mar 4860 - syllabus (spring 2011)

MAR 4860 (RVC/RPC) – Customer Relationship Management

Spring 2011 Fully Online Course

GENERAL INFORMATION

Instructor: Dr. Nancy Rauseo Phone: 305-254-0386

Office: Room 305A – Department ofMarketing, Ryder Building

Fax: 786-573-9458

OfficeHours:

Professor'sSite:

By appointment

http://business2.fiu.edu/1226516/www/

E-mail: Please use Blackboard email tocommunicate with me. In caseBlackboard is down and you havean emergency, you can [email protected] but be sureto write “Your Name – MAR 4860VC” in the subject line.

COURSE DESCRIPTION

What exactly is CRM? There are hundreds of definitions out there but the one we will use isthat "CRM is the core business strategy that integrates internal processes and functions,andexternal networks, to create and deliver value to targeted customers at a profit. It is groundedon high quality customer-related data and enabled by technology"(Francis Buttle, 2009).

Customer relationship management (CRM) is considered by many as the new 'marketing wayof thinking', with annual sales of CRM software going from $762 million in 1997 to anexpected $12 billion in 2010. CRM represents marketing's return to the pre-industrial era ofdoing business through one-to-one relationships, using the technological advances nowavailable. Traditionally, marketing has focused on the acquisition of new customers throughmass advertising and price-oriented promotions, accepting the fact that customers eventuallyswitch to competitors. As markets have reached saturation, customer acquisition has comemostly at the expense of competitors.

Today, the focus has expanded to more emphasis on the relationship development andretention of existing customers. Research has proven that increasing customer retention by5% can potentially increase profits anywhere from 25% to 95%. Despite these findings,companies of all sizes and industries find CRM strategies difficult to implement – and in thiscourse, we will learn why and how to best implement them.

This course is all about retaining existing customers. As you will see, CRM is a marketingstrategy, facilitated by people, processes and technology. According to Goldenberg in July2010, "CRM success will depend on the people/process/technology mix: 50% on people, 30%on process, and 20% technology". Using different frameworks and an interactive learningmodel, we will learn and apply best practices, techniques and approaches for increasingcustomer retention and loyalty.

Achieving the learning objectives for this online course will require discipline on your part. Itis important to stay on track with the reading and other assignments. Although there will bework involved, you will find the topics very timely, interesting, interactive, and applicable to thecurrent business environment. I will work to stimulate your interest and learning in these

Syllabus - MAR4860 - Customer Relationship Management https://lms.fiu.edu/webct/urw/lc3736222521041.tp3736222561041/Relat...

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areas, but you will be expected to take initiative and develop self-study habits.

I look forward to meeting you in class on the first day, online!

NOTE: This fully-online class will have a mandatory, on-campus final exam.

COURSE OBJECTIVES

As a result of this course, you will be able to:

Recognize the various CRM theoretical models and components and apply them tobusiness scenarios to improve customer retention.

1.

Identify and explain the connections between company profitability and improvedcustomer relationships.

2.

Apply customer data, information & knowledge in decisions to strengthen customerrelationships.

3.

Recognize the prominent CRM software providers and explain the services they offer todifferent levels of customers.

4.

Recognize and distinguish between sales, marketing and service processes and thefacilitating role technology plays in improving and managing these processes.

5.

Evaluate a company's CRM strategy, people, and processes and recognize appropriateand inappropriate CRM practices using relevant case studies and scenarios.

6.

MAJOR & CURRICULUM OBJECTIVES TARGETED

After completing your BBA with a major in Marketing, you will be able to:

Identify the core factors that need to be examined for understanding consumerbehavior.

1.

Identify elements of professional image, attitude and etiquette.2.Calculate retail pricing on both cost and profit based approaches.3.Interpret the language of marketing research.4.Analyze a company's marketing strategy and recognize appropriate and inappropriatemarketing alternatives.

5.

TEXTBOOK

Customer Relationship Management: Concepts andTechnologiesFrancis Buttle, Butterworth-Heinemann2nd edition (2009)

ISBN:978-1-85617-522-7

Click here to buy your textbook online at the FIU Bookstore.

