Unit convenor and teaching staff |
Unit convenor and teaching staff
Unit Convenor
Con Korkofingas
4ER (E4A) 629
Thursday 12 - 1 pm
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
Implementation of Customer Relationship Management (CRM) has become an increasingly relevant strategic option for organisations to attract, retain and develop customers. Such implementation necessarily involves deployment of relevant software but more crucially involves a customer-oriented alignment of organisational strategy, people, processes and information technology.
This unit develops students' knowledge of the concepts, principles and processes that underpin CRM. Students learn about the value of developing relationships with customers and how to analyse and evaluate the value of these relationships to the long-term success of any business. The unit examines practical issues involved in implementing and managing CRM within organisations and how potential implementation problems can be overcome.
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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, 10 |
CRM Report | 30% | No | Week 12 |
Final Examination | 40% | No | Formal Examination Period |
Due: In Tutorials
Weighting: 10%
Due: Weeks 7, 10
Weighting: 20%
Due: Week 12
Weighting: 30%
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 the unit can be found using the following link: https://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. 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 2019 |
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Wk |
Title/Lecture Content |
Tutorial Activity/Other |
Text Ch. |
1. |
Introduction, CRM overview, CRM History |
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1 |
2. |
Relationships 1 - Introduction Understanding Relationships, Bilateral Relationship Theories, Multilateral Relationship Models for the Organisation |
Introduction
Form Project Groups |
2 |
3. |
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. |
Relationships 3 – Customer Value 2 Customer Satisfaction, Loyalty, Trust, Commitment, Satisfaction/Profit chain |
R2 – Customer Value, Experiences Group Registration Finalised |
2, References |
5. |
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. |
Relationships 5 – Progressing Relationships Customer Engagement, Retention, Development and Termination of Relationships |
R4, R5 – Customer Retention and Development |
4 |
7. |
Managing CRM 1 – Organisational Issues Philosophy, Structures, Virtual Organisations, Key Account Management |
Class Test 1 (Covers Lectures 1-4)
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13 |
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MID SEMESTER BREAK |
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8. |
Managing CRM 2 – Other Relationships Networks, Suppliers, Employees |
Man CRM 1 – Organisational Issues |
13 |
9. |
Managing CRM 3 –CRM Technology (General) Information Technology, Information Systems, Multi-Channels, Integration, Artificial Intelligence |
Man CRM 2 – Other Relationships |
11 |
10. |
Managing CRM 4 –CRM Technology (Processes) Automation - Marketing, Service, Sales, |
Class Test 2 (Covers Lectures 5 - 8)
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8, 9, 10 |
11. |
Managing CRM 5 – CRM Technology (Analytics) Machine Learning, Data Mining Analytics, Social Media |
Man CRM 3, 4 – Information Technology, Automation
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12 |
12. |
Managing CRM 6 – Applying CRM in Business CRM benchmarking, Planning, Implementation & Measurement |
Man CRM 5, 6 – Analytics, Social Media Report Due - Online |
14, 15 |
13. |
CRM Case Study Revision |
CRM Reflections |
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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:
We want our graduates to be capable of reasoning, questioning and analysing, and to integrate and synthesise learning and knowledge from a range of sources and environments; to be able to critique constraints, assumptions and limitations; to be able to think independently and systemically in relation to scholarly activity, in the workplace, and in the world. We want them to have a level of scientific and information technology literacy.
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.
This graduate capability is supported by:
We want to develop in our students the ability to communicate and convey their views in forms effective with different audiences. We want our graduates to take with them the capability to read, listen, question, gather and evaluate information resources in a variety of formats, assess, write clearly, speak effectively, and to use visual communication and communication technologies as appropriate.
This graduate capability is supported by:
There are changes from the S1, 2018 offering of MKTG308
a) The group project (CRM Report) which was assessed for both individual and group responses in 2018 will only be assessed on individual student responses in 2019.
b) There is no group project (CRM Report) section in the Final Examination.
c) The group project (CRM Report) is worth 30% of the total assessment marks in 2019 down from 40% in 2018.
d) The Final Examination will be worth 40% in 2019 up from 30% in 2018. There will only be one section in the Final Examination in 2019 which will be questions on CRM from the entire course.