Lubin
School of
Business
Pace University
MAR 344 Customer
Relationship
Management
(PL 52728) SPRING
2005
Course Syllabus
Professor: Dr. Kathy Winsted
Office: Goldstein Academic Center in Pleasantville - Rm
121 (PLV)
Phone Numbers: Pleasantville (PLV): 914/773-3905 (FAX
914/773-3908)
Home office: 914/962-3029 (FAX 914/962-3029)
Email address: kwinsted@pace.edu
Instant Messaging: kwinsted
Web page: http:://webpage.pace.edu/kwinsted
Course website: http:://blackboard.pace.edu
Office Hours:
Monday: 9:30-11:00, 1:30-2:00
Wednesday: 9:30-11:00, 12:30-2:00
Class Session: Monday 11:15-1:15, Wednesday 11:15-12:10
Prerequisites: MAR 250
Texts: Two course texts plus cases and readings
available on the Blackboard site.
Customer
Relationship Management, Concepts and Tools, by Francis Buttle,
Elseview Butterworth-Heineman, 2004.
Customer
Experience Management, A Revolutionary Approach to Connecting with your
Customers, by Bernd H. Schmitt,
John Wiley and Sons, 2003
Course Description: This course focuses
on
customer relationship management (CRM) and the customer-driven,
market-based
management practices that enable a business to attract, satisfy, and
retain
customers profitably. Students will learn to properly use CRM to
more accurately evaluate the market place, evaluate competitors and
their
positioning, and consider the lifetime value of a customer. CRM
represents an important paradigm shift for marketing
– away from an acquisition and transaction focus to a retention and
relationship
focus. CRM is a philosophy of doing business and a strategic
orientation
that focuses on keeping customers and improving customer relationships
rather than acquiring new customers. The rapid expansion of
direct
marketing, interactive media and E-commerce has led to an increased
focus
on the development of programs designed to cultivate customer
relationships
and brand and product loyalty. The course will also study the
coneept of Customer Experience Management.
Educational Objectives: To provide students with an
understanding
of:
- The theory behind Customer Relationship
Management
(CRM)
- The importance and role of CRM in today’s
businesses
- New and evolving business models
- The Lifetime Value of a Customer and related
concepts
- How to implement customer satisfaction surveys,
CRM techniques, and customer satisfaction programs
- The meaning and use of the concept of Customer
Experience Management
Grading: Each graded component of the course will be
evaluated
on a 100 point scale, with each weighted as follows to determine a
final
grade. Overall grades will be assigned as follows: A (93-100), A-
(90-92),
B+ (87-89), B (83-86), B- (80-82), C+ (77-79), C (73-76), C- (70-72), F
(0-69). Grades will be computed based on the following
percentages:
Class
Participation/Preparedness 20%
Topic Presentation
10%
Case Analyses (2 @ 15%)
30%
Schmitt Exam
15%
Buttle
Exam
25%
Class participation is given a substantial weight.
Students
are
expected to have a very high level of preparedness for class sessions
which
will focus on analysis of articles, case discussions, and
debates.
Two written case analyses will be required from each student and will
be weighted at 15% each. Two open-note exams will test students
understanding of assigned reading.
Class Participation/Preparedness: As noted above.
particpation
and preparedness are worth nearly a third of the class grade. To
prepare for each class, students should read the material assigned and
answer the questions for the case assigned. While students only
need
to write up the details of the analysis for two of the cases for
grading, each student is expected to take notes on all cases and jot
down answers
to each of the questions asked. Notes and written answers to each
question should be in front of each student during class. These
do not have to be handed in but they will be checked briefly by the
professor
in most classes and will be part of each student's
participation/preparedness grade.
Because so much of the learning in this class will take place through
discussions
of the cases and readings, attendance is also an important
part of the participation grade. Anyone who needs to miss a class
should submit notes on the assigned reading and answers to the case
questions (in brief outline form) to avoid any penalty for missing
class. These can be dropped into Blackboard file exchange prior to class along with an email
telling me they are there.
Topic Presentation: Each student will be asked to
sign
up for one session at which he or she will discuss a personal
experience,
a business application, or a current article to help illustrate points
made in the readings and/or case for that session. (Please note
that
this does NOT mean presenting the material in the reading or case, but
rather applying the material to a specific situation.)
