COURSE SYLLABUS & OUTLINE Course Title: Quarter: Instructor: Meeting Times: X 460.86 Customer Relationship Management, Reg. # 247501 Summer 2014 Peter Kraus Business Comprador Monday Evenings, 7:00 10:00 pm June 23 September 8, 2014, 11 mtgs. (9/1/14 Holiday) Location: UCLA: 1270 School of Public Affairs Office Hours: Contact: interwoven@earthlink.net Course Description: In the global marketplace, where the overriding emphasis is on cost, the value of the customer can transcend the great race to the bottom line and allow businesses to thrive while others are victimized by rapidly changing buying behavior fueled by an explosion of technology. This course provides students with a working knowledge of the principles and best practices for managing customer relationships that result in unsolicited testimonials and relationship annuities. Students learn how to quantify customer orientation and how to develop relationship-driven customer management systems based on the judicious use of resources born from a decisive strategic plan. Topics include customer profiling, market segmentation, customer service, retention, relational databases, and CRM software. Student are encouraged to participate in discussions on current and generally unpredictable trends, return on investment from sales and marketing expenditures, and how popular myths propel the uninitiated to obscurity and extinction. The course is intended for students and business professionals who have taken one or more courses in personal selling, marketing, market research, product development, the physiology of why people buy, and advertising. Coursework lends insight into the key CRM concepts needed to make informed and effective business decisions, make more sales, and increase profits with ease.
Goals & Objectives: Upon completion of this course, students will have a better understanding of why customer relationship management tactics, actions, and directives relate to achieving a sustainable competitive advantage and will facilitate attaining the sales goals and profit objectives they seek. They will add new skills and perspective to their arsenal so they have more confidence to create an innovative strategic plan, using minimal resources, in a timely manner, to produce phenomenal sales, and hit the center of the target every time. Required Text Reading: Course Text: Raab, Gerhard, et. al., Customer Relationship Management A Global Perspective. Publisher: Gower, 2008 (Optional) Recommended Readings: See Reading List To Be Distributed In Class *Poor Richard s Almanac Benjamin Franklin *Data Mining Techniques: For Marketing, Sales, and Customer Relationship Management J. A, Michael Grading: Course grades will be based on participation in class and completion of ten of twelve assignments. A grade of I (Incomplete) will be awarded only in emergency situations where the student is unable to complete part of the course requirements due to uncontrollable circumstances, and provided that the student has a passing grade in the course. This decision is at the discretion of the department and the instructor. % 20% 80% Item Class Participation 12 Assignments Each student should commit themselves to the course work for the entire twelve week quarter. This includes completing homework assignments by the end of the quarter. Come early, get a good seat, and meet interesting students with varied interests and experience from the four corners of the globe.
COURSE OUTLINE Date/Topic Assignments Readings Week One LET S GET THIS PARTY STARTED. Get the 411 on the Customer Relationship Philosophy and how it relates to achieving a sustainable competitive advantage, and attaining sales goals and profit objectives.. Transactional vs. Relationship Annuities. Long Term & Profitable Relationships What is Customer Relationship Management and Tournament pp 1-20 CRM Handout 1 Travel on the Bias Week Two Charts & Maps. Markets and Customers. Customer Centric Reconnaissance pp 21-45 CRM Handout 2 Customer Profile Week Three Customer Oriented Relationship Annuity Driven Management Systems. Identifying the Subtle and Complex, but Not Vague Customer Message. Giving Them What They Want in the Way They Want It Countermeasures pp 46-59 CRM Handout 3 Relational Data Bases Week Four Customer Service. Customer Service vs. Customer Control. Vision Statements. Mission Statements Don t Say No, Don t Won t, or Can t pp 60 75 CRM Handout 4 State of the Art Salesmanship Week Five Cost to Value pp 76-104 CRM Handout 5 Channels
Cost & Value of Customer. Cost to Secure. Value Over Life to Market Week Six EXTREME CUSTOMER ORIENTED STRATEGIC SALES & MARKETING PLAN. Judicious Use of Resources. Metric Driven Week Seven METRICS & RETURN ON INVESTMENT. Business Models. Density & Markets Elements of the Strategic Sales Plan Predictive Analytics & High Probability of Close pp 105-125 CRM Handout 6 Discipline of Market Leaders CRM Handout 7 Data Mining & Modeling Week Eight UNSOLICITED TESTIMONIALS. Retention. Churn Analysis Week Nine CRM SOFTWARE. Cost & Commitment. Buy In Week Ten SALES FORCE MANAGEMENT SYSTEMS. Leadership. Effective Management Week Eleven PROFESSIONALS, AMATURES, CHARLATONS. Know Why What You re Going to Do Will Produce the Customer Acquisition, Cross Selling, Up Selling, and Retention CRM Software Analysis Schedule & Measure Degree of Customer Orientation pp 126-149 CRM Handout 8 Targeted Marketing pp 150-168 CRM Handout 9 Enterprise Marketing Automation CRM Handout 10 Yield & Return on Investment pp 169-180 CRM Handout 11 Web Based CRM
Results You Seek. Intention. Cheap Tricks Extra Credit or Make Up BUILDING CIRCLE OF INFLUENCE. Purchase Orders & Supplier Relationships. Delegate Selling to Customers. Leverage & Buying Influence. International Marketing Delegate Sales Process pp 181-190 CRM Handout 12 Path of Least Resistance