Kennesaw State University
DEPARTMENT OF COMPUTER SCIENCE AND INFORMATION SYSTEMS
IS 8920, IT Customer Relationship Management
Course Description:
Prerequisites:
Textbook and Resources:
In this course, applications such as customer relationship
management, enterprise resource planning, and supply chain
management in the context of e-business are explored. Business
cases are an integral part of this coursework, and provide real-world
contexts for the exploration and understandings of the strategic
objectives, sources of revenue, core competencies, market
competitiveness, critical success factors, and IT infrastructures
required for successful implementation of e-business initiatives.
Full admission to the MSIS program or permission of the MSIS
Director.
Brian, Baran J., Galka, Robert J., and Strunk, Daniel P. Principles of
Customer Relationship Management. Thompson SouthWestern, USA. First Edition, 2008. ISBN: 978-0324-32238-5.
Moran Mike, Do it Wrong Quickly – How the web changes the old
marketing rules. IBM Press, USA. First Edition, 2008. ISBN:
978-0-13-225596-7
Harvard Case: Moore Medical Corporation (HBR Case 9-601-142)
Instructor:
Office:
These textbook(s) will be used to support the learning outcomes for
this course, through readings, examples, and exercises.
Dr. Tridib Bandyoapdhyay
CL 3023
Email Address:
tbandyop@kennesaw.edu
Phone:
Learning Outcomes:
678 797 2144
As a result of completing this course, students will be able to:
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Understand the relationship structures (Classic dyad, classic
triad, Mega, Nano etc.) in business and how such
relationships impact the pay-offs of the firms and the
outcomes of the economy and society in general.
Understand the fundamentals and values of the paradigms
shift from Marketing Management to Relationship
Management and finally to CRM.
Understand the role of modern database systems in the above
paradigm shift.
Restructuring of IS systems to better manage relationships in
the marketplace.
Understand fundamentals of successful design,
implementation, and maintenance of CRM solutions.
Articulate positions on various managerial, technical, global,
legal, and ethical and privacy issues related to CRM initiatives
and systems.
Identify current trends in CRM.
Create realistic expectations of challenges and benefits
associated with implementation of CRM within organizations.
Tentative Course Schedule
Topic
Readings
Week
1
Introduction of course, syllabus, schedules,
student responsibilities, assignments,
exams and grades. Preliminaries of
Marketing, TRM, and CRM Concepts
2
TRM (Classic Market Relationships +
Special market relationships Part-1).
Breaking News – 1 and 2 presentation
Breaking News – 1 and 2
3
TRM (Special market relationships Part-2)
Group-1 presents Review.
Group 1 - review
4
TRM (Mega relationships)
Group 2 presents Review.
Group 2 – review
5
TRM (Nano relationships)
Group 3 – review
6
Networked organizations, Genesis of RM - Breaking News – 3 and 4
> CRM
Text Ch. 1 & 2
Breaking News – 3 and 4 presentation
7
Breaking News – 5 and 6 presentation
8
Breaking News – 5 and 6
Text Ch 3 & 4
Text Ch 5 & 6
9
Breaking News – 7 and 8 presentation
10
Guest Lecturer
Breaking News – 7 and 8
Text Ch 7
Exam 1
11
12
Breaking News – 9 and 10 presentation
Breaking News – 9 and 10
Text Ch 8 & 9
13
Breaking News -11 and 12 presentation
Breaking News -11 and 12
Text Ch 10 & 11
14
Breaking News -13 and 14 presentation
Breaking News -13 and 14
Text Ch 12 & 13
15
HBR Case Discussion and quiz
Text Ch 14
HBR Case & Quiz
Tech paper presentations (Final Exam)
FINAL EXAM
Tech paper presentations on ORACLE EBiz suit.
Group-1, 2, 3.
ASSIGNMENTS:
Exam 1 (In-class)
MC, T/F and short response questions
Final Exam
Technology paper
Presentation. PPT required
Breaking News Presentation – Individual (PPT required)
CRM is a new and evolving field. Technologies are being employed under new business models, and
reengineering and restructuring of IS processes are effected to harness higher benefits from CRM. The social,
ethical and economic issues of CRM are being understood as we learn and utilize relationship management
through the new enablement.
This assignment is geared towards collective learning of CRM initiatives as they are happening in the market
place. An evolving subject requires immense amount of general reading that may not be possible on an
individual basis. This assignment helps us to break this responsibility among each of us, come prepared with
one CRM happening, and present it to the class such that our efforts multiply in to the class learning as a
whole.
In this assignment, you are required to identify one current ‘CRM breaking news’ (technology/business/
implementation/cases/decisions/corporate initiatives/globalization/social/privacy) from the
industry/trade/popular press/media and present that in class. No write up/paper except for the set of slides
that are used for the presentation is required to be submitted. This presentation is for sharing the information
among the students and so, questions from the class is encouraged, and your response to those is especially
important. The main goal of this segment is to enhance the collective learning of the class, and this is your
individual contribution towards that. For every breaking news, a 15-slide, 20 minute presentation followed by
QA and class discussion is expected. The presentation schedule has been discussed in class and posted in
Vista. The student is required to provide the set of slides (soft and hard copy) thus prepared to me as a
deliverable before s/he takes the podium. 10% of your grade will depend on this assignment.
Book Review Presentation – Groups 1 through 3 (PPT required)
the work allotment below:
Group-1. Part-1 of the book. That New Fangled Marketing
Chap-1 They are Doing Wonderful Things with Computers
The New Marketing Communication
The New Marketing Segmentation
The New Direct Marketing
Chap-2 New Wine in Old Bottles
The “Three R’s” of Online Marketing
The New Marketing is not so New
Chap-3 Marketing is a Conversation
Starting the Conversation
Learning to Listen
Getting Introduced to Others
Group-2. Part-2 of the book. How the Web Changes the Old Marketing Rules
Chap-4 Going Over to the Dark Side
Find Your Purpose
Measure Your Customer Activity
Measure Your Customer Relationship
Chap-5 The New Customer Relations
The Look and Feel
The Sights and Sounds
The Touch
Chap-6 Customers Vote with Their Mice
Where Do You Start?
How Do You Know How Wrong It Is?
How Do You Speed Up?
Group-3. Part-3 of the book. That New Fangled You
Chapter 7 This Doesn’t Work For Me
The Fear
The Changes
Chapter 8 This Won’t Work Where I Work
The Challenges
The Actions
Chapter 9 This Stuff Changes Too Fast
The Participation
The Contexts
The Integration
This presentation is geared towards an understanding of the fundamental changes in marketing as the
genesis of RM to CRM takes place with e-enablements. 40% of your grade depends on this presentation.
Your responsibility as a group is to include all fundamentals of the chapters assigned to you including the
process and technology maps and diagams, and explain them to the class. Later goups in the presentation
sequence must make sure that they build on the previous presentations. The listeners will expect analysis of
the basics, and the presenting group will have the first responsibility toward that. I will add details or examples
as deem fit. A 40 slide, 60 minute presentation is expected. A Q&A session and further class discussion will
follow every presentation that will be led and coordinated by me. The presentation schedule is posted in Vista.
The groups are required to provide the set of slides (soft and hard copy) thus prepared to me as a deliverable
when they take the podium. No changes in presentation schedules and/or contents are possible.
HBR case analysis
Written answers required (quiz)
ASSESSMENT:
Exam 1
Final Exam
Breaking News Presentation
Book Reviews Presentation
HBR Case Analysis
Total
20%
20%
10%
40%
10%
100%