Unit convenor and teaching staff |
Unit convenor and teaching staff
Moderator
Con Korkofingas
Contact via con.korkofingas@mq.edu.au
LIC
Brenton Price
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Credit points |
Credit points
3
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Prerequisites |
Prerequisites
(STAT122 or STAT170 or STAT171 or PSY122) and 6cp at 200 level including (MKTG202 or MKTG203 or MKTG204 or MKTG208 or MKTG210 or MKTG213 or BBA203 or BBA213)
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Corequisites |
Corequisites
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Co-badged status |
Co-badged status
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Unit description |
Unit description
Conventional marketing theory and corporate mission statements lead us to believe that today's organisations should understand and serve customers well. The reality of our experiences as customers is often quite different; conflicting goals, the interests of stakeholders, and even traditional management theory all conspire to ensure that customers are left wondering why they "can't get no satisfaction" (Mick Jagger, 1965). In this unit we explore what customer relationship management (CRM) is really about, and present a proven, managerially-relevant approach to succeeding with CRM programs. CRM normally requires software implementation, but more importantly it involves the alignment of strategy, people, processes and information technology with a strategic focus on customers in order to succeed. Key topics include: customer strategies; customer value; loyalty; experience; life cycle management; sales force automation; marketing automation; service automation; customer profitability; benchmarking; and program implementation. The project in this unit allows students to conduct some simple research based on their own experience as a customer of various organisations.
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Information about important academic dates including deadlines for withdrawing from units are available at https://www.mq.edu.au/study/calendar-of-dates
On successful completion of this unit, you will be able to:
Name | Weighting | Due |
---|---|---|
Assessed Coursework | 15% | In Tutorials |
Class Tests | 15% | See Class Schedule |
CRM Group Project | 30% | Weeks 7, 11 In Tutorial Class |
Final Examination | 40% | Formal Examination Period |
Due: In Tutorials
Weighting: 15%
Due: See Class Schedule
Weighting: 15%
Due: Weeks 7, 11 In Tutorial Class
Weighting: 30%
There will be two components to the group work component of total assessment in MKTG308. The first component will be a Project Report worth 20% of the total assessment marks. The second component will be based on 2 presentations related to the group project report and associated tutorial work. The presentation component is worth 10% of the total assessment marks. For further details of the presentation component see the relevant table above.
Project Report (20%):
Aim: This Project seeks to understand to what degree organisations have implemented CRM by analysing customer experiences with selected organisations, the organisations’ use of CRM for customer acquisition, retention and development and the organisations’ use of technology (websites, social media, email) to enhance their CRM. The objective of the Project is to analyse all of this data to ascertain the level of implementation of CRM for the organisations, the consistency of CRM implementation and the potential implications for the organisations CRM related strategy and performance.
Due:
The group Project report is due in week 11 in your tutorial class. Project reports handed in at later tutorials on the day due will be penalized 20% of the potential marks for the Project. For every further day late a further 20% penalty will apply for each day late. A cover sheet must be attached with the names and SIDs of all participating students in the group.
General Approach:
Students will undertake research about organisations and their implementation of CRM. Data may be obtained from surveys, observations, physical evidence such as websites, brochures etc. and through other sources. Each group member will collect a small amount of data and the combined data for the group will be analysed. From this analysis each group is expected to submit a written report outlining the research findings and conclusions. Some detail on the general nature of the report is provided below but more specific detail on the nature of the research and the submission of the report will be given by week 3 of the semester.
Group Formation and Rules:
Students will form groups of 5 within their enrolled tutorial group. It will not be possible to form groups containing members from different tutorials. Group formation will be take place in tutorials in week 2 and should be finalised by week 4. You must register your group with your tutor by the end of week 4. You will also need to register a group leader including the contact details of the group leader with your tutor. Groups must be finalised by the end of week 4 and no changes to groups will be allowed after this time except in extreme circumstances. After week 4 your group will be allocated a group number. This group number should appear on your group report submission.
A peer assessment form needs to be completed by every member of the group (a peer assessment form is attached to this outline). All of the peer assessment forms for the group need to be attached to the group assignment submission on the pages following the cover sheet. It is the responsibility of the group leader to ensure that all completed peer assessment forms are included in the group assignment submission. The peer assessment forms for the group will be considered when allocating marks for the group assignment to individual group members.
Apart from where directed, any intra-group allocation of tasks must be sorted within the group. Working with other groups on this Report can be beneficial, however students should ensure that all work reported is the work of the group. There will be heavy penalties for plagiarism (zero marks for this assessment component at a minimum).
