KMU – MIS
2010 – Fall
Customer Relationship Management (048514-01)
Course Introduction
Title
Customer Relationship
Management
Instructor
Schedule
Thu. E, F (15:00~17:45)
Room
Contact
Ahn, Hyunchul
C-315
Credit
3
hcahn@kookmin.ac.kr (910-4577; C-414, Kyungsang Bldg.)
 Understand the nature of CRM and its application to business domain
Objective
 Understand how to use some analytical CRM softwares (statistical & data
mining packages) that are popularly used at workplaces
 This course examines the entire scope of CRM(Customer Relationship
Management) including strategy, organization, marketing and information
Contents
technology.
 Our course blends together theory and practice to achieve a thorough discussion
of various CRM cases.
 It will also cover the demonstration of some analytical CRM softwares.
Mid Exam: 20%, Term Project: 35%, Team Assignment: 35%, Participation: 10%
 Term Project (personal assignment): Development of domestic/foreign CRM
Evaluation
success/failure case study
 Team Assignment : Summarize the assigned case, and try to find the solutions
for the problems in the case (i.e. Facilitate the case discussion)
 Main Textbook: V. Kumar and Werner J. Reinartz, Customer Relationship
Management: A Databased Approach, John Wiley & Sons, 2006.
Textbook
 Regardless of the textbook, lectures will be based on the materials, which will be
provided via ‘Cyber University’. Students will be responsible for preparing the
lecture materials.
 Cases to be discussed will also be provided via ‘Cyber University’.
 This class is designed to use English as communicating language. Thus, most
Remarks
course materials used in this class will be written in English. However, the
language proficiency in English will not be considered in grading.
 This class will be graded based on absolute evaluation.
1
학습성과목표
학습성과목표
교과반영 및 요구결과
요구수준
평가요소
5
최신 CRM이론과 사례를
미래지향적
소개하여, 수강생들이
교육
CRM의 최신 이슈들을
이해할 수 있도록 교육
글로벌 교육
4
3
2
1
정규시험을 통해 CRM과
V
관련한 최신 이론 및
사례에 대한 이해도를 평가
수업 및 평가가 영어로
영어로 출제된 정규시험에
이루어짐
대해 영어로 답안을 작성
V
현장감 있는 사례에 대한
현장중심적
교육
토론을 통해 학생들이
경영의사결정자의 입장에서
CRM을 이해할 수 있도록
사례연구 발표 및 토론활동
정보를 평가에 반영
V
교육
팀 활동을 포함시켜, 팀
통합전인적
교육
구성원간 원활한 협업을
통해 최상의 결과를 이끌어
내는 훈련을 할 수 있도록
사례연구 발표 및 토론활동
V
정도를 평가에 반영
유도
사례 토론시 다양한 질문을
창의적 교육
던짐으로서, 학생들의
사례연구 발표 및 토론활동
자유로운 사고와 토론을
정도를 평가에 반영
V
유도
맞춤형 교육
팀 및 개인과제 수행결과에
대한 상세한 피드백 제공
팀 및 개인과제 평가
V
5: 매우높음 4: 높음 3: 보통 2: 낮음 1: 매우낮음
2
Lecture Schedule1
Week
week 01
week 02
week 03
week 04
week 05
week 06
week 07
week 08
week 09
1
Topic
Remarks
Overview
- Introduction of the course
- Team building / Ice breaking
Submission of the
‘Student Card’
What is CRM?, Part I
- Concept of CRM and e-CRM
- Why is CRM a big issue today?
- Components of CRM
- Case Study 1: Are some customers more equal than
others? (HBR)
K&R Ch. 1
What is CRM?, Part II
- CRM industry landscape
- Strategic and functional CRM
- CRM implementation options
- Case Study 2: TOWNGAS: Achieving competitive
advantage through customer relationship management
(ACRC)
K&R Ch. 2
Strategic CRM
- A strategic perspective of CRM
- How to develop CRM strategy
- How to implement CRM strategy
- Case Study 3: ROI for a Customer Relationship
Management Initiative at GST (Kellogg)
K&R Ch. 3 & 4
Customer-Based Marketing Metrics
- Traditional marketing metrics
- Primary marketing metrics
- Case Study 4: Hilton Hotels: Brand Differentiation
through Customer Relationship Management (HBR)
K&R Ch. 5
Submission of ‘Term
Project Proposal’
Customer Value Metrics, Part I
- Popular customer value metrics
- Strategic customer value metrics
- Case Study 5: Carnival Cruise Lines (HBR)
K&R Ch. 6
Customer Value Metrics, Part II
- Customer selection strategies
- Demonstration of customer selection
- Case Study 6: Moore Medical Corporation (HBR)
K&R Ch. 6
Mid-term Exam
Using Databases
- Type of database
- Features of marketing databases
- Case Study 7: Amagansett Funds (HBR)
This schedule can be changed by the instructor.
3
K&R Ch. 7
Review of the
Mid-term Exam
week 10
week 11
week 12
week 13
week 14
week 15
Loyalty Programs
- How to design loyalty programs
- Effectiveness of loyalty programs
- Case Study 8: Hilton HHonors worldwide: Loyalty wars
(HBR)
K&R Ch. 8, 9
Data Mining
- Background of the rise of data mining
- The data mining process
- Case Study 9: Canyon Ranch (HBR)
K&R Ch. 10
Campaign Management
- The meaning of campaign management
- The process of campaign management
- Case Study 10: Internet Customer Acquisition Strategy
at Bankinter (HBR)
K&R Ch. 11
Term Project Presentation (I)
Term Project Presentation (II)
Seminar of an expert
: The future of CRM from the ‘customer strategy’ perspective
4
Class Ending Party