Bachelor Module Guide. CRM & Software Management (IM33) Bachelor Module Guide CREDITS. Aims and Objectives of this module:

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1 Bachelor Module Guide 5 CREDITS Bachelor Module Guide CRM & Software Management (IM33) Aims and Objectives of this module: Explain the key concepts of Customer Relationship Management and its significance for organisations in gaining competitive advantages. Develop students practical skills in applying Customer Relationship Management principles to analyze customer data and create solutions for a specific business; Describe the main functions of industry-proven solutions for Customer Relationship Management. Conduct management tasks by using industry-proven Customer Relationship Management software. Demonstrate creative problem solving skills in formulating specific strategies for the implementation and administration of Customer Relationship Management in specific business organisations. Exercise good communication and interpersonal skills in proposing and presenting appropriate implementation strategies of solutions for Customer Relation Management

2 Module Description Module Name CRM &Software Management Module Code IM33 Period Year 3 Phase 2 Block 3 Teacher Adeyemi Banjo address adeyemi.banjo@wittenborg.eu Prerequisite Phase 1 related modules (IM) or equivalent Introduction CRM and CMS have become integral of the modern organization. Customer Relationship Management (CRM) is a strategy that enables the organization manages their customer related operation seamlessly and efficiently across every customer contact point. Management System (CMS) has been defined as a concept that covers all processes that underpin large scale website operations. The pervasiveness of the internet has caused most organizations to move substantial parts of their operations unto this platform resulting in a major overlap between their CRM and CMS systems. Consequently there is an increasing move towards integrating both systems. For business students it is imperative to have a comprehensive understanding of these two systems and how they linked. Goals Explain the key concepts of Customer Relationship Management and its significance for organisations in gaining competitive advantages. Develop students practical skills in applying Customer Relationship Management principles to analyze customer data and create solutions for a specific business; Describe the main functions of industry-proven solutions for Customer Relationship Management. Conduct management tasks by using industry-proven Customer Relationship Management software. Demonstrate creative problem solving skills in formulating specific strategies for the implementation and administration of Customer Relationship Management in specific business organisations. Exercise good communication and interpersonal skills in proposing and presenting appropriate implementation strategies of solutions for Customer Relation Management Part1 Definitions of CRM and CMS Business case for CRM Core concepts of CRM Customer, Relationship and Management Components of a CRM system Part 2 CRM - Strategy The nature and role of relationship marketing Building customer relationships Customer service One to one marketing and Mass customization Strategy - Customer strategy Process

3 - Marketing - ecommerce - Direct sales - Indirect sales - Services - Field service Technology - Customer analytics - Customer data management - Technology infrastructure People - People management Part 3 Implementation issues - Stages Planning the CRM strategy Implementation of CRM in the organization Benefits of CRM Part 4 The business case for a CMS Components of a CMS The CMS lifecycle Pros and cons of a CMS Part 5 Implementing a CMS Drupal Web Page Design Describing content Organizing List of Page Design and Layout Interaction Code Workflow Part 6 The Themers Toolkit A Gentle Introduction Theming Strategies Drupal Technology Must-have modules Browser tools Language References Maintaining your system Part 7 The Drupal Page Elements of a page Sitewide Page Variables

4 Navigation and Menus Grid Work Search Changing Templates Alias Page Taxonomy Templates Delivering Plain Part 8 Integration of CRM and CMS Why integrate Benefits of integration Instruction Study Load 24 Lesson hours 12 Preparation Lesson hours 26 Assignments Homework hours 20 Exam and exam hours 58 Literature (Depending on the length and difficulty of the book) hours The course uses 344 pages from the book(s) and journal articles where: 162 pages average reading and understanding material 32 Hours 182 pages easy reading and understanding material 26 Hours Criteria: Difficult reading and understanding material 3 pages per hour Average reading and understanding material 5 pages per hour Easy reading and understanding material 7 pages per hour Total 140 Hours IBA Final Qualification Mapping Teaching Language Teaching Methods Module Lecture and seminar status Testing and assessment European Credits Required literature Recommended literature Mapped with numbers: 1, 9 and 18. See the EEG for further reference. English - Classroom lecturing - Case study discussions - Feedback and presentation sessions - Video and film - Discussion sessions - Research Papers Compulsory Written Examination See the EEG for further reference. 5 Front End Drupal; Designing, Theming, Scripting, Emma Jane Hogbin and Konstantin Kafer, Prentice Hall, ISBN-10: , ISBN-13: Customer Relationship Management, by Kristin Anderson, Carol Kerr, 2002 ISBN:

5 Notes: All the articles on the internet, which you will also (re)search, when preparing the weekly lectures.

6 Module Name CRM &Software Management Definitions of CRM and CMS Module Plan Lesson 1 Business case for CRM Increase the company's ability to retain and acquire customers Maximize customer life cycle Personalize and improve customer service without increasing cost of service Core aspects of CRM Customer, Relationship and Management Components of a CRM system People Management Lead Management Customer Service Marketing Work flow Automation Business Reporting Analytics Aims Know what CRM and CMS is Understand the underlying business drivers for adoption Identify the core aspects of CRM Identify the components of a CRM system. Required Handout CRM - Strategy Lesson 2 The nature and role of relationship marketing Building customer relationships Customer service One to one marketing and Mass customization Strategy - Customer strategy Process - Marketing - ecommerce - Direct sales - Indirect sales - Services

