You will find the Peer Review Form in Blackboard and it MUST be turned in at the start of the last day of class or the individual student will have 2 points taken away from his/her own peer review grade. Grading The grade of A is reserved for those who demonstrate extraordinarily excellent performance. The grade of A- is awarded only for excellent performance. The grade for good performance in this course is a B+/B. The grades of D+, D, and D- are not awarded at the graduate level. Please refer to the for grade appeal information. Tentative Course Calendar* *The instructors reserve the right to alter course content and/or adjust the pace to accommodate class progress. Students are responsible for keeping up with all adjustments to the course calendar. Week Content Reading Due 1 Customer Centricity & Data Evolution: CRM – Conceptual Foundation Introduction – What is CRM? History of CRM Strategic Customer Relationship Management Today Relationship Marketing and the Concept of Customer Value Ongoing One-2-One Personalized Dialog CRM Challenges and Opportunities Customer Relationship Management – Concept, Strategy, and Tools Chapters 1 & 2 (Pages 3 – 30) Reading Putting the “Relationship” Back into CRM (FEATURED) Session Reading – be prepared for class discussion 2 Customer Centricity & Data Evolution: Strategic CRM Strategic CRM Overview Customer Management Orientation Developing a CRM Strategy Implementing the CRM Strategy Elements of a CRM System Return on Investment of CRM CRM Implementation Building Loyalty Programs What is a Loyalty Program Loyalty Programs: Increasing in Popularity Problems with Loyalty Programs Loyalty Program Design and Implementation Customer Relationship Management – Concept, Strategy, and Tools Chapters 3, 4, 5, 6, & 10 (Pages 35 – 141, 183 – 200) Case Harrah’s Entertainment, Inc. (FEATURED) Session Reading – be prepared for class discussion Group teams formed and information emailed to professor with individual names and team name listed In-class discussion viewing of Harrah’s Entertainment, Inc. Video In-class discussion of developing a CRM Strategy using Harrah’s Entertainment , Inc. as an example Begin Customer LTV Individual Exercise
3 Customer Centricity & Data Evolution: Data Mining to Big Data Data Mining Overview The Data Mining Process Using Databases Types of Databases Benefits of Marketing Databases Uses of Marketing Databases Introduction – What is Big Data? Why Big Data? Data Scientists Organizing for Big Data Data Privacy & Ethics Customer Relationship Management – Concept, Strategy, and Tools Chapters 7 & 8 (Pages 143 – 174) Case Netflix Leading with Data: The Emergence of Data-Driven Video (FEATURED) Readings Big Data: The Management Revolution (FEATURED) How Big Data is Different (SUPPORT) Data Scientist: The Sexiest Job of the 21st Century (SUPPORT) Session Reading – be prepared for class discussion ModelMAX® Software installed by end of class ModelMAX® demonstration Session Reading – be prepared for class discussion In-class discussion on Netflix Case – Database Marketing Evolution (from offline to online data) Group presentation topics due 4 Leveraging & Quantifying Data: Customer Analytics Part I Traditional Marketing Metrics Customer Acquisition Metrics Customer Activity Metrics Popular Customer-Based Value Metrics Customer Lifetime Value: Fundamentals Issues in Computing Customer Metrics Customer Metrics Applications Customer Relationship Management – Concept, Strategy, and Tools Case Intuit: QuickBooks Upgrade (FEATURED) Session Reading – be prepared for class discussion Customer LTV Individual Exercise due at start of class Each student needs to bring their own laptop computer to class to be able to participate in the Maru Batting Center: Customer Lifetime Value in-class exercise 5 Leveraging & Quantifying Data: Customer Analytics Part II Strategic Customer-Based Value Metrics Popular Customer Selection Strategies Techniques to Evaluate Alternative Customer Selection Strategies Sources of Data Test Design and Analysis The Predictive Modeling Process Customer Relationship Management – Concept, Strategy, and Tools Chapter 14 (Pages 279 – 296) Session Reading – be prepared for class discussion CRM Concepts Exam at start of class Guest Speaker
6 CRM Management: Operational CRM & Analytic’s Role in CRM Software Tools and Dashboards Campaign Planning and Development Campaign Execution, Analysis and Control What are Analytics and how do they impact CRM Analytics as a Marketing Discipline How to leverage KPIs to create Marketing Focus Social Media CRM – Building Communities Global CRM Connecting to Customers through multiple mediums and Match Back Analysis Customer Relationship Management – Concept, Strategy, and Tools Chapter 9, 10, & 17 (Pages 177 – 182, 207 – 234, 357 – 371) Readings Creating Business Value with Analytics (FEATURED) Why IT Fumbles Analytics (SUPPORT) Advertising Analytics 2.0 (SUPPORT) Session Reading – be prepared for class discussion Intuit Predictive Modeling Individual Exercise due at start of class Visit Google Analytics home page and review content. Be prepared to discuss capabilities and whether or not it represents an evolutionary branch of CRM. View KPIs Wiki YouTube Video and search the term KPIs online. Be prepared to discuss how this impacts the organizing of Analytics Data and CRM. 7 CRM Management: Multichannel Customer Management & CRM in B2B Context CRM & The Marketing Channels The Emergence of Multichannel Customer Management The Multichannel Customer Developing Multichannel Management Strategies CRM and Sales Force Automation CRM and Key Account Management Hybrid Offers Customer Relationship Management – Concept, Strategy, and Tools Chapter 12 & 13 (Pages 235 – 276) Reading Multichannel Marketing: Mindset and Program Development (FEATURED) Session Reading – be prepared for class discussion View Multi-Channel Funnels YouTube Video and be prepared to discuss how such tools can impact CRM. 8 Final CRM Group Presentations CRM Group Presentation & Supporting Document Group Peer Review