Unit convenor and teaching staff |
Unit convenor and teaching staff
Unit Convenor
Con Korkofingas
Contact via con.korkofingas@mq.edu.au
4ER (E4A) - 629
Monday 2 - 3pm, Thursday 2 - 3pm
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Credit points |
Credit points
4
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Prerequisites |
Prerequisites
BUS651 or MKTG696 or BUS827
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Corequisites |
Corequisites
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Co-badged status |
Co-badged status
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Unit description |
Unit description
The area of customer relationship management (CRM) has become an increasingly important area for most organisations as they operate in increasingly competitive environments where they must attract, retain and develop customers. This unit will develop students' understanding of the concept of CRM; promote a deeper understanding of the process of CRM; and encourage students to become sensitive to the value of developing deep relationships with customers and the value of these relationships in the long term success of any business.
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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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1. Class Test | 20% | No | Week 5 (29/3) |
2. Group Report | 40% | No | Weeks 7,12 (15/4, 31/5) |
3. Case Study Report | 40% | No | Week 13 (7/6) |
Due: Week 5 (29/3)
Weighting: 20%
There will be one class test in week 5 (Thursday 29th March) held between 4 and 5 pm. The quiz will be of one hour duration and will consist of multiple choice questions and short answer questions. The quiz will cover all material from weeks 1-4 (inclusive) of the semester.
There will be no provision for re-sits of the class test. Students who miss the class test through unavoidable circumstances should submit an application for Special Consideration. It is not automatic that Special Consideration will be granted for the class test.
Due: Weeks 7,12 (15/4, 31/5)
Weighting: 40%
The group report will have both an individual and group component with each component equally weighted (20% each). The individual component (Part 1) will be due by the end of Week 7 and is required to be submitted via Turnitin located on the unit website by 11pm, Sunday 15th April (Sydney time). The second component (Part 2) will be a group submission due in Week 12 and is required to be submitted in class by 6pm Thursday 31st May (Groups are also required to submit a copy (one copy only) of their submission online via Turnitin by the same time and date).
Overall, the group report will require groups to identify and examine a component of an organisation's digital media presence and then analyse how the particular digital media presence connects with the organisation's customer relationship management. The individual component will primarily require each individual student to provide a selected part of a situational analysis of the organisation. The group component will require the group to provide an analysis of the particular digital media tool and its impact on the organisation's CRM.
More details will be given in the early weeks of the semester.
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 either submission (Part 1 or Part 2) is late (for example, 25 hours late in submission - 20% penalty. The penalties for Part 1 will apply to each individual student's submission while the penalties for Part 2 will apply to all students in the group. The penalty does not apply for cases in which an application for special consideration is made and approved. No submissions will be accepted after solutions have been posted.
Due: Week 13 (7/6)
Weighting: 40%
Students will be provided with 1 or 2 case studies in class in Week 12 of the semester. Students will be asked to read these case studies and undertake research on these case studies. They will then be asked to provide answers in a case study report format to several questions which will be provided in week 13. There will be 4 questions based on the case study or case studies provided. The Case Study Report is to be submitted in Week 13 of the semester by the end of class on Thursday 7th June. More details on the Case Study Report will be given later in the semester.
There is no provision for late submission of the Case Study Report. Students who miss the case study report through unavoidable circumstances should submit an application for Special Consideration.
Classes
The timetable for classes can be found on the University website at: http://www.timetables.mq.edu.au
Required and Recommended Texts and/or Materials
Prescribed Textbooks:
Buttle, Francis and Maklan Stan "Customer Relationship Management: Concepts and Technologies", 3rd Edition (Taylor and Francis, 2015) ISBN: 9781138789838
Other Relevant Texts:
Payne A. and Frow P. (2013). Strategic Customer Management - Integrating Relationship Marketing and CRM. Cambridge University Press
Peelen E. and Beltman R. (2013). Customer Relationship Management. 2nd Edition. Pearson United Kingdom
Technology Used and Required
Technology used in the unit is centred around Internet access to use Macquarie University online learning management system (iLearn), to access course materials such as reading materials, view iLectures and participate in class discussions.