TEACHING METHODOLOGY

My objective is to provide you with an online environment that will encourage and reward yourown intellectual effort, while simultaneously maintaining standards that identify those who aremotivated to pursue excellence in their own educational preparation for a business career.The teaching methodology is to link the course material back to the real-world and toencourage an active learning model. This means that you are physically and mentallyengaged in the learning process. You are applying marketing concepts (doing things) andthen talking about the things you are doing.

COURSE PREREQUISITES

MAR 3023 is a prerequisite for this course. If you have not taken MAR 3023, you do nothave the basic knowledge needed to succeed in this course.


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Other pre-requisites include:

Students must have complete control of the English Language.Students must have a Windows computer with sound card, microphone and CD-drive.Students taking this course must also be proficient in;

Internet BrowsingInternet ResearchInternet Test TakingMS WordMS ExcelMS PowerPoint

Students must have access to a phone, video or other camera to video tape themselvesand upload file.

For information about prerequisites, click here.

COMMUNICATING WITH THE INSTRUCTOR

My preferred method of communication is through Blackboard email. If necessary, I amavailable to personally meet with you on campus by appointment. Contact me via e-mail toset up an appointment.

My policy is to return your email or phone call within 36 hours. If I am unavailable by phone,leave me a detailed message with your name, course name & number, and a number where Ican reach you.

GRADING

Course Requirements Points

Syllabus Quiz (10)Online Academic Misconduct Agreement (10)Student Homepage (10)

30

DISCUSSION - Four (4) Learning CommunityAssignments @50 points each

200

DISCUSSION - Four (4) Participation Activities @ 20points each

80

DISCUSSION - Facilitator Role 60

Individual Research Project on CRM Technology 130

Six (6) Online Quizzes @ 50 points each 300

On Campus Final Exam 200

TOTAL 1000

LetterGrade

Range LetterGrade

Range LetterGrade

Range

A 935-1000 B- 795-834 D+ 665-694


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A- 895-934 C+ 765-794 D 635-664

B+ 865-894 C 735-764 D- 595-634

B 835-864 C- 695-734 F <595

ASSURANCE OF LEARNING

As a college, we care about the quality of the business education we are providing you. Moreon the College's commitment to Assurance of Learning can be found at the following link:

http://businessonline.fiu.edu/course_addons/Learning_Commitment.pdf

POLICIES AND PROCEDURES

As a college, we care about and enforce the Policies and Procedures as they are important tothe quality of the education we are providing to you.

Click here for details on our On-campus Orientation/Online Tutorial, Server MaintenanceRequirements, FIU Library support and FIU Policies.

QUIZZES

SYLLABUS QUIZBy the end of the second week of class, you will need to take the Syllabus Quiz. It can befound under the Assessments link of the Blackboard site. The purpose of this quiz is tofamiliarize you with the format and specifications of this course. The quiz will cover all of thematerial posted under the Course Content link labeled "Course Introduction". The quiz is onlyworth 10 points but studying for this quiz will help you immensely throughout the semester.

IN-CLASS FINAL EXAMA final, on-campus, exam will be given on the main campus. I will notify you of date as soonas the semester begins so you can make arrangements. This exam covers a good portion ofthe course material. I will provide you with more details as we progress throughout thesemester. The final exam is worth 200 points. It will be in a multiple-choice format. You mustbe present in person to take this exam. Personal ID is required.

QUIZZESTo keep you up-to-date with the narrated slideshows and textbook reading assignments, six(6) non-cumulative quizzes will be given. The purpose of each quiz is to assess yourunderstanding of the assigned materials and textbook chapters. Dates and the materialcovered for the quizzes are shown in the Course Calendar and the Assessments link inBlackboard. Your best planning tool is the one page (PDF file) Course Calendar found underCourse Introduction!These quizzes will be administered over Blackboard in a multiple-choice format. Each quizwill have between 40 and 50 multiple choice questions. Each question is worth 1 point andeach quiz is worth 50 points. Quizzes are not a group exercise. Group participation and/orcheating will not be tolerated. You must read the Student Code of Conduct and return signedvia Blackboard before taking your first quiz.