This
presentation will be graded based on relevance to the readings and
topic
for the day, additions to or clarification of material read, and
quality
of presentation. Visual aids, preferably Power Point slides, are
encouraged. Each presentation should be no more than ten
minutes long (they will be timed and cut off at ten minutes), with
five additional minutes allotted for questions and answers.
Students are, of course, encouraged to discuss any additional articles
or experiences at any class session.
Written Assignments: This course involves three
different
types of graded written assignments. Details for each assignment
are outlined below. All papers will be graded based on
appropriate
use of applicable terms from readings and class discussion,
responsiveness
to the specifics of the assignment, presentation (including
organization,
appearance, grammar, punctuation, spelling, and readability),
thoroughness
of analysis, and demonstration of an understanding of the subject
matter.
Because no exams are given in this course, these assignments, together
with participation, need to demonstrate learning that has taken place
in
the course. Therefore, it is very important to reflect as many of
the concepts learned from the readings and cases as possible in each
assignment.
Late papers will be graded based on a starting grade of 10% off per day
for each day or partial day late, unless approved by the instructor
prior
to the class in which they are due.
All assignments must be submitted to the Digital Drop Box in
Blackboard prior to the end of the class for which it is
assigned. Submitting papers to the Digital Drop Box authorizes
the professor to check the paper for originality using
turnitin.com. All students will be asked to sign a permission
slip and register for turnitin.com prior to the due date of the first
assignment. To register for turnitin.com, go to www.turnitin.com
and enter by typing in your email address, then for course ID, enter
"1244986", for password, enter "customer". Use of any work that
is found
to be not original (plagiarism) will result in a grade of zero on the
assignment.
Be sure to properly identify and reference any words that are not your
own. The department academic honesty policy will apply to all
honesty
issues.
Case Analyses: Each student will pick two of the
cases
assigned (selecting from the cases on the schedule with an *) to write
up and hand in for grading.
Questions to be answered for each case are available on the course
website
and on the Blackboard site for the course. Case analyses
should
be 5-10 pages long (though no minimum or maximum is required), typed,
double-spaced
and stapled, and should clearly identify each question being answered
(it's
useful to use the questions as section headers). If the question
asks for an analysis of alternatives, be sure to list all the possible
alternative actions, explaining pros and cons of each, and then clearly
defend a position with supporting arguments. (Be sure to state an
analysis
of options independent of your recommended action.). Grading will
be based on thoroughness and on understanding of the case and of
relevant
concepts. Papers are due at the end of the class session in
which they are discussed. All
papers must be submitted to the Digital Drop Box on Blackboard. Late
case writeups will not be
accepted,
nor will handwritten changes or additions. Any
student
wishing to write a third case may do so and the best two grades will be
used. (Clearly, this option is not available to someone not
handing
in any cases before the last two which are due.) Anyone not
handing
in two cases by the date the last case is due will receive a zero for
the
one or two cases missing. All students not selecting to write up
a particular case should still write notes for class discussion and be
prepared to state and defend a recommended course of action. In
lieu of writing up a case analysis (or as a third paper to improve a
grade),
any student may choose to write up a case based on his or her own
experience
with CRM. For this option, the written work should include a case
that describes a situation that links well to one of more of the
readings,
a decision to be made with alternative possible courses of action, at
least
five questions, and a suggested answer for each of the questions.
Exams: Two tests will be given covering concepts in
the
chapters
indicated, as well as any cases, speakers, and videos. While all
material
in the book will not be covered in class, students are responsible for
all reading assigned. Most exam questions will be applications
questions
(i.e., being able to apply a concept from the book or a case to a
situation
given on the exam). The two exams are not cumulative. All exams
are open-note and all students are
encouraged
to take notes while reading the text and cases, as well as in class.
Any
notes in the student's own handwriting may be used to assist in taking
the exams. If desired, students may also type notes, but if a student
wishes to use typed notes for the exam, these must be submitted to the
Digital Drop Box in Blackboard prior to their use for the test.
Use of any notes found to not be original work of the student using the
notes will result in a grade of zero on the exam. Textbooks and
printed materials may not be used. Any student
who cannot take an exam at the scheduled time must get an alternate
date
approved by the instructor prior to the date scheduled, or have an
excuse
from a doctor and notify the instructor as soon as possible, always
before
the next class meeting. No makeup exam will be scheduled if these
guidelines
are not met.
Click here for course
schedule.
Marketing
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Prof. Winsted's
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