INFOSYS 344 : Customer Relationship Management

Business and Economics

2020 Semester Two (1205) (15 POINTS)

Course Prescription

Concepts in CRM (Customer Relationship Management) and in the application, implementation and management of CRM technologies. The examination of information and analytics technologies that drive innovative CRM and communication, introducing theories of customer communication and relation management, evaluating the implications and effectiveness of different digital and analytics practices and devising conventional data-driven and digital marketing to support organisational strategies.

Course Overview

This course aims to develop comprehensive CRM competency that will give students the knowledge and technique advantages in the increasingly customer-centric and data- and analytics-driven business environment. The course will enable students to formulate and implement customer-centric marketing strategies, understand, analyse and assess customer behaviours and values, and design CRM programmes to acquire and retain valuable customers in a variety of business contexts. Ultimately, the course will prepare students to improve and transform enterprises’ customer relationship management at both strategic and practical level. 
Specifically, students will learn
(1) theoretical and conceptual frameworks of CRM definitions, strategies and implementation process;
(2) CRM best practices;
(3) CRM analytical techniques and tools ;
(4) CRM metrics to evaluate customer values ;
(5) CRM on the digital platform

Course Requirements

Prerequisite: INFOSYS 220 and 15 points at Stage II in Accounting, Computer Science, Engineering science, Business analytics, Information Systems, Marketing, Operations and Supply Chain Management or Software Engineering Restriction: MKTG 304, 314

Capabilities Developed in this Course

Capability 1: Disciplinary Knowledge and Practice
Capability 2: Critical Thinking
Capability 4: Communication and Engagement
Capability 5: Independence and Integrity
Graduate Profile: Bachelor of Commerce

Learning Outcomes

By the end of this course, students will be able to:
  1. Articulate the conceptual foundations of CRM, CRM strategy and framework (Capability 1 and 2)
  2. Discuss and analyse the implementation and organizational issues of CRM strategies and systems (Capability 1, 2 and 4.2)
  3. Interpret and apply basic CRM analytic metrics and database marketing techniques to evaluate customer behaviours and values (Capability 1, 2 and 4.2)
  4. Apply the analytics techniques to critically analyse CRM activities and propose data-driven CRM solutions (Capability 1, 2 and 4.2)
  5. Apply CRM knowledge and techniques to develop CRM initiates to help firms improve CRM effectiveness (Capability 4.1, 4.2 and 5.1)

Assessments

Assessment Type Percentage Classification
Assignments 35% Individual Coursework
Project 25% Group Coursework
Final Exam 40% Individual Examination
Assessment Type Learning Outcome Addressed
1 2 3 4 5
Assignments
Project
Final Exam
There are both individual and group assessments in the course. Assessment submissions are to be made electronically to correct location by the correct time on the due date. Late submissions will attract a penalty of 10% per day late. Please make particular note that unacknowledged copying or plagiarism in completing this work is treated as an examination offence.

Workload Expectations

This course is a standard 15 point course and students are expected to spend 10 hours per week involved in each 15 point course that they are enrolled in.

For this course, you can expect 36 hours of lectures, a 4 hour tutorial, 40 hours of reading and thinking about the content and 40 hours of work on assignments and/or test preparation.

Learning Resources

Textbook: Customer relationship management concept, strategy, and tools, by V. Kumar and Werner Reinartz, Springer 2012 (e-book available in the digital library)
Cases: Cases will be used for discussion and group assignments throughout the course.
Readings: will be made available online on Canvas

Digital Resources

Course materials are made available in a learning and collaboration tool called Canvas which also includes reading lists and lecture recordings (where available).

Please remember that the recording of any class on a personal device requires the permission of the instructor.

Academic Integrity

The University of Auckland will not tolerate cheating, or assisting others to cheat, and views cheating in coursework as a serious academic offence. The work that a student submits for grading must be the student's own work, reflecting their learning. Where work from other sources is used, it must be properly acknowledged and referenced. This requirement also applies to sources on the internet. A student's assessed work may be reviewed against online source material using computerised detection mechanisms.

Inclusive Learning

All students are asked to discuss any impairment related requirements privately, face to face and/or in written form with the course coordinator, lecturer or tutor.

Student Disability Services also provides support for students with a wide range of impairments, both visible and invisible, to succeed and excel at the University. For more information and contact details, please visit the Student Disability Services’ website at http://disability.auckland.ac.nz

Special Circumstances

If your ability to complete assessed coursework is affected by illness or other personal circumstances outside of your control, contact a member of teaching staff as soon as possible before the assessment is due.

If your personal circumstances significantly affect your performance, or preparation, for an exam or eligible written test, refer to the University’s aegrotat or compassionate consideration page: https://www.auckland.ac.nz/en/students/academic-information/exams-and-final-results/during-exams/aegrotat-and-compassionate-consideration.html.

This should be done as soon as possible and no later than seven days after the affected test or exam date.

Student Feedback

At the end of every semester students will be invited to give feedback on the course and teaching through a tool called SET or Qualtrics. The lecturers and course co-ordinators will consider all feedback and respond with summaries and actions.

Your feedback helps teachers to improve the course and its delivery for future students.

Class Representatives in each class can take feedback to the department and faculty staff-student consultative committees.

Student Charter and Responsibilities

The Student Charter assumes and acknowledges that students are active participants in the learning process and that they have responsibilities to the institution and the international community of scholars. The University expects that students will act at all times in a way that demonstrates respect for the rights of other students and staff so that the learning environment is both safe and productive. For further information visit Student Charter (https://www.auckland.ac.nz/en/students/forms-policies-and-guidelines/student-policies-and-guidelines/student-charter.html).

Disclaimer

Elements of this outline may be subject to change. The latest information about the course will be available for enrolled students in Canvas.

In this course you may be asked to submit your coursework assessments digitally. The University reserves the right to conduct scheduled tests and examinations for this course online or through the use of computers or other electronic devices. Where tests or examinations are conducted online remote invigilation arrangements may be used. The final decision on the completion mode for a test or examination, and remote invigilation arrangements where applicable, will be advised to students at least 10 days prior to the scheduled date of the assessment, or in the case of an examination when the examination timetable is published.