Absolutely no make-up quiz is allowed. Please don't request a make-up quiz. If you do,you must be prepared to fax me official documentation proving an emergency situation (deathin the family, illness, etc.) PRIOR to the quiz window closing. Each quiz will have a time limitof 50 minutes. You will have a four-day window to take each quiz, normally from Thursday at0:00 (midnight Thursday) through Sunday at 11:55 pm. The quiz automatically shuts off at11:55 pm on the last day, so don't wait until then to log in and take the quiz. PLANACCORDINGLY.


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The quizzes are not easy. I suggest you study hard for them and prepare.Before you take a quiz, please make sure you carefully read the "important noticeregarding quiz taking".

ATTENTION: ONLY fully released versions of Microsoft Internet Explorer (IE) 5.0 or highercan be used to take quizzes. Any browser other than Internet Explorer is not 100% supportedby Blackboard and you will experience technical difficulties, particularly with quizzes. Wehighly recommend that you read ALL the information in the Browser Issues section. It is yourresponsibility to ensure you are set up correctly to take quizzes. Taking the PRACTICE QUIZcan help you work out any issues prior to taking your first quiz. Remember that if you havetechnical issues of this nature, you will not be able to retake a quiz. The ONLY valid reason isif the system was down.

DISCUSSION

There are four (4) CRM research/discussion INDIVIDUAL assignments scheduled for thesemester. In these assignments, you are to APPLY the CRM theory to practical situations andexperiences.

The goal of these assignments is to develop your critical thinking skills. To learn is tothink. To think poorly is to learn poorly. To think well is to learn well. If all you are doingis describing your experiences or putting down on paper your thoughts without thinking aboutthem, then you aren't learning. Without analyzing and applying the CRM concepts, you won'tlearn about CRM. All content, to be learned, must be intellectually constructed. It is veryimportant that you read the document titled Assessing Effectiveness of Participation in OnlineDiscussions in its entirety. This document can be found under Course Introduction. It explainsmy expectations and my guidelines for assessing your participation in these assignments.

READ CAREFULLY- In order to make these discussions more interactive, each of you will beassigned to a Learning Community of students. Your individual discussion assignments willbe posted and then discussed within your Learning Community Discussion Forum inBlackboard. Here's how it'll work:

The description of the assignment will be posted within that learning community'sdiscussion forum by me. Refer to your one-page Course Calendar spreadsheet inBlackboard for dates.

1.

Each student will research the assignment and post his/her response individually bythe due date (always on Tuesdays before midnight). For each day a posting is late(increments of 24 hours), you will get docked 10 points. After 5 days, you will receive azero. Take these seriously. Each assignment is a mini-paper!Each individualassignment posting is worth 50 points.

2.

One student in each learning community will be assigned as the facilitator for thatassignment. During the semester, each student will get one turn being the facilitator.You can get up to a maximum of 60 points for your role as facilitator.

3.

On the Wednesday following the assignment due date, the facilitator begins thediscussions. So what does a facilitator do? Reads all postings, challenges others'thinking, encourages participation and feedback, and generates a positive learningexperience. This facilitator role does not exempt you from participating (see #5 below).

4.

For one week, each student within that community participates by responding to thefacilitator's comments or questions; challenging others' postings; helping othersunderstand a concept through experiences, examples, and explanations; commentingon others' postings and contributing value to the learning. This participation is worth 20points for each assignment. The MINIMUM number of participation postings is TWO (2).Each community will have ONE WEEK to participate. No postings will be considered forevaluation after that. This is not something you can make up at the end of the semester.SUMMARY -Your actual discussion assignment and your participation will equalthree postings, worth a total of 70 points.

5.


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A week later, after participation, the discussion will be locked. I will review thediscussions, evaluate individual assignments for quality and post your assignmentgrades by the end of that weekend (normally by Sunday).

6.

When responding to a message, be sure to use the 'Reply' button so we can keep track ofthe threaded discussions. All students are highly encouraged to respond and interact withclassmates. Think of this as a place of learning! It is your time to put into practice what wehave learned in the class lectures.