The technology requirements for students to access materials and complete all assessment will be:
Unit Web Page
Course material is available on the online learning management system (iLearn)
The web page for this unit can be found at: https://ilearn.mq.edu.au/login/MQ/
Teaching and Learning Activities
The unit is taught in a lecture style format - The unit consists of 13 weeks of classes
Specifically, classes may comprise of:
In order to optimize the value of learning, it is strongly advised to prepare before each class, enthusiastically participate in each class and then reflect on each class. The amount of time spent out of class will vary for each individual, depending on competencies and proficiency in any area. An approximation is between 80-120 hours per unit, which is an average of 8-12 hours per class. Effective learning requires interaction between you, your lecturer and your peers. The better prepared you are before each class the greater the learning value from more focused questions and discussions. In addition, reflecting on what you have learned is an important process for you to confidently apply your newly learned skills. Therefore, in order to gain the most learning value from the synergistic relationship between your support materials and your specific unit material it is highly recommended you follow these steps for each class:
Before Each Class
During Each Class
After Each Class
Online Materials (iLearn)
The unit also makes use of the online learning management system (iLearn)
All classes with lectures will also be available on iLearn
Available on iLearn will be:
Week |
Title |
Activity/Other |
Text Ch. |
1. |
Introduction, CRM overview, CRM History |
No activities this week |
1 |
2. |
Relationships 1 - Introduction Understanding Relationships, Bilateral Relationship Theories, Multilateral Relationship Models for the Organisation |
R1 – Relationship Theories
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2 |
3. |
Relationships 2 - Customer Value 1 Needs/Wants, Value, Customer Value Propositions, Segments, Experiences |
R2 – Customer Value, Experiences
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6, 7
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4. |
Relationships 3 – Customer Value 2 Customer Satisfaction, Loyalty, Trust, Commitment, Satisfaction/Profit chain |
R3 – Customer Satisfaction, Loyalty
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2, References |
5. |
Relationships 4 – Establishing Relationships CLV, Activity Costing, Non-monetary Relationship Value, Portfolios, Acquisition |
Class Test (20%) Based on Lectures 1-4 Thursday, 29th March 4.00 to 5.00pm |
2, 3, 5 |
6. |
Relationships 5 – Progressing Relationships Customer Engagement, Retention, Development, Termination of Relationships |
R4, R5 – Customer Retention and Development |
4 |
7. |
Managing CRM 1 – Organisational Issues Philosophy, Structures, Virtual Organisations, Key Account Management |
Man CRM 1 Organisational Issues Group Report Part 1 (Individual Component) Due: 11pm, Sunday 15th April (Sydney time) |
13 |
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MID SEMESTER BREAK |
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8. |
Managing CRM 2 – Other Relationships Networks, Suppliers, Employees |
Man CRM 2 -Other Relationships
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13 |
9. |
Managing CRM 3 –CRM Technology (General) Information Technology, Information Systems, Multi-Channels, Warehousing, Integration |
Man CRM 3– Information Technology
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11 |
10. |
Managing CRM 4 –CRM Technology (Processes) Marketing, Service, Sales |
Man CRM 4 –Automation
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8, 9, 10 |
11. |
Managing CRM 5 – CRM Technology (Analytics) Data Mining, Analytics, Digital Communications, Social Media |
Man CRM 5 – Databases, Analytics
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12 |
12. |
Managing CRM 6 - Implementing and Analysing CRM Projects CRM benchmarking, Planning, Implementation & Measurement |
Man CRM 5, 6 – Social Media Group Report Part 2 (Group Component) Due: 6pm, Thursday 31st May (Sydney time) |
14, 15 |
13. |
Case Study Report |
Case Study/Report 40% Due: Thursday, 7th June 4.00 – 7.00 pm |
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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.
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Our postgraduates will be able to demonstrate a significantly enhanced depth and breadth of knowledge, scholarly understanding, and specific subject content knowledge in their chosen fields.
This graduate capability is supported by:
Our postgraduates will be capable of utilising and reflecting on prior knowledge and experience, of applying higher level critical thinking skills, and of integrating and synthesising learning and knowledge from a range of sources and environments. A characteristic of this form of thinking is the generation of new, professionally oriented knowledge through personal or group-based critique of practice and theory.
This graduate capability is supported by:
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This graduate capability is supported by:
There are a no changes to the assessment structure or texts compared to the previous offering of MKTG814 in S1, 17