 DC 65 S < 70 D 60 S < 65 E S < 60 There will be no "curving" on your course grade. In other words, your total score at the end of the semester will determine your final course grade. However, bonus points may be offered time to time. Class Participation: You are expected to read the assigned reading material, work diligently toward the completion of assignments, attend sessions regularly and participate in all discussions, presentations, and activities constructively. In addition, you are expected to show respect, collegiality, and good citizenship toward others in the class. The material discussed each day will be invaluable for assignments and exercises, and this information is not as valuable second hand. By skipping class you may also risk losing points on an exam due to missing key information, or you may miss a session during which the professor modifies the due date or deletes an assignment. Class Attendance Policy: To ensure a positive learning experience and your productivity in this course, you are expected to show up at each class meeting throughout the whole semester. No matter whether your excuses are legitimate or not, the maximum number of absences permitted in the semester is 3. If you have more than 3 absences (based on the collected data) in this class, your semester course grade will be E. Except emergencies, any class absence due to critical reasons must be pre-approved by the instructor at least 24 hours in advance. Such approval may be easily obtained by sending e-mails to the instructor. If necessary, it will be at your burden to prove your legitimacy of absence. In addition, if you come to class five (5) or more minutes after the lecture beginning time, you will be considered late, and if you leave the class ten (10) or more minutes before the class ending time, you will be considered absent. Two counts of late attendance and/or early leave will be treated as one absence. The instructor may use different means (eyeball checking, sign-up attendance sheet, etc.) to collect your attendance records. For each absence, 10 points will be deducted from your attendance points. Therefore, if you have 3 absences, your attendance point will be 0. 4
Classroom Policy: Students should not be late for class, entering late disrupts the concentration of those that arrived on time. Students who consistently disrupt the class will be asked to drop the course. All presentations will require presenters to be dressed in business casual attire. All cell-phones, pagers, radios, etc. are to be turned off before entering the classroom. Assignments: All submissions MUST be on elearning. Please refer to the class schedule for the distribution and due dates of each assignment. If the schedule of a lecture or reading topic is changed, instructor will specify the new due date. Late Assignment Policy: All assignments are posted on elearning (WebCT/Blackboard) site. Assignments are due by the deadline (date and time) posted on elearning. The assignment due dates are also on the course Syllabus. Late assignments will be penalized. Excuses are not acceptable for discount on late penalty. Meeting deadlines for class assignments is very important. There will be a penalty of 20% of the assignment's maximum grade (or 20 pts on a 100-point base) for late submissions, and no late assignments will be graded if the submission is late for more than a day. All assignments will have to be turned in on elearning. No paper submission is accepted. Make-up Exam/Quiz Policy: Students are expected to take exams when scheduled. Typically, no make-up exam will be scheduled during the semester unless there is a serious and documented excuse. A documented excuse consists of a letterhead and signature from a medical doctor and/or other responsible agents. Students wishing to take a make-up exam should contact the instructor prior to the exams to receive his permission. Written verification for the student s inability to take an exam will definitely be required. If any of this is not followed, the grade is automatically zero for that exam. Makeup exams will be different from regular ones and may be comprehensive. No make-ups for Quizzes. Incomplete and Final Grade Policy: Western Michigan University's Policy on an Incomplete Grade and Course Grade and Program Dismissal Appeals Policy, as stated in the Undergraduate Catalog, will be enforced. Academic Honesty Policy: "You are responsible for making yourself aware of and understanding the policies and procedures in the Undergraduate and Graduate Catalogs that pertain to Academic Honesty. These policies include cheating, fabrication, falsification and forgery, multiple submission, plagiarism, complicity and computer misuse. [The policies can be found at http://catalog.wmich.edu <http://www.wmich.edu/catalog> under Academic Policies, Student Rights and Responsibilities.] If there is reason to believe you have been involved in academic dishonesty, you will be referred to the Office of Student Conduct. You will be given the opportunity to review the charge(s). If you believe you are not responsible, you will have the opportunity for a hearing. You should consult with your instructor if you are uncertain about an issue of academic honesty prior to the submission of an assignment or test." Please visit <http://osc.wmich.edu>http://osc.wmich.edu and <http://www.wmich.edu/registrar> www.wmich.edu/registrar for the Code of Honor and general academic policies on such issues as diversity, religious observance, student disabilities, etc. 5