I encourage you to go to the Course Introduction link and look at the link Assessing YourCritical Thinking Skills. This slide presentation helps you figure out what level of criticalthinking you are at so that you can improve it. This is a self-assessment. Second, there's aCritical Thinking Rubric that I use to guide me when reading and evaluating your postingsand assignments. Also, be sure to carefully check out the Best Practice Examples. Importantpoints to follow when in the Discussion Forums:

Do not attach Word documents to the Discussion Forum messages, unless specifiedotherwise. Complete your response either 1) in Word and cut and paste intoBlackboard, or 2) type your response straight into your Blackboard message. To leave aspace between paragraphs in Blackboard, you need to hit enter twice. When you clickon Compose, you can also choose the HTML editor button to better format yourresponse. This Blackboard feature requires that you have Java on your computer.WORD OF ADVICE: Do your assignment in Word and always save it and then copy itover.

Everyone in the class will be able to see your responses. Copying or plagiarism willnot be tolerated. You will receive an automatic "F" for any assignment that is identicalor very similar to one posted earlier by a fellow classmate. There is no exact textbookanswer to these assignments.

Show me that you understand the course content and can apply the theory to CRMsituations. Use the proper CRM terminology.

Incorporate your own research. Use the FIU Library link under Additional Resources onthe navigation bar of Blackboard to access the Library. Select "Connect From Home",enter your library card and SS# information, choose "Find Articles and Do Research",select "Business or Marketing", and then select the database. I suggest using ABIInform via ProQuest. This contains great articles on business practices and currentevents.

Be sure to list your sources at the end of your response. Failure to do so will beinterpreted as plagiarism. You will receive an automatic "F" for any assignment whereyou do not cite your sources. I use plagiarism software when in doubt!

Share your CRM experiences.

Connect the material in the course to your explanations. Simply stating that anemployee was nice and friendly is not enough. You must explain an employee's actionsusing the CRM concepts. Instead, you can say something like this:

The employee displayed a high level of service quality,specifically, the empathy componentof RRATE. RRATE is a method for measuring service quality. In my case, the employeeshowed that he was able to put himself in my shoes. According to Module 1, Unit 2 (p. 6)"empathy is the provision of caring, individualized attention to customers".

Highlight your connection(s). In the example above, this is one connection althoughthere are two concepts highlighted.

Cite the source of your connection within the text. You can always use outside sourcesbut be sure to cite them within the text of your posting as well as list at the end of yourposting.

Use clear, concise sentences in your responses. These are not emails. These are


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essays so I expect a high level of quality in your postings. Do not ramble. Make yourpoints in less than 2-3 paragraphs, unless specified otherwise; each paragraph shouldhave about 3-4 sentences. Think about your answers first before posting!

Check your grammar and spelling before posting your response. I take off points forthis.

PROJECTS

You will have one individual research project relating to CRM technology. This will consist of1) conducting research on selected software applications, and 2) reporting on your findings.

The paper will be due the last week of class, on April 18th at midnight. More details on thespecifications of this assignment will be provided at a later date. This paper is worth 130points.

DISABILITY NOTICE

If you have a disability and need assistance, please contact the Disability Resource Center(University Park : GC190; 305-348-3532) (North Campus: WUC139, 305-919-5345). Uponcontact, the Disability Resource Center will review your request and contact your professorsor other personnel to make arrangements for appropriate modification and/or assistance.

RELIGIOUS HOLIDAYS

The University's policy on religious holy days as stated in the University Catalog and StudentHandbook will be followed in this class. Any student may request to be excused from class toobserve a religious holy day of his or her faith.

RULES, POLICIES, and ACADEMIC MISCONDUCT

Assignments from the text and other resources are listed below for each class session.Students are expected to pace their learning according to the posted course assignments.

It is expected that interactive learning and teaching will enrich the learning experience of allstudents, and that each student will work in partnership with the professor to create a positivelearning experience for all. Student engagement is a necessary condition for an effectivelearning experience, and includes contributions to debate and discussion (if any), positiveinteractive learning with others, and an enthusiastic attitude towards inquiry. Everyone isexpected to be a positive contributor to the class learning community, and students areexpected to share the responsibility of teaching each other.

