Unit convenor and teaching staff |
Unit convenor and teaching staff
Unit Convenor
Con Korkofingas
4ER (E4A) 629
Monday 1 - 3 pm
Tutor
Wayne Kingston
Tutor
Brenton Price
Mehdi Azam
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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 7, 11 |
CRM Group Project | 40% | No | Week 12, Final Exam |
Final Examination | 30% | No | Formal Examination Period |
Due: In Tutorials
Weighting: 10%
Due: Weeks 7, 11
Weighting: 20%
Due: Week 12, Final Exam
Weighting: 40%
The components of the group project will be assessed on both individual student and group responses. The assessment weighting for both individual and group components will be 20% of total assessment marks in this unit.
For the group component; This will be a Project Report worth 20% of the total assessment marks due online on Wednesday, 30th May by 11pm.
For the individual component: The individual component will be assessed within the Final Examination of the unit in the formal examination period at the end of semester. This component will be worth 20% of total assessment marks in the unit.
Component 1: Group Project Report (20%): - Assessed as Group
Aim: This Project seeks to research the development and implementation of CRM used by an organisation to maintain or develop customer relationship stratgy. Potential areas to be analysed may include customer acquisition, retention and development, improving customer experience and customer engagement.
The group Project report is due in week 12 (11pm, Wednesday 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 special consideration is made and 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. In addition, students will be required to undertake a peer review of the contribution of their group members to the group report. In general, all students in the group will receive the group mark however, for individual students adjustments to the group mark may be made based on the submitted peer reviews and/or other relevant evidence.
General Approach:
Students will work in groups to research, analyse and potentially develop relevant CRM components for a provided 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.
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: Final Examination (20%): 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 special consideration. Please see the University Policy regarding special consideration 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/2018/
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.
In order to pass this unit, students need to achieve an overall mark of at least 50%. There are no other hurdle requirements.
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Class Schedule 2018 |
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No |
Date |
Title/Lecture Content |
Tutorial Activity/Other |
Text Ch. |
1. |
26 Feb |
Introduction, CRM overview, CRM History |
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1 |
2. |
5 Mar |
Relationships 1 - Introduction Understanding Relationships, Bilateral Relationship Theories, Multilateral Relationship Models for the Organisation |
Introduction
Form Project Groups |
2 |
3. |
12 Mar |
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. |
19 Mar |
Relationships 3 – Customer Value 2 Customer Satisfaction, Loyalty, Trust, Commitment, Satisfaction/Profit chain |
R2 – Customer Value, Experiences Group Registration Finalised |
2, References |
5. |
26 Mar |
Relationships 4 – Establishing Relationships CLV, Activity Costing, Non-monetary Relationship Value, Portfolios, Acquisition |
R3 – Customer Satisfaction, Loyalty
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2, 3, 5 |
6. |
2 Apr |
No Lecture or Tutorial (Easter Monday) |
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7. |
9 Apr |
Relationships 5 – Progressing Relationships Customer Engagement, Retention, Development and Termination of Relationships |
Class Test 1 (Covers Lectures 1-4)
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4 |
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MID SEMESTER BREAK |
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8. |
30 April |
Managing CRM 1 – Organisational Issues Philosophy, Structures, Virtual Organisations, Key Account Management |
R4, R5 – Customer Retention and Development |
13 |
9. |
7 May |
Managing CRM 2 – Other Relationships Networks, Suppliers, Employees |
Man CRM 1 – Organisational Issues |
13 |
10. |
14 May |
Managing CRM 3 –CRM Technology (General) Information Technology, Information Systems, Multi-Channels, Integration, Artificial Intelligence |
Man CRM 2 – Other Relationships |
11 |
11. |
21 May |
Managing CRM 4 –CRM Technology (Processes) Automation - Marketing, Service, Sales, Machine Learning, Data Mining |
Class Test 2 (Covers Lectures 5 - 8)
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8, 9, 10 |
12. |
28 May |
Managing CRM 5 – CRM Technology (Analytics) Analytics, Social Media, CRM benchmarking, Planning, Implementation & Measurement |
Man CRM 3, 4 – Information Technology, Automation Group Project Report Due: Wed, 30 May 11pm |
12, 14, 15 |
13. |
4 Jun |
Revision |
Man CRM 5, 6 – Databases, Analytics, Social Media
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Macquarie University policies and procedures are accessible from Policy Central (https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/policy-central). Students should be aware of the following policies in particular with regard to Learning and Teaching:
Undergraduate students seeking more policy resources can visit the Student Policy Gateway (https://students.mq.edu.au/support/study/student-policy-gateway). It is your one-stop-shop for the key policies you need to know about throughout your undergraduate student journey.
If you would like to see all the policies relevant to Learning and Teaching visit Policy Central (https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/policy-central).
Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/study/getting-started/student-conduct
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Our graduates will take with them the intellectual development, depth and breadth of knowledge, scholarly understanding, and specific subject content in their chosen fields to make them competent and confident in their subject or profession. They will be able to demonstrate, where relevant, professional technical competence and meet professional standards. They will be able to articulate the structure of knowledge of their discipline, be able to adapt discipline-specific knowledge to novel situations, and be able to contribute from their discipline to inter-disciplinary solutions to problems.
This graduate capability is supported by:
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This graduate capability is supported by:
Our graduates should be capable of researching; of analysing, and interpreting and assessing data and information in various forms; of drawing connections across fields of knowledge; and they should be able to relate their knowledge to complex situations at work or in the world, in order to diagnose and solve problems. We want them to have the confidence to take the initiative in doing so, within an awareness of their own limitations.
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The main change is with regards to the individual component of the group project (20% of the total marks in the unit). In S1, 17 for the individual component of the group project there was a class presentation worth 5% with a further 15% of an individual student's group project marks assessed by short answer/essay questions in the final examination.
For S1, 18 all of the individual component of the group project component (20% of total marks in the unit) will be assessed by short answer/essay questions in the final examination.