INTRODUCTION TO CUSTOMER RELATIONSHIP MANAGEMENT

Course Objectives:
Customer Relationship Management explains the circular relationship between suppliers, technology, and customers, which together provide the infrastructure for customer support in conventional and e-business environment. This course explores the Microsoft CRM application from a user's perspective.

The course aims at teaching the student how to select the right tools for his/her business-- so it can grow today--and on into the future. It teaches how to keep your customers when the move to another company is nothing more than a mouse click and a minute away. The course also aims at preparing students for Microsoft CRM Application Professional (USMS 03-030) exam.

Course Description :
This course introduces students to the basic theories and terminology of customer relationship management. Special emphasis is placed on customer retention and technological tools for enhancing customer relationships.

The course focuses on different types of marketing channels - direct, indirect, and electronic. Issues of customer and marketer costs are analyzed. Customer equity and customer selection in both the business-to-consumer and business-to-business markets are explored. Challenges associated with creating customer satisfaction and building customer trust, value, and loyalty in each channel are examined.

Course Outline:
1. Overview of CRM
2. Developing a Customer Strategy
2.1 Fundamentals of Customer Strategy
2.2 Evolution of a Customer Centric Enterprise
2.3 Discussing the core of successful CRM initiatives
2.4 Mapping People, Processes and Technology
3. Customer Lifecycle Management and Lifetime Value
4. CRM Technology

Learning Outcomes:
Upon successful completion of this course, students will:

1. Understand the need for CRM for conventional and e-Business firms.
2. Understand the fundamentals of developing a customer strategy.
3. Understand the customer lifecycle management and lifetime value.
4. Effectively use CRM technology (Microsoft CRM) which includes:
4.1. Microsoft CRM User Interface and application terminology
4.2. Basic and advanced navigation and record maintenance
4.3. Microsoft CRM Sales for Outlook functionality and Synchronization Account, Contact, Lead, Opportunity and Activity record management
4.4. Sales functionality, including Lead, Opportunity , Quote, Order, Invoice, and Product Catalog management
4.5. Customer Service functionality, including Contract, Case, and Knowledge Base management
4.6. Options to personalize the Microsoft CRM User Interface and personal settings

Use of Modern Instructional Technology:
Students are expected to be competent in using word-processing, spreadsheet, and presentation software in this course.  Use of the Internet may also be required.

The student materials include comprehensive courseware and other necessary materials for this class.

Skills to be developed:
This course helps students in developing the following skills:

•  Communication Through Assignments, Case Study discussions &
Examinations
2. Analytical Through Case studies and examinations
•  Team Work Through Case studies
•  Creative Thinking Through Case studies, assignments, classroom
discussions
•  Adaptability to Change Through Case studies, and examinations
•  Ethics Through lectures and assignments
•  Use of Information
Technology Through use of PCs, Internet, CD-ROM, Statistical
data base in the library 

Evaluating Student Performance:
Class participation and attendance 10%
Coursework assignment 1 30%
Coursework assignment 2 30%
Final Project Presentation 30%

Grading:
Percentage Score Letter Grade GPA Points Percentage Score Letter Grade GPA Points

90 – 100 A 4.0 70 - 74 C 2.0
85 - 89 B+ 3.5 65 - 69 D+ 1.5
80 - 84 B 3.0 60 - 64 D 1.0
75 - 79 C+ 2,5 < 60 F 0.0

Educational Resources:

Course Schedule & Outline:
Sixteen Week Semester, 3 hrs/Wk