Statement of Understanding between Professor and Student

Every student must respect the right of all to have an equitable opportunity to learn andhonestly demonstrate the quality of their learning. Therefore, all students must adhere to astandard of academic conduct, demonstrating respect for themselves, their fellow students,and the educational mission of the University. As a student in the College of Business takingthis class: \

I will not represent someone else's work as my ownI will not cheat, nor will I aid in another's cheatingI will be honest in my academic endeavorsI understand that if I am found responsible for academic misconduct, I will be subject tothe academic misconduct procedures and sanctions as outlined in the StudentHandbook

Failure to adhere to the guidelines stated above may result in one of the following:Expulsion: Permanent separation of the student from the University, preventing readmissionto the institution. This sanction shall be recorded on the student's transcript.


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Suspension: Temporary separation of the student from the University for a specific period oftime.

Additionally the following two documents should be used by every student in businessclasses that require individual or group written assignments:

Certification of Authorship Assignment Cover Page (Individual)

Certification of Authorship Assignment Cover Page (Groups)

For details on the policy and procedure go to (ACADEMIC MISCONDUCT. (Section 2.44)

NOTE: Intensive Auditing of the course will be conducted to prevent academic misconduct

EXPECTATION OF THIS COURSE

I have observed that students who earn an 'A' in this course AND maximize their learning, getinto these habits each week (in this order) at the beginning of the semester:

Read the assigned textbook chapter(s) for the week, at the beginning at the week.1.

Go to Chapter link, and print out Lecture Worksheets.2.

Listen to the narrated lectures, found under the Chapter link in Blackboard. Somechapters will have several modules and consequently, more than one slideshow. Onyour lecture worksheets, make notes and list any questions you have.

3.

Under the Chapter link, check out the available Supplemental Materials and resources.4.

On any concepts where you have doubts or difficulty understanding, please post yourquestions or comments in the General CRM Questions forum. If you want to set up anOnline Chat with me, please send me an email through Blackboard.

5.

Set up study groups, when feasible.6.Start working on your Discussion Assignment early.7.

If scheduled, take the Quiz during the quiz window (usually Thursday at 12:00 AMthrough Sunday 11:55 PM)- don't wait until the last hour to log in. Check the one-pageCourse Calendar spreadsheet for dates. NO MAKE-UP QUIZZES ARE ALLOWED.

8.

Read ALL postings coming from me! They will contain tips, important guidelines,instructions, deadline changes, etc. I always post these messages in the INSTRUCTORANNOUNCEMENTS Discussion Forum. It is your responsibility to comply with anycontent in these messages.

9.

YOU MUST LOG INTO THE BLACKBOARD COURSE SITE EVERY DAY! THIS IS OURPRIMARY METHOD OF COMMUNICATION.

COURSE CALENDAR

Below is a summary of the topics and corresponding textbook chapters/lecture notes/readingsfor each week in the semester. Under the Additional Resources link, you will also find aone-page Course Calendar (spreadsheet) containing assignments due, quiz dates, testdates, and more. Be sure to print out the calendar and post it somewhere visible so you canplan ahead.

Date(s) Topic(s) Assigned Materials


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1/10–1/16 Introduction to Course Watch Welcome VideoSyllabus QuizHomepage

1/17–1/23 Introduction to CRM Textbook Chapter 1Chapter 1 Slideshows,Modules 1 and 2

1/24–1/30 Understanding Relationships Textbook Chapter 2Chapter 2 Slideshows,Modules 1, and 2

1/31–2/6 Understanding Relationships Textbook Chapter 2Chapter 2 Slideshows,Module 3

2/7–2/13 Planning & Implementing CRM Projects Textbook Chapter 3Chapter 3 Slideshows,Modules 1, 2 and 3

2/14–2/20 Developing, Managing, and UsingCustomer-Related Databases

Textbook Chapter 4Chapter 4 Slideshows,Module 1Watch Videos

2/21–2/27 Customer Portfolio Management Textbook Chapter 5Chapter 5 Slideshows,Modules 1 and 2

