Unit convenor and teaching staff |
Unit convenor and teaching staff
Moderator
Con Korkofingas
E4A 629
Monday 1 - 3 pm
Yimin Huang
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Credit points |
Credit points
3
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Prerequisites |
Prerequisites
(STAT150 or STAT170 or STAT171 or PSY122) and 6cp at 200 level including (MKTG202 or MKTG203 or MKTG204 or MKTG208 or MKTG210 or MKTG213)
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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 experience with 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 | Hurdle | Due |
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Assessed Coursework | 10% | No | In Tutorials |
Class Tests | 20% | No | Weeks 6, 10 |
CRM Group Project | 40% | No | Weeks 8, 12, Final Exam |
Final Examination | 30% | No | Formal Examination Period |
Due: In Tutorials
Weighting: 10%
Due: Weeks 6, 10
Weighting: 20%
Due: Weeks 8, 12, Final Exam
Weighting: 40%
There will be three related components to the group work assessment component in MKTG308. One component will be a Project Report worth 15% of the total assessment marks. The second component will be based on a presentation related to the group project report. The presentation component is worth 10% of the total assessment marks. The third assessment component will be individually based and conducted as a part of the Final Examination (see section on Final Examination)
The components of the group project will be assessed on both individual student and group responses. The assessment weighting for both individual and group submissions will be 20% each.
Component 1: Project Report (15%): - Assessed as Group
Aim: This Project seeks to research the development and implementation of a CRM tool which can be used by an organisation in further developing strategy regarding customer relationships. Potential areas impacted by the relevant CRM tool may include customer acquisition, retention and development, improving customer experience and engagement and through enhanced data analysis a better understanding of the organisation's customers and customer behaviours.
The CRM tool will need to be integrated with the organisations’ customer related technology (websites, social media, email) to enhance overall organisational CRM. The objectives of the Project are to analyse the potential for a relevant CRM tool based on a provided organisational brief and, where applicable, to develop a prototype or blueprint of the CRM tool for the organisation.
The group Project report is due in week 12 (11pm, Tuesday May 30th) via Turnitin.
No extensions will be granted. There will be a deduction of 10% of the total available marks made from the total awarded mark for each 24 hour period or part thereof that the submission is late (for example, 25 hours late in submission - 20% penalty. The penalty does not apply for cases in which an application for disruption to studies is made an approved. No submissions will be accepted after solutions have peen posted.
A cover sheet must be attached with the names and SIDs of all participating students in the group.
General Approach:
Students will work in groups to research and analyse the potential for a relevant CRM tool for a provided organisation. In addition, groups will need to provide, where applicable, a prototype or blueprint of the CRM tool that could be implemented by the organisation.
More 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 4 or 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).
Component 2: Presentation (10%):- Assessed at both Individual and group levels (5% each)
Groups are required to give a 6-8 minute presentation on their group project in tutorials in Week 8 (May 3rd). The presentation requirements will be given in a more formal documentation concerning the group project to be made available online in the first few weeks of semester. Individuals/Groups must submit a hard copy of their presentation slides to their tutor at the tutorial in Week 8.
The Group Presentation will be assessed for both written and oral aspects. The written component of the presentation will be assessed on each individual student's contribution (5%). The oral component of the presentation will be assessed considering the group as a single entity (5%).
There will be no provision for late submission of group presentations. Individuals/Groups who do not present/submit at the designated tutorials will score zero for the relevant presentation.
Component 3: Final Examination (15%): Assessed as Individual
The group project will also be assessed with several short answer/essay questions during the Final Examination. The short/answer essay questions will examine each individual student's understanding of the key CRM related elements, analysis and findings of the group project. This group project questions will be a compulsory component of the Final Examination. The other requirements and conditions will be identical to the conditions outlined in the Final Examination section below.
If a student misses the Final Examination or feels that their performance was impacted by events or circumstances they should apply for disruption to studies. Please see the University Policy regarding disruption to studies for more detail.
Due: Formal Examination Period
Weighting: 30%
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 the unit can be found using the following link: https://timetables.mq.edu.au/2016/
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. and Maklan S. (2015). Customer Relationship Management: Concepts and Technologies. 3rd Edition. Oxford: Elsevier Butterworth-Heinemann. ISBN: 978-1-13-878983-8
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.
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Macquarie University policies and procedures are accessible from Policy Central. Students should be aware of the following policies in particular with regard to Learning and Teaching:
Academic Honesty Policy http://mq.edu.au/policy/docs/academic_honesty/policy.html
Assessment Policy http://mq.edu.au/policy/docs/assessment/policy_2016.html
Grade Appeal Policy http://mq.edu.au/policy/docs/gradeappeal/policy.html
Complaint Management Procedure for Students and Members of the Public http://www.mq.edu.au/policy/docs/complaint_management/procedure.html
Disruption to Studies Policy (in effect until Dec 4th, 2017): http://www.mq.edu.au/policy/docs/disruption_studies/policy.html
Special Consideration Policy (in effect from Dec 4th, 2017): https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/policies/special-consideration
In addition, a number of other policies can be found in the Learning and Teaching Category of Policy Central.
Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/support/student_conduct/
Results shown in iLearn, or released directly by your Unit Convenor, are not confirmed as they are subject to final approval by the University. Once approved, final results will be sent to your student email address and will be made available in eStudent. For more information visit ask.mq.edu.au.
Macquarie University provides a range of support services for students. For details, visit http://students.mq.edu.au/support/
Learning Skills (mq.edu.au/learningskills) provides academic writing resources and study strategies to improve your marks and take control of your study.
Students with a disability are encouraged to contact the Disability Service who can provide appropriate help with any issues that arise during their studies.
For all student enquiries, visit Student Connect at ask.mq.edu.au
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