Group Presentations (10%):
There will be two group presentations. Each presentation is worth 5% of the total assessment marks in MKTG308. The first presentation (5%) is related directly to the group report with groups required to give a 5-6 minute presentation on their group project in tutorials in Week 7. The presentation requirements will be given in the more formal documentation concerning the group project to be made available online.Students must submit a hard copy of the presentation slides to their tutor at the Week 7 tutorial.
The second presentation (5%) for the group will be a presentation relating to the the tutorial discussion (based on the tutorial discussion questions) in a designated tutorial through the semester.
There will be no provision for late submission of presentations. Groups who do not present at the designated tutorials will score zero for the relevant presentation.
Due: Formal Examination Period
Weighting: 40%
· Number and length of classes: 3 hours face-to-face teaching per week, consisting of 1 x 2 hour lecture and 1 x 1 hour tutorial.
· The timetable for classes can be found on the University web site at:http://www.timetables.mq.edu.au/
· Once groups for the project have been formed, students cannot change groups or the composition of their group unless in extreme circumstances.
· Attendance will be taken in the tutorials. You must attend at least 7 of the 11 tutorials – failure to do so will lead to you not receiving the mark awarded to your group for your group-work project.
Prescribed Text – Required Reading
Buttle, F. (2011). Customer Relationship Management: Concepts and Technologies. 2nd Edition. Oxford: Elsevier Butterworth-Heinemann.
Unit Webpage
The web page for this unit can be found at: https://ilearn.mq.edu.au. If you are having trouble logging in to the ilearn facility or other ilearn related difficulties please use request assistance using the provided links on the iLearn webpage.
No |
Class Date |
Title |
Tutorial Activity/Other |
Text Ch. |
1. |
16 July |
Introduction, CRM overview, CRM History |
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1 |
2. |
23 July |
Relationships 1 - Introduction Understanding Relationships, Bilateral Relationship Theories, Multilateral Relationship Models for the Organisation |
Introduction
Form Project Groups |
2 |
3. |
30 July |
Relationships 2 - Customer Value 1 Needs/Wants, Value, Customer Value Propositions, Segments, Experiences |
R1 – Relationship Theories
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6, 7
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4. |
6 August |
Relationships 3 – Customer Value 2 Customer Satisfaction, Loyalty, Trust, Commitment, Satisfaction/Profit chain |
R2 – Customer Value, Experiences Group Registration Finalised |
References |
5. |
13 August |
Relationships 4 – Establishing Relationships CLV, Activity Costing, Non-monetary Relationship Value, Portfolios, Acquisition |
R3 – Customer Satisfaction, Loyalty
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5, 8 |
6. |
20 August |
Relationships 5 – Progressing Relationships Customer Engagement, Retention, Development and Termination of Relationships |
Class Test 1 (Covers Lectures 1-4)
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9 |
7. |
27 August |
Managing CRM 1– Organisational Issues Philosophy, Structures, Virtual Organisations, Key Account Management |
Group Project Presentations |
17 |
8. |
3 Sept |
Managing CRM 2 – Other Relationships Networks, Suppliers, Employees |
R4, R5 – Customer Retention and Development |
10, 11, 12 |
9. |
10 Sept |
Managing CRM 3 –CRM Technology (General) Information Technology, Information Systems, Multi-Channels, Warehousing, Integration |
Man CRM 1, 2 – Organisational Issues, Other Relationships |
4, 13 |
10. |
17 Sept |
Managing CRM 4 –CRM Technology (Processes) Marketing, Service, Sales |
Class Test 2 (Covers Lectures 5 - 8)
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14, 15, 16 |
11. |
24 Sept |
Managing CRM 5 – CRM Technology (Analytics) Data Mining, Analytics, Digital Communications, Social Media
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Man CRM 3, 4 – Information Technology, Automation Group Project Report Due in Tutorials |
4, References |
12. |
1 Oct |
Managing CRM 6 - Implementing and Analysing CRM Projects CRM benchmarking, Planning, Implementation & Measurement, Revision |
Man CRM 5 – Databases, Analytics, Social Media
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3 |
13. |
8 Oct |
Managing CRM 6 - Implementing and Analysing CRM Projects CRM benchmarking, Planning, Implementation & Measurement, Revision |
Man CRM 5 – Databases, Analytics, Social Media |
3 |
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