2/28–3/6 CRM and Customer Experience Textbook Chapter 6Chapter 6 Slideshows,Module 1

3/7–3/13

Creating Value for Customers

Textbook Chapters 7Chapter 7 Slideshows,Modules 1, 2 and 3

3/14–3/20 Managing the Customer Lifecycle:Customer Retention & DevelopmentSPRING BREAK

Textbook Chapter 9(selected sections)No slideshows

3/21 –3/27 Information Technology for CRM Textbook Chapter 13Chapter 13 Slideshows,Modules 1 and 2

3/28–4/3 Information Technology for CRM Textbook Chapters 13Chapter 13 Slideshows,Module 3Supplemental Materials

4/4 –4/10 Sales Automation Textbook Chapter 14Chapter 14 Slideshow(incl. in Chapter 13)

4/11–4/17 Marketing Automation Textbook Chapters 15No slideshows


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4/18–4/23 Service Automation Textbook Chapters 16No slideshowsFinal Research Paper Dueon 4/18

TBA MANDATORY ON-CAMPUS FINAL EXAM

ADDITIONAL INFORMATION

The semester is divided into fifteen (15) weeks. Each week starts on Monday and endson Sunday. Each week will focus on a major CRM topic(s). Under Course Content,you will find a link for each chapter of the course. Each Chapter Link will contain threefolders: Narrated Lectures, Lecture Worksheets, and Supplemental Materials.The Course Calendar is a one-page spreadsheet showing all critical actions and datesfor the entire semester. You will find this under Course Introduction. Print it and put it ina place where you will look at it daily. This tool comes in handy when planning andorganizing for this course.The Discussions link will take you to the various 'rooms' of our course. Each forum or'room' has a purpose. Any messages posted incorrectly will be moved and answered inthe right forum. There are several types of Discussions in this course.

GENERAL DISCUSSION TOPICS

Instructor Announcements - This discussion forum is a MUST READ. I will postimportant information about the course here. Please check this forum every day. Youwill be accountable for any changes announced here.Questions About Course - This forum is for you to post questions about the course,syllabus, deadlines, assignments, etc. Please do not post these types of questions inInstructor Announcements.General CRM Questions - Discussions and questions/comments related to the coursematerial, i.e. CRM topics, will be facilitated through the CRM Questions forum.

SOCIAL NETWORKING

Your Homepages- Read the description for this forum. Completing and posting ahomepage is a requirement. It is worth 10 points.General Socializing - The purpose of this discussion forum is to dialogue aboutnon-course related information.

INDIVIDUAL LEARNING COMMUNITY DISCUSSIONS

During the second week of class, you will be assigned to a Learning Community.Individual discussion assignments will be posted and discussed within these forums.Course Mail should be used to correspond with individuals regarding personalmatters.Chat is a place where we can chat online in real-time. I will provide you with days andtimes when we can meet. Because of varying schedules, it is impossible for allstudents to be available at all times. Therefore, this is a VOLUNTARY activity, butworthwhile for clarifying concepts. For a scheduled Live Chat, check your InstructorAnnouncement forum for topic, day and time. You may also request an online chat -just email me or post a message requesting a time and date.The Assessments link gives you access to the Online Learning Practice Quiz, StudentCode of Conduct, and tests. The availability of quizzes and tests are shown in yourone-page Course Calendar spreadsheet.The My Grades link will give you an idea of how you're doing in the course.The My Progress links tracks your online activity.The Additional Resources link gives you access to my welcome narrated slideshow,Course Calendar, the FIU Library for business and marketing articles, instructions forstudent homepages, best practices, guidelines, and more.

FINAL COMMENTSI want you to succeed in this marketing course and be able to take some practical experience


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with you to the real world. Let's all follow these values so we can make this course a greatexperience:

Hard, accurate work with fair assessmentsHonesty & integrityWillingness and openness to new ideasTeamworkGood communications

I look forward to working with each and every one of you! GOOD LUCK!

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mar 4860 - syllabus (spring 2011)

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