7 - Field service Technology - Customer analytics - Customer data management - Technology infrastructure People - People management Aims Understand Relationship marketing Understanding the relationship between the CRM strategy, the process, technology and people. Required Handout Implementation issues - Stages Lesson 3 Stage 1Collecting information Stage 2 Storing information Stage 3 Accessing information Stage 4 Analyzing customer behavior Stage 5 Marketing more efficiently Stage 6 Enhancing the customer experience. Planning the CRM strategy Implementation of CRM in the organization Benefits of CRM Streamlined sales and marketing processes Higher sales productivity Added cross-selling and up-selling Improved service, loyalty, and retention Increased call center efficiency Higher close rates Better profiling and targeting Reduced expenses Increased market share Higher overall profitability Marginal costing Aims Understand the practical implementation issues with CRM systems Planning the CRM strategy Understanding the advantages of a CRM system Required Handout

8 The business case for a CMS Lesson 4 Components of a CMS The CMS lifecycle Getting Stakeholder Support Making the Business Case Assembling the Project Team Auditing the Aligning Strategy to Business Strategy Building Categories Controlling Vocabularies Information Structure Design for Reuse Search Navigation Visual Design Use Case Testing Training the Contributors Change Management Conversion Migration Metadata Tagging Roles-based Workflow Proof Of Concept Scalability Full Deployment Lifecycle Multichannel Publishing Performance Metrics Pros of a CMS system Aims Understand the business case for a CMS system Know the components of a CMS system A good understanding of the CMS lifecycle. Understand the pros and cons of a CMS system. Required Chapter 1 (Front End Drupal; Designing, Theming, Scripting, Emma Jane Hogbin and Konstantin Kafer, Prentice Hall) Implementing a CMS Lesson 5 Drupal Web Page Design Describing content - Displaying content - types and content fields Organizing List of - Chronological Organization

9 - Linear organizations - Topical Organization - Popularity-based organization - Task-based Organization Page Design and Layout - Interface Components - Regions - Design resources - Interaction - User satisfaction - Guided tasks Code - Separating form, function and behavior and functions - XHTML - Cascading style sheets - Scripting Languages - Interact with JavaScript Workflow - Working with designers - Working with Programmers - Working with Clients - Working with Site Visitors Aims To enable student understand basic web page design Prepare information for use on Drupal website. Understand how to describe content and its organization Required Front End Drupal; Designing, Theming, Scripting, Emma Jane Hogbin and Konstantin Kafer, Prentice Hall The Themers Toolkit Lesson 6 A gentle introduction Building a Page for Display Directory structure Paths Theming Strategies Best practices Alternative Strategies Drupal Terminology Node Users, roles, and Permissions Black and Regions Categories, taxonomy, Vocabularies Parent items and weight

10 Menu Pagers Hook and Naming Convention Must have Modules Construction kit (CCK View Module Devel module Browser tools Firebug Wed Developers Toolbar Screen shot and Testing Services Language references XHTML CSS PHP JavaScript Maintaining Your system Scheduling Tasks with cron Revision control Aims Understand Drupal Terminology and theming strategies Required Chapter 2 (Front End Drupal; Designing, Theming, Scripting, Emma Jane Hogbin and Konstantin Kafer, Prentice Hall) Working with Drupal themes Lesson 7 Finding themes - Interface Components - Develop a library of themes Installing Drupal - Download and unpack - Enable the New Theme - Personal Theme Administering Themes - Global settings - Theme-Specific setting - The front Page Anatomy of a theme - Naming and Initializing the theme - Page Template - Including External CSS and JavaScript files - Regions - Screenshot

11 Starter themes - Zen - Custom Theme Settings - Customizing Banner Images WordPress Joomla Aims Learn how to install a premade Drupal theme Understand the anatomy of a Drupal theme Using starter Themes to reduce developmental time. Tips on converting themes from WordPress, Joomla and Drupal 5.x. Required Chapter3 (Front End Drupal; Designing, Theming, Scripting, Emma Jane Hogbin and Konstantin Kafer, Prentice Hall) Lesson 8 Integration of CRM and CMS Why integrate - The business case for integration Benefits of integration Cases Aims Understand the overlapping nature of CRM and CMS The benefit of integration - Can any competitive advantage be gained? We will review several cases to highlight the concept learnt in the course. Required Handout

12 Module Evaluation Plan Module Name CRM & Software Management Block Type of Evaluation % Weight of Final Module Mark Evaluation 1 3 Written Examination 100% Total mark required for pass 5.5 Total must equal 100% Short explanation There is a short description of this in the Education Guide under Examinations and Evaluation leading to EC Credits. of the exam covers the topics that have been given in the module plan. Teacher explanation: Final mark required for pass:5.5 Notes: Required Attendance of 75 % of the lecture. If students miss more than 1 lesson in a block of 4 weeks, they can be barred from taking the exam at the Exam week, and will be required to wait until the re-sit at the following block Exam week. After this, the next opportunity will be the following year.